Scholarly research in brand management has experienced exponential growth in the two decades since the turn of the century. This is largely driven by seismic shifts in the consumer landscape. A new era of consumerism has emerged in which value is defined by experiences, relationships, and algorithms. Accordingly, a new imperative is warranted, one that can aptly be summarized by the motto ‘Live Large-Carry Little’. While today’s consumers still demand enjoyment, convenience and enrichment, they are far less interested in owning ‘things’. Organizations and brand managers are thus challenged to make sure that what defines their brands’ value proposition is meaningful and relevant to today’s consumers. This volume provides an up-to-date overview of the extensive field of brand management research, including key foundational topics and several novel theoretical perspectives. Chapters are authored by leading international scholars, all subject-matter experts. This Introduction provides a detailed review of all book chapters.
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