Journal of Product & Brand Management

The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product
and Brand Management
Cleopatra Veloutsou, Francisco Guzmán,
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Cleopatra Veloutsou, Francisco Guzmán, (2017) "The evolution of brand management thinking over the last 25 years as
recorded in the Journal of Product and Brand Management", Journal of Product & Brand Management, Vol. 26 Issue: 1,
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 The evolution of brand management thinking
over the last 25 years as recorded in the
Journal of Product and Brand Management
Cleopatra Veloutsou
Adam Smith Business School, University of Glasgow, Glasgow, UK, and
Francisco Guzmán
University of North Texas, Denton, Texas, USA

Abstract
Purpose – By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand
Management (JPBM), this paper aims to analyze the changes in the way branding has been approached in research, highlight the current challenges
the discipline faces and suggest future research avenues that will hopefully further enrich brand management knowledge.
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Design/methodology/approach – This paper includes internal historical literature review and commentary.
Findings – After a thorough analysis of the journal’s content, the contribution that the JPBM has made in the development of brand management
knowledge over the past 25 years is highlighted. Eight major shifts in brand management research and thought, and three overarching difficulties
and challenges, are identified.
Research limitations/implications – By solely focusing on the contributions published in the journal, by no means this review is exhaustive and
includes all the contributions to the discipline. Its contribution is limited to the analysis of the work, and the evolution of brand management
thinking, recorded in the JPBM.
Originality/value – The paper highlights the evolution of brand management thought and presents imperatives and challenges to guide future
research in brand management.
Keywords Brand engagement, Brand experience, Brand communities, Brand management, Brand love, Brand relationships,
Consumer brand equity, Financial brand equity, Brand hate, Brand as a person
Paper type Research paper

Introduction (Lysonski et al., 1995; Wood and Tandon, 1994) and the
product management system was also another popular theme
Since its inception, the Journal of Product and Brand
(Katsanis and Pitta, 1995; Van et al., 1994). A lot of the early
Management (JPBM) has featured papers that advance the
work presented in the journal that focused on product-related
theoretical and managerial knowledge in the areas of product
decisions remains relevant, and papers on product management
management and brand management. During the past 25
related issues will always have a place in the journal.
years, branding has drastically evolved – becoming global,
Although in some of the early work, products and brands
strategic and interdisciplinary – in response to the
were approached in a similar manner (Alreck, 1994); as time
ever-changing market, environmental and technological
passed, the proportion of papers published in the journal from
challenges organizations face when managing their brands and
the area of brand management increased. Furthermore, brand
brand reputations. As a result, the JPBM has developed into
management progressively became seen as a distinct field.
an international and interdisciplinary journal.
During the past 25 years, a lot of new ideas have been
In its early years, the papers published in the journal mostly
introduced in the area of brand management dramatically
focused on product decisions, new product development in
changing the field. These changes were driven by factors such
different types of companies (Hanna et al., 1995), general
as changes in the way that consumers think about, approach
product advice (Valentin, 1993, 1994), support to specific
and consume brands, technological changes and an increased
product questions including concept development, product
need for brand accountability. Over time, the field of brand
testing (Duke, 1994) and management of the interfaces
management became increasingly important as brands were
(Warren, 1992) and managing product development teams
recognized as key drivers for business success.
(Pitta et al., 1996). The role of the product managers
JPBM has significantly contributed to the development of
brand management knowledge. This piece outlines the
The current issue and full text archive of this journal is available on evolution of brand management research over the past 25
Emerald Insight at: www.emeraldinsight.com/1061-0421.htm years, by reporting the contribution of the journal to the
advancement of brand management thinking. In particular, it
reports changes in the way to approach branding and the
Journal of Product & Brand Management current challenges the discipline faces, both in terms of
26/1 (2017) 2–12
© Emerald Publishing Limited [ISSN 1061-0421]
research and of managing brands. It concludes by suggesting
[DOI 10.1108/JPBM-01-2017-1398] future research avenues that will hopefully further enrich

