Key changes and challenges for brands in an uncertain environment

Purpose Brands are facing key changes and challenges that need to be addressed from both the academic as well as the managerial perspectives. This paper aims to discuss some of them and revises the research agenda of the field of brand management. Design/methodology/approach Conceptual implications are drawn from the analysis and discussion of the papers of this special issue, as well as from previous literature. Findings In this global world in which brands are present in many different countries and operate in really diverse business sectors the classical brand management theories and many of their assumptions may need to be revised. Originality/value The paper discusses the key challenges that brands are facing and encourages academics to use the rich diversity of methodologies that they have at their disposal and that can be extremely helpful to address the future research agenda of this field.