Key changes and challenges for brands in an uncertain environment

Oriol Iglesias; Jatinder J. Singh; Mònica Casabayó

doi:10.1108/10610421111166577

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Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

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Key changes and challenges for brands in an uncertain environment

Document Information:
Title:	Key changes and challenges for brands in an uncertain environment
Author(s):	Oriol Iglesias, (ESADE – Universitat Ramon Llull, Barcelona, Spain), Jatinder J. Singh, (ESADE – Universitat Ramon Llull, Barcelona, Spain), Mònica Casabayó, (ESADE – Universitat Ramon Llull, Barcelona, Spain)
Citation:	Oriol Iglesias, Jatinder J. Singh, Mònica Casabayó, (2011) "Key changes and challenges for brands in an uncertain environment", Journal of Product & Brand Management, Vol. 20 Iss: 6, pp.436 - 439
Keywords:	Brand equity, Brand heritage, Brand management, Luxury brands, Narratives
Article type:	Conceptual paper
DOI:	10.1108/10610421111166577 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	Purpose – Brands are facing key changes and challenges that need to be addressed from both the academic as well as the managerial perspectives. This paper aims to discuss some of them and revises the research agenda of the field of brand management. Design/methodology/approach – Conceptual implications are drawn from the analysis and discussion of the papers of this special issue, as well as from previous literature. Findings – In this global world in which brands are present in many different countries and operate in really diverse business sectors the classical brand management theories and many of their assumptions may need to be revised. Originality/value – The paper discusses the key challenges that brands are facing and encourages academics to use the rich diversity of methodologies that they have at their disposal and that can be extremely helpful to address the future research agenda of this field.