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    Breaking free from the industrial age paradigm of branding

    Christodoulides, George (2008) Breaking free from the industrial age paradigm of branding. Journal of Brand Management 15 (4), pp. 291-293. ISSN 1350-231X.

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    The paper aims to inform readers of the themes that emerged at the 2007 Thought Leaders International Conference on Brand Management and challenges academics and practitioners to rethink the basics of branding. The paper encourages academics and practitioners to escape from the continued confines of industrial age branding and the ‘influencing’ mindset and embrace the age of openness and co-creation. It is argued that we need to evolve from the industrial age paradigm of branding that informed brand management for decades and adjust practice and research accordingly.


    Item Type: Article
    Keyword(s) / Subject(s): thought leaders conference, brand management, paradigm shift
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Sarah Hall
    Date Deposited: 09 Sep 2014 14:24
    Last Modified: 02 Aug 2023 17:12


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