品牌已經演變，組織在管理他們的品牌聲譽時面臨著許多新的挑戰，這一活動已經成為戰略性和跨學科的。《產品與品牌管理雜志》(JPBM)提出了產品與品牌的理論和管理知識。手稿可以根據嚴格分析的定性/定量數據報告結果，也可以純粹是概念性的。所有的手稿都必須提供重要的研究發現和見解，并對現實世界提供有意義的暗示。

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.