2020 Volume 39 Issue 3 Pages 67-79
Digitization is one of the key elements that characterizes the modern consumer environment. The use of digital technology in various areas of social life and economic activities has greatly changed the consumption environment. Consequently, what direction should the brand strategy of a company or organization aim for as digitalization advances? Based on these issues, the brand strategy in the digital society is considered from a bird’s-eye view, using “liquid consumption”, presented by Bardhi and Eckhardt (2017), as a key concept. Specifically, liquid consumption will be reexamined from the perspective of brand consumption behavior based on the discussion in Kubota (2020). The importance of comfort brought about by contextual fit and easy consumption is then pointed out. Next, two brand strategies corresponding to liquid consumption are proposed: “Strategy of expand the range” and “Strategy of blending in with the daily life”. Finally, reflection upon the entire thesis, limitations and future issues are discussed.
