Honjo S. (2025) Brand Management as Cybernetic Practices. Constructivist Foundations 20(2): 102–115

Context: The importance of brands has increased and structured management methods have been established. However, new proposals go beyond conventional brand management, including stakeholders other than customers, treating brand identity as a variable, and taking the development of the concept of brand activism over the past twenty years into account. Problem: The new proposals for brand management are not addressed within the conventional theory of brand management and require a more comprehens...