What is it about?

This review reflects on the considerable heritage of the Journal of Brand Management between 1993 and 2014 and includes a discussion of seven key brand management themes identified from the archive.

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Why is it important?

Provides insight into major trends both past and contemporary within the sphere of Brand Management.

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This page is a summary of: Twenty-one years of the Journal of Brand Management: A commemorative review, Journal of Brand Management, December 2014, Springer Science + Business Media,
DOI: 10.1057/bm.2015.3.
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