The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management
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.
Keywords
Citation
Veloutsou, C. and Guzman, F. (2017), "The evolution of brand management thinking over the last 25 years as recorded in the
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited