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The present paper seeks to analyse the role of brand images in consumer practices for uncovering brand strength.

By employing a qualitative approach, data 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).

The authors suggest practices as an additional unit of analysis for understanding brand strength based on image. Towards this end, the paper identifies and systematically categorises consumer practices and proposes that consumers develop novel and personal practices related to brands. The findings reveal embedded brand strength in mundane, routinised practices.

The paper presents a novel approach for understanding the past (image heritage) and current (image‐in‐use) dimensions of brand images and their embeddedness in consumer practices.

This paper aims to provide an overview of the European Journal of Marketing's special section on the Forum of Markets and Marketing, “Extending Service‐Dominant Logic”.

The approach takes the form of a conceptual integration of core concepts in S‐D logic, markets, and marketing.

This special section provides insight into the complexity of markets by investigating markets as configurations and systems and how value propositions drive value co‐creation.

This introduction to the special section integrates individual contributions toward advancing S‐D logic and suggests that additional research in this area will help to develop a general theory of markets and marketing.

The overview of this special section provides insight into how the development of a positive theory of the market(s) will help to further advance normative marketing theories and practice.

This overview of the special section integrates multiple perspectives on complex, dynamic systems and discusses their contributions to the development of an S‐D logic‐based theory of the market.