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 Evolution of brand management thinking Journal of Product & Brand Management
Cleopatra Veloutsou and Francisco Guzmán Volume 26 · Number 1 · 2017 · 2–12

brand management knowledge and result in strategies relevant initiated within a family via the interactions with other family
to practice. members (Iyer et al., 2016). Consumers develop relationships
with brands of various product categories in similar ways
(Fetscherin et al., 2014) and proactively behave in ways to
The evolution of brand management over the support and protect the reputation of a brand (Taute and
past 25 years Sierra, 2014) given their investment in building a brand
From brands as transactional tools managed from relationship (Hess et al., 2011). Research has also identified
within companies to brands as engagement entities the factors that influence the duration of a brand relationship
co-created with others. (Huber et al., 2015), the level of engagement (Franzak et al.,
As a reflection of brands being considered a tactical tool that 2014) and the factors that will enact active engagement
facilitated selling products, a lot of the early research on brand (Sarkar and Sreejesh, 2014).
management examines the role of the management team in Given the role of multiple internal and external stakeholders
the development of brand meaning and the management of in the development of brand meanings, securing that there is
the brand (Boatwright et al., 2009), the performance of the consistency among the views of all of them is of crucial
brand through the performance of its management team importance for any organization (Biedenbach and
(Wood and Tandon, 1994) and the team supporting the brand Manzhynski, 2016; Saleem and Iglesias, 2016). Thus, the
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(Panigyrakis and Veloutsou, 1999), whereas limited research imperative of developing consistency throughout all brand
focuses on the internal brand management processes (Dunes touchpoints has now become developing consistency
and Pras, 2013). Currently, however, as a reflection of brands throughout all brand touchpoints and, for all stakeholders,
being strategic assets that generate value for multiple actors, it understanding that the flow of brand meaning is
is widely acknowledged that other stakeholders such as multidirectional.
consumers (Cova and Paranque, 2016; Kaufmann et al.,
2016), employees working in various positions and not direct
From interacting with brands as individuals to
members of the brand management team (Indounas and
interacting with other consumers and with brands
Arvaniti, 2015; Judson et al., 2006; Kaufmann et al., 2016)
collectively
and other brands associated with the focal brand
(Papadimitriou et al., 2008; Thomas, 2014, 2015) – among To satisfy various personal and social needs (Palazon et al.,
many others stakeholders who might see the brand differently 2015; Ruane and Wallace, 2015; Simon et al., 2016) or to
from one another (Pino et al., 2015) – co-create a brand. What express their feelings toward a brand (Kaufmann et al., 2016),
these stakeholders say, believe and express impacts the consumers decide to belong to brand related groups.
market’s perception and evaluation of a brand; even Consumers develop bonds, a sense of community and a social
expressions that some might feel have limited relevance such structure with other people who consume a same brand
as the political views of managers (Leak et al., 2015). (Taute and Sierra, 2014). Although brand-related consumer
While some research suggests that brand management groups, or brand communities, have existed for a long time,
teams still have most of the control and a strong influence in the wide use of the internet and social networks such as
the development and management of brand meaning (Urde, Facebook, Twitter, Instagram and Pinterest facilitate the
2016), other study argues that the branding process has been process of consumers finding likeminded individuals that
transformed and the control of brand meaning has been support the brands they like (Dessart et al., 2015; Simon et al.,
mostly surrendered, as brands are co-created with agents that 2016; Tafesse, 2016). In sum, research shows that,
do not work in the company (Cova and Paranque, 2016). This individually or collectively, consumers are using brands to
holds true for multiple industries (Kristal et al., 2016) and, in define their individual and social selves.
some occasions, for the development of brand extensions The trend of joining brand-related groups seems to be
(Boon et al., 2016) or new products by brand communities increasing, as evidence of the existence of brand
(Pitta and Fowler, 2005). Other research argues that even the communities has been heavily researched in various
stories that build brand meaning have transitioned from being contexts and industries: automobile (Hutter et al., 2013;
developed by the companies – storytelling – to being
Tafesse, 2016), clothing (Wallace et al., 2014), cosmetics
developed by the consumers – storygiving (Hughes et al.,
(Tafesse, 2016), fashion (Wallace et al., 2014), food (Cova
2016).
and Paranque, 2016; Wallace et al., 2014), higher
The challenges of having highly engaged consumers have
education (Chauhan and Pillai, 2013), retail (Wallace et al.,
been well researched and documented (Roberts and Alpert,
2010). Although different relational models that may generate 2014) and spirits and beverages (Tafesse, 2016; Wallace
different types of consumer engagement with brands have et al., 2014). Research also highlights the existence of
been suggested (Kaltcheva et al., 2014), consumers engage internal brand communities, namely, of employees and
with brands via various dimensions: cognition – in particular, their importance in supporting and developing the delivery
attention and absorption; affect – in particular, enjoyment and of a brand identity (Devasagayam et al., 2010). Thus, the
enthusiasm; and behavior – in particular, learning, endorsing imperative of delivering value to an individual consumer has
and sharing (Dessart et al., 2015). There is also evidence that now become delivering value that is right for both
consumers develop specific mental connections (Baxter et al., individuals, brand groups and individuals in their brand
2015) and positive brand relationships with brands from a group settings, understanding that value creation is
very young age (Rodhain and Aurier, 2016), sometimes multidirectional.

