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15th Global Brand Conference

Sheffield Hallam University, Sheffield, UK
13 – 15 May 2020

NEW deadline for submission is 12th November 2019

The conference welcomes conceptual and empirical research on all aspects of branding, identity and reputation management, and in particular those on the twin conference themes of:

I. Branding in a time of radical transformation

II. Brands and branding: Critical perspectives on sustainability in a time of radical transformation

A conference special issue of Business Ethics: A European Review is planned with respect to the second of the above themes. Only papers presented at the conference will be considered for this special issue.

• Main conference website:
• Full call for papers:
• Submission guidelines:

Branding in a Time of Radical Transformation

We live in a time of continuous, rapid and radical transformation. This is evident across all aspects of the modern social order and manifests in myriad ways, from geo-political upheavals, to sweeping social, cultural and environmental changes, disruptive events and processes in politics, economies, societies, sectors and markets, and the decentralisation and democratisation of power, influence, innovation and creativity. In some instances, it is also apparent in powerful counterforces towards, for example, centralisation, homogenisation and isomorphism, and in the reinvention, repurposing and reinterpretation of people, places, objects and ideas. At the micro-level, the lives and experiences of individuals are being, or may soon be, radically transformed by scientific and technological changes in ways that are often difficult to predict, understand and control.

Against this background, the conference theme will be ‘Branding in a time of radical transformation’, and contributors are encouraged to consider and examine the relationship between brands, branding and radical transformation. Some of the overarching questions they might wish to consider could include, but are certainly not limited to, the following:

• How and why might brands be affected by radical transformation?
• What role might branding, identity and reputation play in facilitating, promoting, resisting or shaping radical transformation?
• What are the implications of radical transformation for the role and meaning of brands in society and the marketplace?
• How might radical transformation impact consumer-brand interactions and relationships?
• What opportunities and threats does radical transformation present to established brands, new brands and start-ups? How might these different types of brands respond to the prospect and occurrence of radical transformation?

We also specifically invite and encourage branding, identity and reputation related submissions on a specialist sub-theme entitled ‘Brands and branding: Critical perspectives on sustainability in a time of radical transformation’. As an example, delegates might wish to consider the following kinds of questions, and their implications for brands and branding:

• What does sustainability mean in relation to brands and organisations and are there varying interpretations of this?
• Can brands and organisations really be ‘sustainable’?
• What is the relationship between sustainability, economic/commercial growth and the well-being of individuals and societies – and what are the implications of this for brands?

Submission Guidelines

Authors wishing to present a competitive paper are invited to submit an extended abstract (1400- 1700 words) by 12th November, 2019 to gbc2020@shu.ac.uk.

In your email, please state the names and affiliations of all authors. Filenames for attached papers should begin with the name of the lead author followed by a short title for the paper (e.g. ‘Smith_Branding in a time of radical transformation’). The name of the lead author will then be removed prior to being sent for review. All papers will be double-blind reviewed, so authors should not be identified within the text. If the paper is accepted for the conference, the authors will have the opportunity to revise their paper based on reviewer feedback.

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