In the past three Journal of Product & Brand Management special issues derived from the Academy of Marketing's "Brand, Corporate Identity and Reputation Special Interest Group" International Colloquiums, the focus has shifted from "The power of brands as intangible assets" (2009, Vol. 18, No. 5) to the "Key changes and challenges for brand in an uncertain environment" (2011, Vol. 20, No. 6) to "The multi-sensory and multi-experiential brand challenge" (2012, Vol 21, No. 6). In the first special issue papers primarily explored how tangible and intangible aspects of branding affect the brand experience and serve as sources of value for the consumer. In the second special issue the focus shifted towards the corporate brand and how these address the broader interests of multiple stakeholders. In the third special issue, the focus shifted back to the consumer, and explored the challenges brand management faces as customers demand multisensory and multi-experiential brand interactions. This special issue, which derives from the 8th International Colloquium held in Oporto in 2013, focuses on the conference theme on how brands drive sustainable growth.
展开▼
