The role of brands in an era of over-information

Correia, Ricardo; Venciute, Dominyka; Sousa, Bruno Miguel

http://hdl.handle.net/10198/28774

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Authors

Correia, Ricardo

Venciute, Dominyka

Sousa, Bruno Miguel

Abstract(s)

In today’s rapidly evolving digital landscape, consumers embark on their journeys with a multitude of information at their fingertips. The digital branding processes and their implications for consumer behavior have become vital areas of study for marketers, academics, and researchers alike. As the sources of information continue to proliferate, the challenge of processing this vast array of content becomes increasingly daunting. Led by the surge of social networks and user-generated content, the market is flooded with an overwhelming number of posts. Micro-segmentation has become the norm, resulting in numerous variations of core products, presenting consumers with an abundance of choices. In the midst of this information overload, brands play a crucial role by serving as mental shortcuts, enabling consumers to navigate through the complexities and make decisions that align with their preferences and values. However, as brands strive to stand out and differentiate themselves, they also face the dilemma of finding unique and distinctive signals that resonate with consumers. Concepts like sustainability, inclusivity, and eco-friendliness have now become common claims made by brands, but their effectiveness in aiding consumer decisions is a subject of inquiry. Do these signals genuinely assist consumers in making better choices, or have they become so commonplace that they are merely ignored? This edited reference book endeavors to explore and address such pressing questions, focusing on brand management and the emerging trends that foster customer-centric approaches, adding significant value and relevance to brands. Our aim is to equip readers with the knowledge and skills necessary to comprehend the digital branding process and its impact on product, service, and organizational choices. Additionally, we seek to contribute to the development and consolidation of recent branding concepts in the context of over-information, illustrating their practical relevance through insightful case studies. The book’s audience primarily comprises three groups. First and foremost, marketing academics and their students, both at the undergraduate and graduate levels, will find value in strengthening or mastering new concepts concerning brands and branding. Secondly, researchers seeking to stay updated on conceptual advancements and explore real-world case studies will discover meaningful insights within these pages. Lastly, marketers, driven by the need to optimize the potential of brands and marketing strategies, will gain valuable knowledge and skills to thrive in this dynamic era of over-information.