New challenges in brand management

Veloutsou, C. and Delgado-Ballester, E. (2018) New challenges in brand management. Spanish Journal of Marketing, 22(3), pp. 254-271. (doi: 10.1108/SJME-12-2018-036)

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Purpose: This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management. Design/methodology/approach: This is an editorial based mainly on an extensive and broad literature review on brand management. Findings: First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research. Originality/value: This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the academic engagement with brands.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Veloutsou, Professor Cleopatra
Authors: Veloutsou, C., and Delgado-Ballester, E.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Spanish Journal of Marketing
Journal Abbr.:ESIC
ISSN (Online):2444-9695

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