Будущие исследования бренда

В прошлом, качественные исследования брендов имели четкое различие между теми учеными, которые изучали управление брендами и теми, кто изучали культуры потребления и бренды. Этот разрыв между исследованиями бренд-менеджмента и исследованиями культуры бренда вызывает сожаления, которые являются менее выразительными в информировании менеджеров в том, как развивать бренды в гармонии с рынком. Если мы признаем, что бренд является мультикультурной единицей, построенной из множества различных субъектов действия, то необходимо строить исследования брендов на основе их культуры. Это может показаться весьма очевидным и не нуждающимся в комментарии, но это удивительно, как исследователи, которые, например, изучали построение бренда компании, и при этом часто вводят в дискуссию, что является пониманием бренда для потребителей, а на самом деле никаких исследований с участием потребителей не производилось. В будущих качественных исследованиях бренда следует стремиться интегрировать различные точки зрения, с помощью которых могут быть исследованы культуры брендов. В целом, мы видим, что основная масса исследований брендов направлена или на компании или на потребителей. Исследования отношений между популярной культурой и брендами, другими важными участниками и их использованием брендов гораздо менее изучены. Исследования этих отношений, скорее всего, имеют большой потенциал в создании ценных знаний о культурном происхождении значения бренда. Еще одной областью в будущем представляет изучение культур брендов на развивающихся рынках. Исследователи потребительского спроса до сих пор спорят, действительно или нет, большинство глобальных, особенно западных, брендов гомогенизируют (разбавляют) местную культуру и тем самым уничтожают ее уникальность. Дальнейшие исследования в области культур брендов, по всему миру, позволят нам лучше понять, какую роль бренды играют в современном потреблении.

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