two girls talking drinking coffee

Five ways branding is changing

Here’s Robert Jones’s own view of the five ways in which branding is currently changing. This piece was written as an introduction to a special issue of the Journal of Brand Management.

How strong do you think his argument is? Which of these five shifts is the most important? Which ones are shorter-term fashions, and which are long-term changes? Why is this all happening?

Share this article:

This article is from the free online course:

The Secret Power of Brands

UEA (University of East Anglia)

Get a taste of this course

Find out what this course is like by previewing some of the course steps before you join: