Names, brands, branding: beyond the signs, symbols, products and services

Purpose – The paper aims to stimulate discussion of what branding actually is, does and maybe should do. Design/methodology/approach – A reflective essay is presented which briefly outlines the history of meanings of branding leading to speculation about future meanings. Findings – The paper finds that the term “brand” is now used extensively in previously unimaginable areas, yet the common examples and textbooks seem to be inexorably linked to little beyond the brand management of products or for‐profit consumer services. Practical implications – With this piece, the Journal of Product & Brand Management starts a new section that aims to bring discussion beyond products brand management – taking thinking about brands beyond the current conventions. Originality/value – This paper provides a detailed call to action for academics and practitioners interested in exploring possible futures of branding thought.