brand equity, brand values, chaotic, change management, complexity, credibility
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Dilemma of Modern Marketers: Effective Branding in a VUCA World
Abstract: Just like a lighthouse, the brand can help a company maneuver safely through the threats of the VUCA world. In ever-changing and increasingly competitive world, decision makers everywhere have one common objective—they chase constantly and that is, profitable growth. However, the world in which they pursue it is confusingly ambiguous and changing constantly. Security in decision-making and choices of actions are illusions. The world of corporate leaders remains VUCA and …
Published in NOLEGEIN Journal of Organizational Behavior Management · Vol. 2, Issue 2, 2019 · pp. 5–8 Read article