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 Evolution of brand management thinking Journal of Product & Brand Management
Cleopatra Veloutsou and Francisco Guzmán Volume 26 · Number 1 · 2017 · 2–12

From consuming brands to experiencing brands circumstances as when a brand’s reality changes, such as in the
As consumers shifted from using brands as identifiers to case of brand name change (Delassus and Descotes, 2012).
expecting brand experiences, research followed path (O’Cass Although a lot of research is still based on conceptualizations
and Grace, 2004). A brand experience originates from the that have been used for a long time to measure
multiple interactions a consumer has with a brand, including consumer-based brand equity – such as Aaker’s
the perception of the brand name, the billing, order and four-dimensional model that suggests that consumer-based
application forms, mass media impressions, point of sales brand equity comprises awareness, associations, perceived
material and assistance, recommendations from quality and loyalty (Dwivedi et al., 2015; Jaikumar and Sahay,
acquaintances and salespeople, the emotional reaction to 2015; Myers, 2003; Pappu and Quester, 2006, 2008; Su and
events and the connectedness of the brand stories (Khan and Tong, 2015; Tong and Hawley, 2009) – for long research has
Rahman, 2016). The expectation of brands becoming also highlighted the need to improve its measurement (Buil
experience providers highlights the importance of creating et al., 2008; Mackay, 2001; Nguyen et al., 2015; Pappu et al.,
consistency throughout all touchpoints and for all 2005; Veloutsou et al., 2013). Some research suggests that the
stakeholders. measurement of brand equity might be context-specific
Currently, consumers crave both hedonic and functional (Christodoulides and de Chernatony, 2004). Other research
brand experiences (Merrilees, 2016). Research uses two discusses the dimensions of consumer-based brand equity and
paradigms to approach the phenomena: consumption argues that brand strength measurement evolves over time
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experience and brand experience (Mishra et al., 2014). Brand (Veloutsou et al., 2013). Recent research has begun to use
experience is primarily classified as sensory, affective, alternative conceptualizations to measure the construct
behavioral and intellectual (Trudeau and Shobeiri, 2016a, (Nguyen et al., 2015).
2016b) and has perceptual epistemic and embodied Another research focus on brand strength or value over the
dimensions (Tafesse, 2016) in terms of usability (functional years has been from a financial perspective. The financial
value), social value and pleasure in use (hedonic value) value of the brand and the financial performance of the
(Mishra et al., 2014). Research has also identified that company have often been conceptualized as financial-based
consumers are subjected to some interactive experiences, brand equity (Davcik et al., 2015). Research often uses
primarily during brand co-creation, but that the process publicly available data to assess the financial strength of
development and the nature of the experience itself varies brands (Isberg and Pitta, 2013; Wang, 2010). Although
depending on the type of consumed product or service and the historically conceptualized as two separate constructs or
consumption context (Merrilees, 2016). perspectives, research has focused on the links between
Ultimately, the manners that consumers experience brands consumer- and financial-based brand equity. Because
influence the way that they relate and react to them organizations are primarily concerned with the real tangible
(Karjaluoto et al., 2016), as well as the way that they process value that their companies will get from their brands, rather
any brand-related information (Mooy and Robben, 2002). than the intangible strength in the minds of consumers,
Technology has played an important role in how consumers research has tested the link between the financial- and
experience brands, as research in an internet and social media consumer-based brand equity constructs (Nguyen et al.,
context has proven (Dessart et al., 2015; Vernuccio et al., 2015) attempting to bridge this gap.
2015). Thus, the imperative of developing an individualized New concepts have also been introduced to measure the
brand experience has now become developing an interactive, strength of brands for other stakeholders and various focal
individualized but yet communal, brand experience entities. In terms of the strength of a brand in the minds of
throughout all brand touchpoints for all stakeholders, other stakeholders, recent research examines employee-based
understanding that not all stakeholders are actively involved. brand equity (Poulis and Wisker, 2016). In terms of the
strength of a brand for other focal entities, research examines
store equity (Gil-Saura et al., 2016) and the effect of global
From measuring the strength of the brand to
nation product equity on cultural products available in places
developing complex brand equity systems
other than their country of origin (Kim et al., 2015; Orth et al.,
Brands are one of the most valuable organizational intangible
2005). Most of the existing research examines brand equity as
assets (Chaudhuri, 1995; Seetharaman et al., 2001), and this
the past or historical strength of a brand, but recent research
value is commonly measured through the concept of brand
suggests that it is necessary to move forward and evolve our
equity. Brand equity is the added value a brand provides to a
thinking, as the concept has, to a more forward-looking
product or service compared to the value of a similar
approach – based on the estimation of future income flows –
unbranded product or service. The concept of brand equity
such as market brand equity (Schultz, 2016). Thus, the
has been thoroughly studied and examined over the past 40
imperative of estimating the strength or value of a brand from
years from multiple perspectives and approaches (Davcik et al.,
a single perspective with a static or snapshot approach has now
2015). New ways of examining the concept are constantly
become estimating dynamic and forward-looking brand equity
introduced.
systems.
The main research focus on brand strength or value over the
years has been from a consumer perspective. The main
construct used to measure the strength or value of a brand in From focusing on positive brand outcomes to
consumers’ minds has been consumer-based brand equity managing negative brand outcomes
(Davcik et al., 2015). Consumer-based brand equity has been Most research on branding focuses on the development of
analyzed under multiple market and environmental positive customer feelings and company or brand outcomes. It

