Purpose – In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and test a new instrument, named “Multi‐Sensory Sort” (MuSeS). Design/methodology/approach – MuSeS,...

Purpose – The purpose of this study is to define the tasks of product managers from the perspective of professional brand managers and to point out the gaps between their short‐ and long‐term tasks. Design/methodology/approach – The paper conducted two studies: the first utilized a focus...

Purpose – The aim of this paper is to conceptualise the influences of extreme negative emotional response towards luxury brands as expressed in brand hate. Design/methodology/approach – The paper uses examples obtained from a critical incidents approach to interviews with a small sample of...

If this company were split up, I would give you the property, plant and equipment and I would take the brands and trade marks and I would fare better. This commonly held belief illustrates the immense value of the brand today, but how do you create and manage a star brand? Perhaps this question...

Looking for a textbook approach to managing your brand? Sadly, there is no such thing. However, there are many sources from which to draw insights into successful brand management. Lego, McDonald’s and JCB provide three interesting examples.

Purpose – To provide a concise briefing on the most topical issues and relevant implications from the top 400 management publications in the world. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the argument...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – Scans the top 400 management publications in the world to identify the most topical issues and latest...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – Scans the top 400 management publications in the world to identify the most topical issues and latest...

Purpose – To leverage the science of momentum and apply it to art of brand management. Design/methodology/approach – Researches the brand literature. Revisits our understanding of Newtonian physics. Studies the history of brands that have experienced the power of momentum. Shares early...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...