Customer-based brand equity in a technologically fast-paced, connected, and constrained environment

Keller’s (1993) influential article on customer-based brand equity and his subsequent research that introduced new models of branding made a big impact on marketing theory and practice. In this commentary, we provide a discussion on how the recent macro changes in the business environment with respect to fast-paced technological advances, digital (online) developments and social and environmental constraints influence how brands are managed in today’s marketing environment. We elaborate on how these developments—and the resulting growing importance of three brand attributes, namely innovativeness, responsiveness and responsibility—relate to Keller’s frameworks. We identify further research opportunities on branding in light of these global macro changes.