Current Issues in Brand Research

Abstract

Brand continues to be an important academic topic in marketing. In this article, four brand researchers present and discuss current issues in expanding brand research. This article has an omnibus format consisting of four short papers that are discussed in the following order: 1. Influence of corporate brand on organization (Akutsu); 2. Effect of branding in BtoB marketing (Yoda); 3. Function of brand in BtoC marketing (Sugitani); and 4. Environmental changes around brand consumption (Kubota). These papers all include the important theme of brand, and their content clarifies various aspects of modern brand research through analyses from the different perspectives of four researchers in this field.

Keywords

• brand vision
• organizational culture
• ingredient branding
• brand attachment
• brand environment