This e-book has its origins in the 2014 conference "The Trouble with Brands: Provocations and Possibilities" held at the Hertfordshire Business School under the auspices of the UK Academy of Marketing's Special Interest Group on Brand, Identity and Corporate Reputation. For this e-book we have selected six articles addressing three themes. Those themes are brand co-creation (the first article in the issue), stakeholder brand-building in business-to-business markets (the next two articles), and brand communication in consumer markets (the final three articles).