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 Evolution of brand management thinking Journal of Product & Brand Management
Cleopatra Veloutsou and Francisco Guzmán Volume 26 · Number 1 · 2017 · 2–12

is common to find research that supports positive brand and the influence of the place of production on brand
relationships (Giovanis, 2016; Trudeau and Shobeiri, 2016a, evaluation (Ar and Kara, 2014).
2016b) – such as brand romance (Patwardhan and Research has also examined people as brands, including
Balasubramanian, 2011), brand love (Huber et al., 2015; celebrities or politicians in their own right (Bigi et al., 2016;
Karjaluoto et al., 2016; Kaufmann et al., 2016; Vernuccio Hsu and McDonald, 2002; Kowalczyk and Pounders,
et al., 2015; Wallace et al., 2014), brand advocacy (Wallace 2016) or in a supportive role as brand endorsers (Dwivedi
et al., 2014), brand evangelism (Becerra and Badrinarayanan, et al., 2015; Jaikumar and Sahay, 2015; Till, 1998). Other
2013) – and positive brand outcomes – such as trust (Becerra contexts in which brands have been examined include
and Badrinarayanan, 2013; Ha, 2004; Hegner and Jevons, employers as brands that attract employees (Sivertzen et al.,
2016; Li et al., 2015) and brand loyalty (Ferreira and Coelho, 2013), stores as brands (Gil-Saura et al., 2016) and sports
2015; Lu and Xu, 2015) – to the extent that consumers often teams as brands (Kwak et al., 2015).
purchase second-hand branded products in search of positive In addition, research has examined brands in contexts that
reinforcement (Turunen and Leipämaa-Leskinen, 2015). have gained importance given their market growth in the past
Although past research explores the negative perception of 25 years. Studies have focused on rarity as a key characteristic
products (Widrick and Fram, 1992), research on brand of luxury brands (Kapferer and Valette-Florence, 2016;
negativity, or a negative brand outcome, is limited. Recently, Veg-Sala and Roux, 2014) and brands offered by retailers –
own label brands (Marques dos Santos et al., 2016; Veloutsou
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this research trend began to change. Studies have analyzed the

