Future challenges and opportunities in brand management: An introduction to a commemorative special issue

What is it about?

Editorial provided by the Journal Editors discussing a commemorative special issue of the Journal of Brand Management developed in celebration of 21 years of the Journal, outlining seven invited articles from some of the leading thinkers in the field covering a variety of contemporary topics.

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Why is it important?

Editorial also delineates five relevant challenges and opportunities for the future to help inspire ideas for practical implementation in brand management research.