Brands and Branding around the World.

This document is an editorial from the Journal of International Marketing, titled "Brands and Branding around the World." It discusses the challenges and opportunities that brands and their managers face in the global market due to various trends and disruptions, such as the climate crisis, the pandemic, and deglobalization. The competitive landscape is also changing, with emerging market firms becoming formidable competitors with their own brands. Consumer attitudes toward brands are evolving, with expectations for brands to act responsibly. The editorial introduces a special issue of the journal that focuses on brands and branding in a global context, featuring six articles that explore different branding topics and perspectives. The articles cover areas such as pricing strategies, brand sponsorship, terroir branding, consumer reactions to product-harm crises, and consumer preferences for masstige brands. The editorial concludes by highlighting the need for further research in areas such as glocal branding, brand purpose and activism, and the use of AI in brand management. [Extracted from the article]