New challenges in brand management

Abstract

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.

The experience – economy revisited: an interdisciplinary perspective and research agenda

“…Researchers have noted that the concept is dynamic (Stern, 2006), as Brodie and de Chernatony (2009) argue, it should include services (Brodie, 2009) and there is a need to strengthen the relational (Veloutsou, 2009), social (Schroeder, 2009), and managerial (de Chernatony, 2009) perspectives. Therefore, more recent definitions appreciate that the brand is "an evolving mental collection of actual (offer related) and emotional (human-like) characteristics and associations which convey benefits of an offer identified through a symbol, or a collection of symbols, and differentiates this offer from the rest of the marketplace" (Veloutsou and Delgado-Ballester, 2018;p. 256) Experiences can be elucidated from different related objects that can be involved in a market exchange.…”

Fresh perspectives on brand management

“…These and many other new topics lead to new and exciting questions for brand science. Some authors have therefore published lists and discussions of new topics for brand (marketing) research in recent years (e.g., Golob et al, 2020;Rust, 2020;Veloutsou & Delgado-Ballester, 2018;Yoganathan et al, 2019), formulated frameworks, or even models for new brand management (e.g., . The Global Brand Conference (GBC) is an ideal platform to formulate new research questions, develop initial answers and share newest research findings.…”

Exploración de la gestión de marca en las pequeñas empresas de servicios de México

“…En este sentido, la marca es un elemento demasiado complejo que genera polémica entre investigadores y académicos de la literatura del marketing (Veloutsou y Delgado-Ballester, 2019), por lo cual no es de extrañarse que los expertos en el tema aún no se hayan puesto de acuerdo en una definición única de marca (Walker, 2010;Jones y Bonevac, 2013). En lo que sí han coincidido es en sugerir que la marca puede considerarse no solo como un conjunto de características que ayudan a las empresas manufactureras y de servicios en la toma de decisiones tácticas y estratégicas para el posicionamiento de sus productos o servicios ofertados, sino también como un conjunto de acciones desarrolladas para varios grupos de consumidores que les faciliten la transacción de productos o servicios (de Chernatony y Dall' Olmo-Riley, 1998;Mitchell et al, 2001).…”

“…El desarrollo de una marca fuerte favorecerá no solamente la gestión de la marca, sino también la reputación de las pymes de servicios (Aaker, 1991;Keller, 1993;Christodoulides y de Chernatony, 2010;Keller, 2016). Y la gestión de una marca fuerte mejorará el posicionamiento de la marca en la mente de los consumidores, generará una diferenciación de la marca con respecto a sus competidores y facilitará la expansión de las empresas a través del incremento significativo de las ventas (Veloutsou y Delgado-Ballester, 2019).…”