Due to significant technological developments and the subsequent ‘empowerment’ of consumers over the past few decades, brands have been facing numerous new challenges in terms of building and maintaining sustainable relationships with their customers.

A chronological overview of the evolution of brands provides the foundation for exploring the state of consumers and brands in today’s fast‒paced technological world. This paper examines new approaches for the creation of meaningful brands in the digital age.

Text & Photography: Christian Perner