Will brand values be as unpredictable as political values in Europe?

Does branding in Europe have a unique flavour?

I’m going to be looking forward with interest to the Transform conference, given that ‘Brand Europe’ itself seems to have undergone significant changes. Are Europeans’ values shifting – paricularly those of consumers?

Brand management seems likely to have become a contentious issue, closely linked with corporate governance, which has the potential for challenge by value perceptions.

Brand evolution in Europe – Transform magazine

At the 2015 Transform Conference Europe, influence, reputation and creativity were key topics. Sustainability as a core brand positioning laid the groundwork for the current rise in purpose …

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