Brands, artifacts and design theory: A call to action

Purpose - The aim of this paper is to emphasize the value of design theory in brand research. Design/methodology/approach - The paper is a theoretical essay with illustrative examples. Findings - The paper finds that the use of brand theory should not be restricted to explanation and prediction. It also finds that brand researchers should also develop theory that can help prescribe and design action. Practical implications - The paper broadens the scope of theory in brand research. Originality/value - The paper points out that the absence of theoretical logic, by definition, precludes theory advancement. It provides a fresh "theoretical lens" for brand researchers.