On Brands and How They Are Adapted to Today’s Market

Sammanfattning: The main focus of this thesis is to study the efforts that marketers, companies, PR1- and advertising agencies are making in order to successfully evolve their brands in order to adapt them into today’s market. Today’s market is driven by the new consumer which is very different from its predecessor; consumers from just two decades ago. The purpose is to understand the specifics of this shifting market, learn which steps taken and mistakes made by marketers during their attempts to accustom their brands to the new climate, the role of social media, the importance of brand experience in addition to the desires and tastes of this new, independent and eclectic consumer. To study this phenomena several leading brands and their transformations were compared, along with a study of those newly born since most of them thrived on the blessing of the new technologies (foremost social media) evolving into multimillion dollar companies. Today’s consumer is overexposed to brand messages and in order to get through this visual pollution most of audiences simply ignore it. This is why companies are trying to launch creative and admirable campaigns hoping to draw attention and break from dull commercialism. New brands are emerging from underground through social media, gaining sympathy as they appear to emulate David fighting Goliath, who impersonates big companies.