TABLE OF CONTENTS

Volume 15, Issue 4 (March 2008)

Editorial
Papers
Conference Commentary
Legal Update
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Editorial

Know thy changing consumer

Mark Uncles Editorial Board

J Brand Manag 15: 227-231; doi:10.1057/palgrave.bm.2550141

Abstract | Full Text | PDF

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Papers

Naming names: Trademark strategy and beyond: Part two—Dealing with rival brand names

Ross D. Petty

J Brand Manag 15: 232-238; advance online publication, June 29, 2007; doi:10.1057/palgrave.bm.2550094

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Systems constellations: A better way to identify branding opportunities?

Wim Jurg, Josée Bloemer, Hans Doorewaard, Ed Peelen and Ruud Simons

J Brand Manag 15: 239-257; advance online publication, August 17, 2007; doi:10.1057/palgrave.bm.2550116

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Upsetting brand extensions: An enquiry into current customers' inclination to spread negative word of mouth

Henrik Sjödin

J Brand Manag 15: 258-271; advance online publication, August 14, 2007; doi:10.1057/palgrave.bm.2550113

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Store brand management and channel dependence: A model from the manufacturer's perspective

Natalia Rubio and María Jesús Yagüe

J Brand Manag 15: 272-290; advance online publication, September 18, 2007; doi:10.1057/palgrave.bm.2550118

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Conference Commentary

Breaking free from the industrial age paradigm of branding

George Christodoulides

J Brand Manag 15: 291-293; advance online publication, November 16, 2007; doi:10.1057/palgrave.bm.2550134

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New rights of objection for trademark owners — Do they go far enough? The impact of the decision in Céline and the new section 69 Companies Act 2006

Lucy Aboulian and Julia Maxwell

J Brand Manag 15: 294-297; doi:10.1057/palgrave.bm.2550143

Abstract | Full Text | PDF