Editor's introduction: brand management

摘要: Two academic Journals (the Journal of Brand Management and the Product Management) are entirely devoted to study brands. In addition, a number special issues have focused on specific topics in branding, for instance Business Industrial Marketing (2007) Special Issue Branding Markets, European (2003) Corporate Service Brands (1994) Management. Moreover, most marketing consumer behaviour conferences include „branding‟ or „brand management‟ track. There also frequent specialist (e.g. annual „Thought Leaders International Conference Management‟) Interest Groups Academy Marketing‟s Identity Reputation Group).