Brand Management

Editor’s Introduction:
Brand Management
Francesca Dall’Olmo Riley
Introduction
The study of brands and brand management has historically attracted a great deal of interest among practitioners and academics. Early, seminal research on brands includes the studies by Gardner and Levy (1955), Levy (1959), Martineau (1959) and
Allison and Uhl (1964).
Since then, the number of brand related journal articles and of brand management books have increased exponentially, particularly in the last 20 years.
Two academic Journals (the Journal of Brand Management and the Journal of Product and Brand Management) are entirely devoted to the study of brands. In addition, a number of special issues have focused on specific topics in branding, for instance the
Journal of Business and Industrial Marketing (2007) Special Issue on Branding in
Industrial Markets, the European Journal of Marketing (2003) Special Issue on
Corporate and Service Brands and the Journal of Marketing (1994) Special Issue on
Brand Management. Moreover, most marketing and consumer behaviour conferences include a „branding‟ or „brand management‟ track. There are also frequent specialist conferences (e.g. the annual „Thought Leaders International Conference on Brand
Management‟) and a number of Special Interest Groups (e.g. the Academy of
Marketing‟s Brand Identity and Corporate Reputation Special Interest Group).
The sheer amount of brand related literature published in the last fifty years in a variety of journals, books and conference proceedings, on a large array of issues and topics, can be overwhelming for brand researchers. The articles chosen for this fourvolume collection aim to provide a comprehensive overview of the status of brand related research, featuring the scholarly debates on a number of still unresolved issues and the contemporary challenges faced by brands and by their managers.
Before describing the content of the four volumes and explaining the rationale for

References: Aaker, D. A. (1991 and 1996) Building Strong Brands, New York: Free Press Aaker, D.A Aaker, D. A., Keller, K. L., (1990) “Consumer evaluations of brand extensions”, Journal of Marketing, 54 (1): 27-41 Aaker, J.L. (1997) “Dimensions of brand personality”, Journal of Marketing Research, 34 (August): 342-352 Aaker, J.L. and Maheswaran, D. (1997) “The effect of cultural orientation on persuasion”, Journal of Consumer Research, 24 (3), 315-328 Aaker, J.L., Benet-Martinez, V. and Garolera, J. (2001) “Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality co nstructs”, Planning, 6 (4): 9-26 American Marketing Association (1960) Marketing definitions: a glossary or (2009) Dictionary nd http://www.marketingpower.com (accessed 22 January 2009) Anderson J. R. (1981) “Integration theory applied to cognitive responses and attitudes”. In: R.E Bahadir, S.C., Bharadwaj, S.G. and Srivastava, R.K. (2008) “Financial Value of Brands in Mergers and Acquisitions: Is Value in the Eye of the Beholder”, Journal of Barwise, T.P., Higson, C., Likierman, A., and Marsh, P. (1990) “Brands as „separable assets‟”, Business Strategy Review, 1 (Summer): 43-59 Berger, I.E., Cunningham, P.H. and Drumwright, M.E. (2006) “Identity, Identification and Relationship Through Social Alliances”, Journal of the Academy of Marketing Berry, L.L. (2000) “Cultivating Service Brand Equity”, Journal of the Academy of Marketing Science, 28 (1): 128-137 Bird, M., Channon, C., and Ehrenberg, A.S.C. (1970) “Brand image and brand usage”, Journal of Marketing Research, 7 (August): 307-314 Blackston, M. (1992) “Observations: building brand equity by managing the brand‟s relationships”, Journal of Advertising Research, 32 (May/June): 79-83 Blackston, M. (1993) “A brand with an attitude: a suitable case for treatment”, Journal of the Market Research Society, 34 (3): 231-241 Broniarczyk, S.M. and Alba, J.W. (1994) “The Importance of the Brand in Brand Extension”, Journal of Marketing Research, 31 (May): 214-228 Castleberry, S. and Ehrenberg, A.S.C. (1990) “Brand Usage: A Factor in Consumer Beliefs”, Marketing Research, 2 (2):14-19 Chu, S. and Keh, H.T. (2006) “Brand value creation: Analysis of the Interbrand Business Week brand value rankings”, Marketing Letters, 14 (4): 323-331 Cohen, D Collins-Dodd, C. and Louviere J. J. (1999) “Brand Equity and Retailer Acceptance of Brand Extensions,” Journal of Retailing and Consumer Services, 6 (1): 1–13 Crainer, S. (1995) The Real Power of Brands: Making Brands Work for Competitive Advantage, London, Pitman Publishing Crompton, J. (1979) “An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image”, Journal of Travel Research, 17 (4): 18-23 Czellar, S., (2003) “Consumer Attitude Toward Brand Extensions: An Integrative Dacin P. A. and Smith D.C. (1994) “The effect of brand portfolio characteristics on consumer evaluations of brand extensions”, Journal of Marketing Research, 31 Dawar, N. (1996) “Extension of broad brands: the role of retrieval in evaluation of fit”, Journal of Consumer Psychology, 5 (2):189-207