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Key changes and challenges for brands in an uncertain environment

Key changes and challenges for brands in an uncertain environment Purpose – Brands are facing key changes and challenges that need to be addressed from both the academic as well as the managerial perspectives. This paper aims to discuss some of them and revises the research agenda of the field of brand management. Design/methodology/approach – Conceptual implications are drawn from the analysis and discussion of the papers of this special issue, as well as from previous literature. Findings – In this global world in which brands are present in many different countries and operate in really diverse business sectors the classical brand management theories and many of their assumptions may need to be revised. Originality/value – The paper discusses the key challenges that brands are facing and encourages academics to use the rich diversity of methodologies that they have at their disposal and that can be extremely helpful to address the future research agenda of this field. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Key changes and challenges for brands in an uncertain environment

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610421111166577
Publisher site
See Article on Publisher Site

Abstract

Purpose – Brands are facing key changes and challenges that need to be addressed from both the academic as well as the managerial perspectives. This paper aims to discuss some of them and revises the research agenda of the field of brand management. Design/methodology/approach – Conceptual implications are drawn from the analysis and discussion of the papers of this special issue, as well as from previous literature. Findings – In this global world in which brands are present in many different countries and operate in really diverse business sectors the classical brand management theories and many of their assumptions may need to be revised. Originality/value – The paper discusses the key challenges that brands are facing and encourages academics to use the rich diversity of methodologies that they have at their disposal and that can be extremely helpful to address the future research agenda of this field.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Sep 20, 2011

Keywords: Brand management; Brand heritage; Luxury brands; Brand equity; Narratives

References