Perceptions of a brand are shaped by the way it interacts with people, remains current with product or service expectations and whether consumers feel truly connected to what the brand is doing, in that it reflects their values and choices.

To maintain that crucial connection with consumers, brands continually evolve, analysing consumer trends and markets, to anticipate what people will want tomorrow – adjusting to societal trends, new technologies and the consequent changes in consumer behaviour.

Consumers are increasingly turning to brands not just as consumers, but also as citizens. Purposeful citizens are inspiring brands, who can become symbolic entities that assist people in shaping and expressing their individual and social identities. Now, more than ever, consumers increasingly manifest their expectations of brands in their brand interactions, either through online activities, participation in consumer brand communities or brand advocacy activities.