What is it about?
This review outlines a host of original manuscripts published in Brand Management during 2015, offering cutting-edge analysis and some of the latest thinking in the field from International experts in academia and industry.
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Why is it important?
Offers a delineation of various contemporary issues faced in Brand Management during 2015 including the themes of: 1. Development and management of brands in China; 2. Corporate heritage brands; 3. Brand measurement; 4. Brand naming; 5. Rebranding; 6. Brand and line extensions; 7. Anti-branding.
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This page is a summary of: Journal of Brand Management – Year end review 2015, Journal of Brand Management, December 2015, Springer Science + Business Media,
DOI: 10.1057/bm.2015.41.
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