The research project 'Branding e-volution' is a collaboration between UPA and the School of Management of the Politecnico di Milano. It’s supported by a pool of key players (GFK, GroupM, Inmediato Mediaplus, Integral Ad Science, Kantar, LinkedIn, Nextplora, Rai Pubblicità, Sensemakers, Teads, WebAds ) and it aims to offer to the market a concrete and innovative contribution to understanding critical issues and possible development opportunities of brands in the digital and social ecosystem.
The goals of the research, divided into two phases (qualitative and quantitative) are many:
- investigate what the role of the brand is today, taking into account the changes that have affected the market and consumers;
- analyze the new ways of brand building, highlighting the role of advertising and, in particular, of digital communication;
- define the contribution of brand equity to marketing performance, building a measurement system more suitable to achieve branding objectives.
The results of the research have been presented during two events: “The role of the brand and the future of advertising” and “Data and measurement tools as an asset for the Brand”.
In addition, in order to analyze the impacts of the Covid-19 sanitary emergency on investments and on the marketing and communication strategies of companies, an integrative survey was carried out. The survey involved many companies providing an evolutionary picture of the brand purpose phenomenon, in this disruptive moment we are living.
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