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Description: Journal of Brand Strategy is the world's leading professional and research journal publishing in-depth, peer-reviewed articles, applied research and case studies on all aspects of brands. Subjects covered include: brand strategy; brand management’ online branding; brand positioning; brand architecture and portfolio management; brand assessment; measuring brand equity and value; branding and social media; brand design; sports branding and marketing; new product development; branding communications; brand re-launches and revitalisation; employee engagement; reputation and crisis management; brand law and regulation; brand licensing.
Series handle: RePEc:aza:jbs000
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Content
March 2019, Volume 7, Issue 4
December 2018, Volume 7, Issue 3
- 204-205 Editorial
by Beckett, Simon
- 206-213 Unifying vision, brands and culture in complex company mergers: nThrive
by Bowen, Matt
- 214-224 How to write a B2B social media strategy that will impress your CEO
by Biggins, David
- 225-232 Purpose is at the core of branding
by Annweiler, Bård
- 233-245 Voice-activated change: Marketing in the age of artificial intelligence and virtual assistants
by Jones, Valerie K.
- 246-257 A question of unity: Institutions should weigh the risks and opportunities of unifying their athletic and academic brands
by Faust, Bill & Rehfus, Mike
- 258-270 The ‘borrowed interest’ appeal: Brands riding the wave of popular events and memes in the digital age
by Hsu, Chung-Kue (Jennifer)
- 271-282 Higher education: A luxury good brand model
by Duesterhaus, Alan P.
- 283-295 Rethinking hero archetypal branding: Investigating the effects of authenticity and flawed archetypes on brand attachment and self-congruence
by Sciarrino, Joann & Roberts, Paige
September 2018, Volume 7, Issue 2
- 100-101 Editorial
by Moody, Daryn
- 102-109 How Wimbledon embraced social media
by Willis, Alexandra
- 110-116 How social media influencers enabled a B2B company to drive awareness and engagement with their target consumers
by Melzer, Jared & Zech, Brynn
- 117-140 Branding an academic superbrand
by Weinpress, Alon & Bieler, Atara & Gelbetz, Rava Eleasari & Or, Ehud
- 141-153 Aligning rights-holders’ marketing assets with brand marketers’ needs
by Giovino, Mark
- 154-162 The art of ‘Philanthroship’: Blending non-profit and corporate goals for outside-the-box partnerships benefitting brand and community
by Mosel, Curt
- 163-172 Crisis communications management on digital platforms
by Deveney, John
- 173-182 Accretive intangible assets: Bridging the GAAP with CPAs
by Gregory, James R.
- 183-196 The development and measurement of a brand authenticity scale
by Coary, Sean P. & Oakley, James L.
June 2018, Volume 7, Issue 1
- 4-5 Editorial
by Moody, Daryn
- 6-12 Corporate partners and charities: A Movember perspective on strategic brand alignment, fostering mutually beneficial goals, and outcomes in non-profit sponsorship
by Jordan, Erica Graham
- 13-22 The rise of conversational commerce: What brands need to know
by Vassinen, Riku
- 23-27 The right agency partner + experiential fundamentals = success!
by Hawley, Jane L.
- 28-47 Femvertising: State of the art
by Hsu, Chung-Kue (Jennifer)
- 48-53 How brands can create a compelling sales proposition through storytelling
by Hyne, Kelly
- 54-68 Never mind the love, smell the money: What is the ‘value-add’ of a brand?
by Tarrant, Crispian
- 69-83 Best practices for aligning university brands with fundraising campaigns
by Sevilla, Ed
- 84-91 Brand architecture in higher education
by Zinkan, Rob
- 92-93 `‘Creating Signature Stories: Strategic Messaging that Persuades, Energizes and Inspires’` by David Aaker
by Eanes, Ryan S.
March 2018, Volume 6, Issue 4
- 316-317 Editorial
by Moody, Daryn
- 318-327 Content marketing at AbbVie
by Barston, Suzanne & Boix, Javier & Hoff, Elizabeth & Pajak, Rebekah
- 328-355 Performance with purpose: The PepsiCo challenge
by Gregory, James R.
