Quite expectedly, the e-commerce and tech fuel in during the pandemic, the aviation, hotels and restaurants face rather tough times - this inevitably reflects the brand valuation. Looking at brand value breakdown by country, US and Chinese brands dominate the Brand Finance Global 500, together accounting for two-thirds of the total brand value in the ranking.
The goal of the brand management is to build the strongest, most unique and beneficial associations for the the brand so that customers can chose it over all others. Everything related to the product or service, to the pricing, distribution and communication correlates to this. But do these actions mirror adequately the brand positioning and the customer expectations, preferences and attitudes?