Journal of Product & Brand Management: Volume 19 Issue 2

Do logo redesigns help or hurt your brand? The role of brand commitment

Logos are a critical component of brand aesthetics. Frequently companies redesign their logos, and many redesigns result in more rounded logos. How do such redesigns affect…

Can followers overcome pioneers? The role of superior alignable differences in consumer evaluation of brand extensions

This paper seeks to examine whether the follower extensions with superior alignable differences can overcome the pioneer extensions with regard to brands.

Club Med: coping with corporate brand evolution

This paper aims to identify how community members of a long‐established service brand, Club Med, negotiate the strategic decision made by management in 2002 to substantially alter…

How bureaucrats and bean counters strangled General Motors by killing its brands

This paper seeks to use branding literature to understand the rise and fall of GM's brands.

Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)

The purpose of this research is to offer a model that incorporates both direct and indirect effects of brand's perceived personality on three major relational consequences of this…

Product strategy in harsh economic times: Subway

This paper aims to describe a pricing process that can aid companies in modifying their product strategy.

Pricing practices in Victorian America: evidence from a satirical point of view

This paper seeks to investigate how consumers in Victorian America related prices to quality and value in deliberations about urban life, housing, and a newly‐emerging…

Interactions between price and price deal

The purpose of this study is to examine the interactive effect of price and price deal. Specifically, it desires to measure how consumers' behavioral intentions toward the brand…

Branding Only Works on Cattle

How to Have Kick‐Ass Ideas – Shake up Your Business, Shake up Your Life

Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition

Editorial