Strategic branding and retailing
Marketing practices have faced new realities in the era of disruptive innovation. The ability to manage brands strategically in response to the changing consumer behaviour, competitive landscape, and environmental factors will determine the survival and supremacy of organisations and their brands. Our research cluster focuses on the challenges and opportunities in building, managing, measuring, and leveraging brand equity in different retail contexts, including online and offline as well as local and global. Specific attention will be given to retail marketing in the Asia Pacific region.
For more information about the group's current research projects, please get in touch with the researchers below.