品牌已经演变，组织在管理他们的品牌声誉时面临着许多新的挑战，这一活动已经成为战略性和跨学科的。《产品与品牌管理杂志》(JPBM)提出了产品与品牌的理论和管理知识。手稿可以根据严格分析的定性/定量数据报告结果，也可以纯粹是概念性的。所有的手稿都必须提供重要的研究发现和见解，并对现实世界提供有意义的暗示。
Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary.The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world.