CREATIVITY CENTRED BRAND MANAGEMENT MODEL FOR THE POST-COVID MARKETING 5.0 WORLD

Abstract

This article directly responds to the call for new visions that impact the field of brand communications in the Marketing 5.0 world. It does so by using creative principles to deconstruct and reconceptualise an important marketing management tactic namely brand management. Brand management is a polarizing tactic in the overall strategic marketing planning. It is easy to find scholars and practitioners in support of it as well as opposing it. This article reviews popular existing brand management strategies to see how creativity is treated and presents a new futuristic model of where and how should creativity be in the overall brand communication and management process. This model helps marketers take advantage of creativity principles. The model will reimagine the narrative of brand management and creativity will be included in the dynamic mix where the changes will hopefully have a deeper impact on the future brand management practices and its positioning in the overall marketing management.