Title

Journal of Brand Management: year end review 2020

RIS ID

145847

Publication Details

Powell, S. (2020). Journal of Brand Management: year end review 2020. Journal of Brand Management,

Abstract

2020, Springer Nature Limited. This is a review and reflection on some of the themes published within the Journal of Brand Management during 2020, plus extrapolation of future research avenues. Themes discussed include (1) co-creation, (2) brand naming, (3) brand support and leadership, (4) digital branding, (5) luxury branding, (6) corporate branding.

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Link to publisher version (DOI)

http://dx.doi.org/10.1057/s41262-020-00209-3