Building a Strong Brand: Future Strategies and Insights

2. Objectives

The objectives of this study can be summarised as follows:

• 2.1. The book chapter aimed at assisting practitioners to understand the concept of branding and its evolution.

• 2.2. To evaluate the elements that can be used to assess the strength of brands.

• 2.3. Lastly the chapter infers into the future branding developments in line with and the strategies that marketers may use to promote their brands.

3. Methodology

The aim of the classical literature review would be to provide a foundation for branding and its futuristic views as an important function of marketing. The chapter identified key themes and gaps in current knowledge and looked at the future of branding from a literature perspective. The first step in the literature study was identifying questions for search queries. These were derived from the chapter objectives. The next step was the identification of literature that was in line with our objectives using Google Scholar as the main search engine supported by others like ResearchGate, Linkedin among others. Through perusal of abstracts, authors picked on literature they thought was best in line with the study objectives. The literature was then evaluated to check its quality. The literature was then synthesised leading to the identification of themes followed by conclusions. The review of the literature was a rigorous process that provided the foundation for the chapter.