et al., 2004), store brands (Baltas, 1997) or private label
importance of information, feelings and experiences that lead
products that carry a retailers’ brand (do Coelho do Vale and
to negative outcomes, such as information overload (Hutter
Verga Matos, 2015; Halstead and Ward, 1995; Richardson
et al., 2013), information on crisis situations (Jeon and Baeck,
et al., 1996). Thus, the imperative of viewing brands as a
2016), product recalls (Souiden and Pons, 2009), negative
selling tool for products and services is now viewing everything
consumer reviews (Ullrich and Brunner, 2015) and guilt
and everyone as a potential brand, understanding that many
(Jeong and Koo, 2015). Recent research also investigates how
powerful brands have grown organically without a traditional
negative brand feelings rival positive brand feelings business organization behind it.
(Marticotte et al., 2016) and how brand engagement may be
positively or negatively valenced (Hollebeek and Chen, 2014).
The assessment that consumers have about an offer over time From using traditional data collection and data
analysis methods to introducing new methodological
influences the effect of a negative stimulus about a brand
approaches
(Ullrich and Brunner, 2015).
A lot of the early research in brand management simply
The increase of research attention on negatively valenced
reported descriptive statistics. Over the years, data collection
feelings and behaviors highlights the importance of examining
and analysis methods constantly advanced. Methods that
the nature and role of this phenomenon. Recently introduced
currently are seen as the norm, such as structural equation
constructs include different forms of brand hate (Zarantonello
modeling and experimental design, were introduced into
et al., 2016) and brand avoidance with its dimensions and
branding research during the past 25 years.
categories (Rindell et al., 2014). The study of negative brand This trend has continued in recent years, and, studies using
phenomena is in its infancy and needs further investigation. novel data collection methods such as functional magnetic
Future research should examine its antecedents, outcomes, resonance imaging fMRI (Al-Kwifi, 2016; Marques dos
the manner it develops over time and ways that it should be Santos et al., 2016), electroencephalography (Boshoff, 2016)
managed to benefit brands (Zarantonello et al., 2016). Thus, and netnography (Hollebeek and Chen, 2014) have been
the imperative of exploring ways to increase positive brand published. The overall goal of introducing new research
outcomes is now complemented by exploring ways to manage methods will always be to capture reality in the most accurate
negative brand outcomes, understanding that these happen in way, improve our understanding of why consumers and
real time and can be quickly communicated. companies act the way they do and provide better suggestions
to managers and policy makers on how to navigate in an
From goods and services brands to brands of all ever-changing market reality.
different natures
As mentioned in the first section of this manuscript, the From focusing on tangible brand characteristics to
original focus of brands being a tool to better sell products and appreciating human-like brand characteristics
services has evolved. Currently, almost everything is branded – Much research and discussion has examined the human-like
products, services, places, people, animals, events, characteristics of a brand since the introduction of the brand
organizations, ideas, etc. Research has responded accordingly personality concept to the literature. Brands are seen as having
examining countries, regions and cities as brands human characteristics including personality (Arora and
(Rojas-Méndez, 2013), tourist destination brands (Balmer Stoner, 2009; Freling and Forbes, 2005; Lin, 2010) and
and Chen, 2016; Pino et al., 2015; Rojas-Méndez et al., 2015), gender (Azar, 2013, 2015). Currently, how a brand is viewed
places to invest as brands (Papadopoulos et al., 2016), places as a person appears to be a one of the key positioning
to work as brands (Pino et al., 2015), places to live in as brands attributes. The decoding of the characteristics of a brand as a
(Hakala et al., 2015; Kemp et al., 2012; Pino et al., 2015), the person and the perceived brand personality (Lin, 2010;
contribution of the place of origin to a brand (Brodie and Maehle and Shneor, 2010) as well as the level of congruence
Benson-Rea, 2016; Lu and Xu, 2015; Yousaf and Li, 2015) between a consumer’s personality and the perceived

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 Evolution of brand management thinking Journal of Product & Brand Management
Cleopatra Veloutsou and Francisco Guzmán Volume 26 · Number 1 · 2017 · 2–12

personality of a brand (Lin, 2010) influence consumer Franzak, 2008). Companies have to respond to this challenge
purchase decisions. Research has also found that perceived by assessing the suitability of their practices and choices, such
brand personality is considered by potential employees when as the choice of brand names or of the use of the appropriate
considering working for a company, as well as it affects the marketing mechanisms to develop brand equity.
performance of current employees (Gammoh et al., 2014). In Given the increasingly global nature of the markets, recent
sum, the imperative of viewing brands as static and lifeless research has focused on the implications of using foreign
product or service identifiers and descriptors is now viewing brand names by Chinese companies in the USA (Fetscherin
brands as dynamic experiential entities full of life, to which et al., 2015) and foreign-name brands in the USA and China
consumers can talk to, connect with and with whom they can (Villar et al., 2012). The appropriateness of choosing local
build long-lasting relationships. versus global brands is a current branding concern (Lee et al.,
2008), as exposure to global mass media has been found to
Difficulties and challenges for brands influence the way that global brands are perceived (Frank and
Watchravesringkan, 2016). Likewise, the country of
Increased expected accountability and loss of control
production has also become a big concern for global players
With change and evolution, it is only natural that new
and brands (Ar and Kara, 2014).
difficulties and challenges emerge. For example, it is not
Given the increased global environment in which brands
uncommon for successful brands to have to compete with
compete, there is a need to understand both the similarities
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counterfeit products that look similar to the genuine offer

