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?

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The Secret Power of Brands

UEA (University of East Anglia)

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