Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

TLDR

Technological advances have created a hyperconnected world that forces a reassessment of branding research, as brands move from single ownership to shared co‑creation, expand geographic and societal roles, and new branded entities broaden the branding landscape. The authors aim to establish a new branding paradigm by addressing the roles and functions of brands, how brand value is co‑created, and how brands should be managed. They identify future research issues to align branding theory and practice with the realities of a hyperconnected world.

Abstract

Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to cocreate brand meanings and experiences alongside traditional brand owners and managers. Moreover, hyperconnectivity has allowed existing brands to expand their geographic reach and societal roles, while new types of branded entities (ideas, people, places, and organizational brands) are further stretching the branding space. To help establish a new branding paradigm that accounts for these changes, the authors address the following questions: (1) What are the roles and functions of brands?, (2) How is brand value (co)created?, and (3) How should brands be managed? Throughout the article, the authors also identify future research issues that require scholarly attention, with the aim of aligning branding theory and practice with the realities of a hyperconnected world.