- 356-361 Surviving and thriving during the next marketing technology implementation: Best practices for modern marketers
by Miller, Peg
- 362-379 Debunking the ten most common myths SMEs have about branding: Why SMEs need real branding to succeed
by Mizera, Sue & Risch, James
- 380-391 Quantum identity and the enhancement of communication
by Bernal-Merino, Miguel Á.
- 392-396 Uncovering the foundational habits of a customer experience brand
by Nair, Mohan
- 397-408 How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies
by Turner, Jamie & Shah, Reshma & Jain, Varsha
December 2017, Volume 6, Issue 3
- 208-209 Editorial
by Tamplin, Robert
- 210-220 The new way to brand: The mixing pot of art, science and, of course, a crystal ball
by Racine, Justin
- 221-232 Rebranding John Jay College: Adapting to an evolving higher education market
by Siegel, Alan
- 233-236 Diversity and inclusion is key to Marriott International’s success
by Perkins-Chavis, Maruiel
- 237-241 Multichannel brand storytelling
by Hall, Casey
- 242-249 Tracking website data with Google Tag Manager
by Silverbauer, Joshua
- 250-262 Factories rust; brands do not
by Veigel, Uli
- 263-280 #ThatsGold: Sponsorship activation in the 2016 Rio Summer Olympics
by Apostolopoulou, Artemisia & Branvold, Scott & Pearson, Jacob J. & Synowka, David P.
- 281-292 Branding by the five senses: A sensory branding framework
by Hultén, Bertil
- 293-307 The power of culture in branding: How the Korean Wave can help global brands thrive in Asia
by Kim, Naeun & Hong, Lauren
- 308-312 `Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget (2nd Edition)` by Maria Ross
by Mizera, Sue
September 2017, Volume 6, Issue 2
- 108-109 Editorial
by Moody, Daryn
- 110-119 How Charles Schwab rediscovered its challenger mojo
by Boland, Pete
- 120-125 From inside to out: Reinventing a brand globally and locally
by Felton, Louise
- 126-138 Engaging employees using the power of the brand to create an internal transformation strategy: The story of one global Telefónica family
by Clay, Amanda
- 139-145 Rebranding today: A process, not a project
by Dixon, Peter & Perry, Hanif
- 146-159 Global account managers: The linchpins of GAM programmes
by S. Yip, George & Bink, Audrey
- 160-170 Social innovation: An imperative for brands to address systemic social issues
by Blyth, David
- 171-180 Monetising digital audiences: Turning a marketing cost into a profitable business unit
by Unknown
- 181-191 Mobile-forward design: An emerging trend for global brand websites
by Sargent, Ben
- 192-199 Digital globalisation enhances local customer experiences
by Herrmann, Bruno
June 2017, Volume 6, Issue 1
- 4-5 Editorial
by Moody, Daryn
- 6-13 Brand versus portfolio: Using targeted marketing to drive individually relevant brand strategies
by Sprigg, Jim
- 14-25 Why be liked when you can be loved?
by Benmiloud, Jamal
- 26-36 ‘I am not a brand, I am a wholesaler’: The forgotten role of brand in B2B supply chains
by Bünte, Claudia & Stürze, Sascha & Vogler, Oliver
- 37-45 How fashion brands approach cross-border e-commerce pricing
by Wegner, Reid
- 46-54 Brand purpose: The navigational code for growth
by Kramer, Markus
- 55-66 Satisfied: An enduring platform for an enduring bar
by Miazga-Bedrick, Alison & Miller, James
- 67-86 Reinforcement and revitalisation of a professional sports-team brand: Case study evidence from Germany's Football Bundesliga
by Dum, Thorsten
- 87-102 Killing brands softly — Redux
by Schultz, Don & Block, Martin & Viswanathan, Vijay & Gecti, Fatih
March 2017, Volume 5, Issue 4
- 345-346 Editorial
by Cornwall, Francesca
- 347-355 Who makes brands?
by Wolff, Michael
- 356-361 Building a brand newsroom: Your brand is live, even if you are not
by Thomas, Brooks
- 362-372 Thought leadership disrupted
by Pundyk, Jeff
- 373-394 Selling products by selling brand purpose
by Hsu, Chung-Kue (Jennifer)
- 395-409 Ueber-Branding: How modern prestige brands create meaning through mission and myth - Part 1
by Kuehlwein, Jp & Schaefer, Wolf
- 410-422 Wellcome Collection’s curious journey
by Collins, Rachel
- 423-433 Rebranding a traditional housing company: The Flagship Group rebrand from initial research to implementation
by Blackmore, Lorna
- 434-452 Brand deletion
by Shah, Purvi & Laverie, Debra A. & Davis, Donna F.
