Journal of Brand Management

, Volume 21, Issue 9, pp 758–769 | Cite as

Five areas to advance branding theory and practice

  • T C Melewar
  • Bang Nguyen


The article presents an overview of areas that advance branding theory and practice based on the authors’ recent work in brand management. These include branding in higher education, branding in Asia Pacific, brand ambidexterity, brand innovation on social media and brand likeability. Examples of implications are given and potential areas for further research are discussed.


branding in higher education branding in Asia pacific brand ambidexterity brand innovation on social media brand likeability 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2014

Authors and Affiliations

  • T C Melewar
  • Bang Nguyen
    • 1
  1. 1.East China University of Science and Technology, School of BusinessShanghaiP.R. China

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