The ANZMAC Branding Special Interest Group (SIG) is dedicated to advancing branding scholarship across Australia and New Zealand by integrating both foundational and contemporary perspectives in the field. It encompasses traditional areas such as brand strategy, identity, equity, and portfolio management, while placing strong emphasis on emerging themes including brand activism, societal purpose, inclusive branding and diversity, digital and social media environments, co-creation, brand experiences, and the transformative role of artificial intelligence and technology in shaping brand–consumer relationships.

The central aim of the SIG is to build a cohesive and collaborative network of branding scholars in the region, addressing the current fragmentation caused by the lack of dedicated branding research centres and local symposia. In doing so, it seeks to strengthen research excellence through mentorship and collaboration, while also enhancing the impact of branding scholarship by fostering stronger connections with industry, increasing media engagement, and contributing to policy discussions. By serving as a regional counterpart to established international branding communities, the SIG aims to elevate the visibility and influence of ANZ-based branding research.

A key priority of the SIG is bridging the gap between academic research and industry practice, recognising the applied nature of branding. This involves actively engaging with industry stakeholders to identify real-world challenges, co-develop research agendas, and translate academic insights into actionable strategies. Through workshops, formal communication channels, and collaborative initiatives, the SIG facilitates meaningful dialogue between academics and practitioners, supporting research that is both relevant and impactful. The SIG also promotes methodological diversity and rigour by bringing together scholars with varied research expertise, encouraging the exchange of skills and best practices to strengthen the quality and cumulative development of branding knowledge. Additionally, it is committed to supporting early career researchers by providing mentorship, networking opportunities, and professional development, thereby fostering a vibrant and inclusive scholarly community. Through these combined efforts, the Branding SIG contributes to enhancing both the academic and practical significance of branding research within ANZMAC and beyond.

Chair:
Anne-Maree O’Rourke, University of Queensland

How to join?

Membership to ANZMAC’s SIGs is managed by the SIGs. Please reach out to the Chair(s) to discuss your interest and the possibility to join these newly established networks.

Each SIG will also have a designated time (special session) at the annual conference.