Resumo

POL, Andrea. Brand 2020: El futuro de las marcas. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2015, n.53, pp.105-121. ISSN 1853-3523.

For large companies and the current leading brands, 2020 is the near future, in terms of strategy and trends. In view of the new decade, we believe that the main value for management in order to efficiently “conceive and manage a brand” is not merely cognitive but attitudinal; the role of the brand manager wins an unprecedented shift from traditional brand manager, to a kind of brand trend hunter that monitors the market in a creative and holistic way. We address the construction of a map of baseline scenarios for 2020 brands, starting a chain of significant events and revealing features of our near future, in terms of branding.

Palavras-chave : Branding; Prospective; Brand management; Brand trend hunter; Brands; Trendy scenarios; Insight.

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