Sustainable Brand Management

Dear Colleagues,

The higher the level of interdependence among economies, the greater the importance of implementing sustainable brand management as an imperative of achieving sustainable development. The main ideological basis of this concept is the not only declaratory but also factual fulfilment of economic, law, ethical, and philanthropic commitments of the brand, which form the content of real brand citizenship (i.e., conscious performance of the brand in society regarding all interactions that are connected with existence of the brand—not only at the level of forcing its own rights but also awareness and consequent fulfilment of its duties).

Thus, it is essential to redirect the attention of managers, which has so far been focused mainly on the effective creation of competitive advantage providing for consumer's preferences, on the factual realization of the activities which have direct positive impact on sustainable development. This shift should be obvious not only in case of brands with a significant carbon footprint in the process of production, but also in case of brands that are traditionally considered to be sustainably conformal.

From the perspective of the optimal implementation of sustainable brand management, it is vital to consider the need of modifying existing models of brand management. Only by doing this can the basic assumption of effective sustainable building and the management of subjective brand value as perceived by consumers be reached.

Based on the growing need of developing integrated models of the creation and implementation of sustainable brand management patterns focusing on behaviorism in consumers’ buying behavior, there is a gap that could potentially be filled by formulating relevant theoretical platforms as well as complex methodologies in the form of framework models oriented towards the optimization of managerial decision-making processes. So, a space must be created for the acquisition of new knowledge and the formulation of new postulates based on the application of systematic and multidisciplinary approaches forming the basis for reaching the sustainable development of society.

Therefore, we are organizing this Special Issue, which aims to discuss the challenges of contemporary sustainable brand management in light of the multidisciplinary aspects of this concept.

We invite you to contribute to this Issue by submitting comprehensive reviews, case studies, or research articles. Papers selected for this Special Issue will be subject to a rigorous peer review procedure with the aim of rapid and wide dissemination of research results, developments, and applications.

Prof. Jana Majerova
Prof. Marzanna Katarzyna Witek-Hajduk
Prof. Anna Krizanova
Guest Editors

Manuscript Submission Information

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