Purpose – Brands are facing key changes and challenges that need to be addressed from both the academic as well as the managerial perspectives. This paper aims to discuss some of them and revises the research agenda of the field of brand management. Design/methodology/approach – Conceptual...

Purpose – The present paper seeks to analyse the role of brand images in consumer practices for uncovering brand strength. Design/methodology/approach – By employing a qualitative approach, data are analysed based on three elements that constitute the practices: objects (what tools or...

Purpose – Brand heritage is acknowledged as one of the future priorities in branding research. Adopting it in an international context is challenging. In order to maximise its use it is necessary to know how strong it and the target country's cultural heritage are. Accordingly, the aim of the...