December 2016, Volume 5, Issue 3
- 236-237 Editorial
by Morrison, Gwen
- 238-244 The future of experience: Why brands and retailers need to look at trends and innovation in experience culture, as consumer appetites for experiences reach critical mass
by Greene, Lucie
- 245-249 Move over, Millennials: Generation Z is changing the consumer landscape
by Gutfreund, Jamie
- 250-255 The joy of not being sold anything: Shopping through the eyes of the Millennial shopper
by Kraemer, Zachary
- 256-265 Bright lights, big city, small boxes: Designing for the New York norms
by Tysh, Carly
- 266-274 Switching off TV, turning on touchpoints: New ways to communicate in a new world
by Bird, Jon
- 275-281 Programming the purchase funnel
by Gertz, Oliver & Mcglashan, Deirdre
- 282-288 A very British Black Friday: Retailers lose out as Black Friday becomes the domain of discounters
by Lennox, Alasdair & Shields, Aaron & Guilar, Piers
- 289-293 How the merging of offline and online data, and an omni-channel, data-driven approach substantially increased Ford Denmark’s marketing performance
by Larsen, Mikkel Christian
- 294-297 Half the world without Internet: How brands can boost access to data on mobile phones
by Castelo, Marcelo
- 298-311 Retailing in disruptive markets
by Marcotte, David & Morrison, Gwen
- 312-327 Reach, resonance and returns: A guide to finding success in a slow-growing, extraordinary world
by Gildenberg, Bryan
- 328-333 Aprons and algorithms: Meeting the service experience expectations of ‘generation picky’
by Greenhalgh, Tim
- 334-340 Old rules for a brave new world
by Stel, Jon
June 2016, Volume 5, Issue 2
- 124-125 Editorial
by Tamplin, Robert
- 126-131 Comment Building a brand
by Ward, Jan
- 132-141 Disruption and coherence: Creating the ‘buzzߣ that builds a brand
by Daun, Winfried
- 142-149 Innovative disruption: Utilising brand to manage and drive change
by Gregory, James R. & Bridwell, Hampton
- 150-156 Digital is not different anymore: A review of findings and tactics to optimise execution and encourage consumer adaptation of in-store digital devices and signage
by Pingol, Mark & Jacobs, Kate
- 157-164 Addressing today’s top brand challenges with sonic identity
by Perlmutter, Kevin & Bradshaw, Nora
- 166-177 Rethinking brand innovation from the inside out
by Tucker, Jeremy A.
- 178-185 Personalisation, data and trust: The role of brand in a data-driven, personalised, experience economy
by Morey, Timothy & Krajecki, Kristin
- 186-201 Application of group psychology to the brand community programme: Guidelines for creating a strong brand community
by Karimova, Gulnara Z.
- 202-208 The information economy is dead: What CMOs should do now
by Raj, Zain
- 209-217 The Big Data Bang: When collision of content marketing, mobile commerce and social share resulted in an omnichannel digital experience
by Lee, David
- 218-231 Sport teams’ brands going international: The ‘Integrated Marketing Strategy on the Internationalisation in Sport’ (IMSIS)
by Richelieu, André
March 2016, Volume 5, Issue 1
- 4-5 Editorial
by Moody, Daryn
- 6-21 Changing conversations: Brand identity as discourse
by Bleedorn, Gina
- 22-30 Time to forget everything we learned in the past about branding? The future is the future of branding
by Dahlen, Micael & Karsberg, John
- 31-38 The new trust imperative
by Peigh, Terry D. & Bowen, Adam
- 39-50 Global customer care strategies that build your brand by putting people first
by Caravella, Andrew
- 51-56 Celebrity endorsements and congratulatory messages: Jordan v. Jewel Food Stores: A case of right to publicity versus commercial speech
by Cebula, Kerri & Dodds, Mark
- 57-66 What are the benefits of creating an omnichannel brand experience?
