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Track Title: Future Trends in Branding Technologies

Track Chair:
Seiji Endo, University of Mississippi, [email protected],
Akinori Ono,  Keio University, Tokyo, Japan, [email protected]
Track Description:
Given the premise “brand equity…accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name” (Aaker, 1991), branding has been enticing many scholars and practitioners. Since technology has progressed dramatically in the past 20 years, companies today operate under a different mindset regarding branding. By using innovative technologies, branding itself is moving in different directions. Therefore, companies need to change their branding strategies for developing new products and services.

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