... 2021 19 03 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Mark Brown can be contacted at: m.brown@business.uq.edu.au Academia Branding Practice Marketing Managerial relevance Academic-practitioner gap Theories-in-use...

... are analysed based on three elements that constitute the practices: objects (what tools or resources are required in the practice), images involved, and competences (what competences does the practice require). Findings The authors suggest practices as an additional unit of analysis for understanding brand...