Future challenges and opportunities in brand management: an introduction to a commemorative special issue
This commemorative special issue of the Journal of Brand Management has been developed in celebration of 21 years of the Journal. It features seven invited articles from some of the leading thinkers in our field covering a variety of contemporary topics. In this editorial we introduce the seven articles and also delineate five relevant challenges and opportunities to help improve the practical impact of research in our field. It is our hope this timely special issue stimulates the various academic and practitioner brand communities to help orientate future research, while also delivering inspiring ideas for practical implementation in brand management.