and differences in brand perceptions in many country contexts
(Baghi et al., 2016; Bian and Moutinho, 2011; Le Roux et al.,
(Godey et al., 2013). It is thus not surprising that quite a lot of
2016) or to have to compete with products imported via
the research reports findings from data collected from
unauthorized channels, commonly called gray goods (Chen,
managers or consumers who are based in multiple countries
2007). Likely, with co-creation, organizations need to cope
using both online (Hegner and Jevons, 2016; Dessart et al.,
with the challenge of losing total control of the brand meaning
2015) and traditional (Buil et al., 2008; Li et al., 2015;
(Cova and Paranque, 2016; Hughes et al., 2016; Kristal et al.,
Veloutsou et al., 2013) data collection methods. The
2016; Saleem and Iglesias, 2016; Urde, 2016). It can only be
imperative of global brands adapting their brand stories to
expected that as the environmental and technological
local markets is now that global brands must identify
characteristics of the market change, brand managers and
consumer similarities across markets to develop a unified
academics will keep identifying and learning how to cope with
brand story that resonates across markets, understanding that
arising difficulties and challenges.
global consumers, regardless of their location, are ever more
alike.
Technology, brands and speed of change
One of the key changes of modern society is the level of
engagement with, and speed of change of, technology. During The way forward
the past 25 years, the everyday activities of most consumers As brand managers and academics adapt to evolving brand
has been heavily influenced by technology – trend that is not realities, research will focus on new technological,
likely to change. Probably one of the most drastic changes environmental and global challenges. Such as during the past
relate to how people go on with their daily lives by being 25 years, JPBM aspires to be in the forefront of these
engaged to social media. Consumers spend a lot of their academic conversations providing an outlet for innovative
working and personal time in various social media platforms research. In the previous sections, a series of imperatives and
and interact online with other consumers of a brand (Simon challenges have been outlined in hope of motivating future
et al., 2016; Vernuccio et al., 2015). Specific technologies research. Moving forward, the journal invites research that
allow individuals to express themselves in different manners addresses these and other brand changing phenomena:
using the functions they offer (Tafesse, 2016). Currently, ● how brands develop consistency throughout all brand
brand use often transitions from the real to the virtual world touchpoints and for all stakeholders considering that the
and vice versa (Ramanathan and Purani, 2014). Consumers flow of brand meaning is multidirectional;
have grown to expect a seamless experience of a brand and its ● how brands deliver value that is right for both individuals,
extensions in both contexts, forcing managers to learn how to brand groups and individuals in their brand group settings,
support the brands and secure their success in this new reality. considering that value creation is multidirectional;
The imperative of brands adapting and adopting new ● how brands develop an interactive, individualized but yet
technologies to keep up with market change is now that brands communal, brand experience throughout all brand
are technological to provide a seamless and real time brand touchpoints for all stakeholders, considering that not all
experience throughout all real and virtual brand touchpoints. stakeholders are actively involved;
● how brands estimate dynamic and forward-looking brand
The increasingly global nature of markets equity systems;
As markets have become more global, brands are diffused ● how brands manage negative brand outcomes considering
across borders and cultures (Frank and Watchravesringkan, that these happen in real time and can be quickly
2016). Companies are therefore using less-differentiated communicated;
methods to approach countries that in the past were seen as ● how everything and everyone is a potential brand,
very dissimilar, whereas global market segments are being considering that many powerful brands have grown
identified and targeted because customers located in different organically without a traditional business organization
parts of the planet behave in a similar manner (Pitta and behind it;

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 Evolution of brand management thinking Journal of Product & Brand Management
Cleopatra Veloutsou and Francisco Guzmán Volume 26 · Number 1 · 2017 · 2–12

