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Best Global Brands 2010

LAST YEAR MARKED A DECADE OF
INTERBRAND’S BEST GLOBAL BRANDS STUDY.
THIS YEAR SEES THE BEGINNING OF A NEW
PARADIGM IN BRAND MANAGEMENT.
Descripción

As 2008 rolled into 2009, we saw spending habits begin to
change. Now, in 2010, we are seeing the starts and stops of a
recovery coupled with profound changes in the relationships
between brands and their customers.
We are becoming used to a new normal – one where brands
are constantly stress-tested for relevance and value. The same
customer might opt to buy an iPad instead of a laptop, purchase
private label toothpaste and then match a Zara skirt with
Christian Louboutin shoes. They will expect to buy online, return
in-store and receive the most up-to-date off ers and promotions
instantly. With alternatives only a click away, their patience is
ever-shortening – making them not only more diffi cult to predict,
but more confi dent every day. Indeed, even what appears to be
the most minor instance of customer discontent in one part of a
brand experience can quickly lead to a major customer revolt due
to consumers' ability to spread the word about brands quickly
and eff ectively online.
It is clear from our recent conversations with Chief Marketing
Officers around the world (available to read at www.
bestglobalbrands.com), that brands are making an eff ort to adapt
to this real-time brand management approach, using social
media channels to forge deeper relationships with consumers.
Managing this constant connection demands a radical shift

Sartia S.L | Todos los derechos reservados

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