The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration
探讨品牌化在品牌元素、驱动因素、含义、消费者异质性和洞察五个方面的未来趋势，指出成功品牌需平衡多样性与异质性，实现整合性解决方案。
Abstract Brands come in many forms and perform multiple roles and functions for a variety of different types of individuals and organizations. Focusing on companies or non-profits marketing to consumers, this essay speculates on the future of branding in five main areas: brand elements, brand drivers, brand meaning, consumer heterogeneity, and consumer insights. Across these five areas, the main theme that emerges is that branding is increasingly being defined both by multiplicity, in terms of what marketers can do, and by heterogeneity, in terms of the consumers being marketed to. Successful brand marketers going forward will be those who can find integrative branding solutions that balance and blend multiplicity and heterogeneity.