The Journal publishes original and insightful peer-reviewed articles as well as industry-based case studies, plus invited expert commentaries and editorials which rigorously consider:
- models and theories effectively used in brand management research and practicehow the world's leading companies are managing their brandsthe latest thinking, techniques and initiatives used by agencies and consultantscurrent case studies which explore leading organisations' practical experiences, the problems faced and the lessons learnedapplied research from leading business schools, research institutes and universitiesIf after reading the aims and scope you consider your article potentially relevant you may submit your work for consideration as per the normal process. The Journal Editors do not ordinarily discuss potential suitability of articles prior to submission.
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The Journal also regularly publishes themed special issues and is essential reading for brand strategists in both private and public sector organisations, and academics in universities and business schools - including:
- Professors and LecturersMaster, MBA and PhD studentsBrand ResearchersMarketing and Branding ConsultantsHeads of Branding, Brand Directors and ManagersMarketing DirectorsBusiness Development ManagersHeads of Corporate CommunicationsCEOs and Managing DirectorsAgency DirectorsPlanning Directors and Strategic PlannersIP Lawyers and Patent Attorneys
Topics covered include, but are not limited to:
| Online or Digital Branding | Brand Metrics and/or Analytics | Luxury Branding | Brand Ethics and/or Corporate Social Responsibility | Brand and Finance |
| Brand Reputation, Identity and Image | Brand Relationship, Loyalty or Love | Branding and Technology | Branding, Innovation and/or R&D | Brand Valuation |
| Integrated Brand Communication | Brand Management | Brand Equity | Brand Community (Online) | Product Branding |
| Service Branding | Business-to-Business Branding | Retail Branding | Private Label Branding | Brand Heritage and History |
| Qualitative and Quantitative Brand Research | Brand Architecture and Portfolios | Brand Alliances and Mergers | Corporate Brand Management | Brand Experience |
| Brand Crises | Brand Counterfeits | Brand and Law | Brand Extension and Brand Growth | Brand Credibility and Trust |
| Open Brand Management | Brand Elements (Logo, Naming, Packaging, etc.) | Branding for Profit and Non-Profit Organisations | Brand Co-creation | Brand Research Methods |