… invites papers studying the analysis and planning of (1) product and brand management overall and the combination and coordination of the different elements of the go-to-market strategy and (2) how products and brands are positioned in the market, how the brand helps create a relationship or a connection between a company’s product and the perception of the customer, and how it can help to fulfill customer expectations and generate consistent customer satisfaction.

Typical outlets for this work are general purpose marketing journals (e.g., Journal of Marketing and International Journal of Research in Marketing), the Journal of Product & Brand Management, or the Journal of Brand Management.

Chairs

Oliver Schnittka, University of Southern Denmark

Henrik Sattler, Universität Hamburg