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Date: Thu, 18 Jan 2007 12:49:58 +1300
From: "Brodie, Rod" <r.brodie@auckland.ac.nz>

Special Issue on Contemporary Perspectives on Branding

The Australasian Marketing Journal announces the call for papers for a special issue on Contemporary Perspectives on Branding. The deadline for submission is April 30th, 2007.

Guest Editors:

Professor Rod Brodie, University of Auckland, r.brodie@auckland.ac.nz

Associate Professor Jill Sweeney, University of Western Australia, jsweeney@biz.uwa.edu.au

Purpose of the special issue

Brand equity, brand image and the concept of a strong brand have dominated the brand literature over recent decades.  However, several new avenues of branding research have emerged, for example, brands as social constructions including brands as experiences, brand-consumer relationships and brand personality. Furthermore, brand targets have also been extended beyond typical products to include tourist destinations, people such as sporting teams or sport stars and employers. Recently some academics called for a radical re-conceptualisation of "the brand" to escape the product/service-centric view of value creation and move on to an experience-centric co-creation view. Evidence suggests that brand management falls short when it comes to understanding consumers and the environs that influence their brand choice. There is also a need for more refined brand metrics given the above trends. This purpose of this Special Issue is to explore contemporary perspectives on branding, while paying attention to theory development, practice and measurement.

Specific topics may include, but are not limited to:

• brands and value creation
• building brand equity
• the role of brands in buying processes
• brand extensions and brand lifecycles
• co-branding and brand alliances
• integrated marketing communications and branding
• global and international branding issues
• brands and e-commerce
• service branding
• brand personality and brand-consumer relationships
• experience-centric co-creation perspective on branding
• the brand as an experience
• brands, consumer culture and consumption communities    
• factors shaping brand meaning, relationships and choice
• branding and corporate identity
• branding of different targets (e.g. cities, tourist destinations, people such as sporting teams or sport stars)
• employer branding
• managing brand architecture
• the development of an holistic brand management framework
• brand development practices
• operationalisation of brand concepts including the above

Processes for the submission of papers

Papers submitted must not have been published, accepted for publication, or presently be under consideration for publication. Submissions should be between 4,000 and 7,000 words in length and should be submitted via email to both guest editors using a Word attachment (in one file including all figures and tables) by April 30th 2007. The first page must contain the title, author/s, and contact information for the contact author. For additional guidelines, please see the "Notes for Contributors" from a recent issue of Australasian Journal of marketing or see the home page at

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