The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management

Veloutsou, C. and Guzmán, F. (2017) The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management. Journal of Product and Brand Management, 26(1), pp. 2-12. (doi: 10.1108/JPBM-01-2017-1398)

Abstract

Purpose: By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), this paper aims to analyze the changes in the way branding has been approached in research, highlight the current challenges the discipline faces and suggest future research avenues that will hopefully further enrich brand management knowledge. Design/methodology/approach: This paper includes internal historical literature review and commentary. Findings: After a thorough analysis of the journal’s content, the contribution that the JPBM has made in the development of brand management knowledge over the past 25 years is highlighted. Eight major shifts in brand management research and thought, and three overarching difficulties and challenges, are identified. Research limitations/implications: By solely focusing on the contributions published in the journal, by no means this review is exhaustive and includes all the contributions to the discipline. Its contribution is limited to the analysis of the work, and the evolution of brand management thinking, recorded in the JPBM. Originality/value: The paper highlights the evolution of brand management thought and presents imperatives and challenges to guide future research in brand management.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Veloutsou, Professor Cleopatra
• Authors: Veloutsou, C., and Guzmán, F.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Product and Brand Management
• Publisher: Emerald Group Publishing Limited
• ISSN: 1061-0421
• ISSN (Online): 2054-1643
• Copyright Holders: Copyright © 2017 Emerald Publishing Group
• First Published: First published in Journal of Product and Brand Management 26(1):2-12
• Publisher Policy: Reproduced in accordance with the copyright policy of the publisher