It has been widely agreed that brand management is one of the key issues dealtamong advertising researchers from 1989 to 2014. During this time period, theKorean Association of Advertising (KAA) was established and began to flourish in avariety of fields. It can generally be said that the history of brands is in the same veinwith that of KAA. This paper examines the 25 years of history in various studies onbrand, branding and brand management. In this paper, most of influential researchfindings were arranged and reviewed on the basis of their weights and priorities of theissues they cover. The research findings covered here encompass a variety of issues suchas brand equity, brand associations, brand communication strategy, brand extension andother issues on public branding. Public Branding is defined as a series of brand activities in the public sector thatcovers nation branding, place branding, city branding, policy branding , tourism branding,and cultural branding. Branding in the public sector is a concept extended from that ofprivate sector. Brand management in the public sector, in its principle and concept,borrowed diverse skills and methods from corporate branding. The future directions andpropositions of public branding were also discussed. It has been positively believed that brand management has clearly become animportant management priority for diverse researchers in the fields of advertising, PR,marketing, design and communication and practitioners of all types of private and publicorganizations alike. Many issues of the Korean Journal Of Advertising Research havegenerally encompassed numerous topics and published a number of different studies thathave collectively advanced our understanding on brands. Furthermore, emerging topicssuch as public branding were proposed and discussed in terms of their validity andfuture values.