● how new research methods capture reality in a more Becerra, E.P. and Badrinarayanan, V. (2013), “The influence
accurate way to improve our understanding of why of brand trust and brand identification on brand
consumers and companies act the way they do and provide evangelism”, Journal of Product & Brand Management,
better suggestions to managers and policy makers on how Vol. 22 Nos 5/6, pp. 371-383.
to navigate in an ever-changing market reality; Bian, X. and Moutinho, L. (2011), “Counterfeits and
● how brands as are becoming dynamic experiential entities branded products: effects of counterfeit ownership”, Journal
full of life, to which consumers can talk to, connect with of Product & Brand Management, Vol. 20 No. 5,
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markets to develop a unified brand story that resonates
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future of branding and brand management is promising and “A step-by-step process to build valued brands”, Journal of
exciting. JPBM is looking forward to receiving leading Product & Brand Management, Vol. 18 No. 1, pp. 38-49.
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contributing to the evolution of brand management thought generated brand extensions: definition and response
and practice. strategies”, Journal of Product & Brand Management, Vol. 25
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time”, Journal of Product & Brand Management, Vol. 25 About the authors
No. 1, pp. 26-42.
Van, R., Wood, V.R. and Tandon, S. (1994), “Key Cleopatra Veloutsou is a Senior Lecturer in Marketing in
components in product management success (and failure): the Adam Smith Business School of the University of
a model of product managers’ job performance and job Glasgow, a Visiting Professor at the University of Bari and the
satisfaction in the turbulent 1990s and beyond”, Journal of Head of the Marketing Research Unit of the Athens Institute
Product & Brand Management, Vol. 3 No. 1, pp. 19-38. of Education and Research (ATINER). She holds an MBA
Valentin, E.K. (1993), “Five lethal product development and degree and was awarded a PhD degree from the Athens
diversification traps”, Journal of Product & Brand University of Economics and Business in Greece. Her primary
Management, Vol. 2 No. 2, pp. 48-58. research interest is on Brand Management. She has also
Valentin, E.K. (1994), “Commentary: marketing research worked in Relationship Marketing and Marketing
pitfalls in product development”, Journal of Product & Communications. She has published about 40 articles in
Brand Management, Vol. 3 No. 4, pp. 66-69. international academic journals, including the Industrial
Veg-Sala, N. and Roux, E. (2014), “A semiotic analysis of the Marketing Management, the International Journal of Advertising,
extendibility of luxury brands”, Journal of Product & Brand the Journal of Brand Management, the Journal of Business
Management, Vol. 23 No. 2, pp. 103-113. Research, the European Journal of Marketing, the Journal of
Veloutsou, C., Christodoulides, G. and de Chernatony, L. Marketing Management and the Journal of Product and Brand
(2013), “A taxonomy of measures for consumer-based Management. Dr Veloutsou is the co-editor of the Journal of
brand equity: drawing on the views of managers in Europe”, Product and Brand Management since 2014; she is on the
Journal of Product & Brand Management, Vol. 22 No. 3, editorial board of various journals including the European
pp. 238-248. Journal of Marketing, the Journal of Brand Management and the
Veloutsou, C., Gioulistanis, E. and Moutinho, L. (2004), Services Theory and Practice, whereas she has guest edited
“Own labels choice criteria and perceived characteristics in issues in various journals. She has been the Conference Chair

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 Evolution of brand management thinking Journal of Product & Brand Management
Cleopatra Veloutsou and Francisco Guzmán Volume 26 · Number 1 · 2017 · 2–12

and a Member of the Organizing Committee for a number of brand co-creation. His work had been published in Journal of
International Academics Conferences in Marketing and Brand International Marketing, European Journal of Marketing, Journal
Management. Cleopatra Veloutsou is the corresponding of Business Research, Journal of Marketing Management, Journal
author and can be contacted at: Cleopatra.Veloutsou@ of Consumer Marketing, Industrial Marketing Management,
glasgow.ac.uk Journal of Brand Management, Journal of Political Marketing
Francisco Guzmán (PhD, ESADE-Universitat Ramon and Harvard Business Review América Latina, among others.
Llull) is an Associate Professor of Marketing at the University He currently serves as Co-editor in chief of the Journal of
of North Texas. His research focuses on branding and social Product and Brand Management, Chair of the Cross-Cultural
transformation and includes branding and CSR, branding and Research Conference and a Member of the Scientific Board of
sustainability, political candidate branding, brand equity and the Academy of Marketing SIG’s Global Brand Conference.
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1. PappuRavi, Ravi Pappu, ChristodoulidesGeorge, George Christodoulides. 2017. Guest editorial. Journal of Product & Brand
Management 26:5, 433-434. [Citation] [Full Text] [PDF]
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