by Blakeney, Jon
- 67-71 Case study: Customer-centred transformation at E.ON
by Lece, Brendan
- 72-82 Healthcare in a retail-oriented marketplace
by Gothard, Ann Marie
- 83-100 A new age in clothing brand and retailer collaborations: Trends and recommendations for a successful partnership
by Childs, Michelle L. & Jin, Byoungho
- 101-115 A sensory approach to brand confusion
by Chebat, Jean-Charles & Erradey, Oumama & Gélinas-Chebat, Claire & Roth, Yefim
December 2015, Volume 4, Issue 4
- 308-309 Editorial
by Moody, Daryn
- 310-314 An SEO's perspective on how to manage international teams
by Scoble, Moriah
- 315-321 The information economy is dead: What CMOs should do now
by Raj, Zain
- 322-331 Non-verbal communication: The biggest brand-building asset in modern marketing
by Fielding, Daryl
- 332-340 Activating and driving brand advocacy: Why every brand needs to be talked about
by Thomson, Steve
- 341-348 Uncovering the elements behind a transformational consumer experience
by Nair, Mohan
- 349-356 The future's bright, the future's branded: How branding is the future of the marketing research industry
by Davison, Lucy & Buckley, Paul
- 357-362 The effective use of licensing in brand strategy
by Cross, Bill
- 363-370 Case study: NAMI-NYC Metro
by Lenn, Howard & Parsey, Melissa
- 371-387 Exploring a marketing concept: Does marketing encourage the filling of the ‘empty self’, ie, is marketing purchase therapy?
by Schultz, Don E. & Block, Martin & Viswanathan, Vijay
- 388-402 Focus on Better Together: How co-branding can create strong synergies within a global company
by Charlebois, Sylvain & Dimitropoulos, Kally & Haskins, Cory & Foller-Carroll, Anke
- 403-404 `Improving the Performance of Sponsorship` by Ardi Kolah
by Kolah, Ardi
October 2015, Volume 4, Issue 3
- 200-200 Consumer branding
by Moody, Daryn
- 201-216 People powered brands: How companies can inspire consumer action
by Morrison, Gwen & Humlen, Anneliza
- 217-223 Overcoming the barriers of the assisted living market: Developing successful marketing campaigns to connect with an over-50s audience
by King, Helena
- 224-232 Why we don't think the way we think we think: The theory and application of behavioural economics
by Tasgal, Anthony
- 233-247 Noble motives and net results: Micro-insurance in the supply chain — building revenue and customer loyalty while improving community resilience in fast-growing markets
by Mathews, Brandon
- 248-258 Developing a glocalisation strategy: Experiences from Henkel's product launches in the Middle East and Europe
by Hollensen, Svend & Schimmelpfennig, Christian
- 259-266 21c Museum Hotels: A company breaking branding and product conventions
by Reeves, Martha
- 267-280 Cause-related marketing campaigns: Do consumer perceptions and brand motivations matter?
by Myers, Beth
- 281-290 Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs
by Stöttinger, Barbara & Penz, Elfriede & Khan, Mubbsher Munawar
- 291-302 Brand credibility measurement: A new measure for brand equity/brand value: Part 2
by Haig, Bill
August 2015, Volume 4, Issue 2
- 104-105 Editorial
by Tamplin, Robert
- 106-113 Survival of the fittest: Using social media to thrive in the 21st century
by Bear, Meg
- 114-126 Maximising results with data-driven financial marketing strategies
by Rizzo, Tony
- 127-133 Six key principles for identifying and ensuring success in marketing channels
by Oldani, Heather
- 134-142 Social media rewired
by Bughin, Jacques
- 143-153 Linking brand to business financials: How brand valuation has helped DuPont unlock the value of its portfolio
by Seddon, Joanna
- 154-160 Sustainable sourcing to innovate a private brand
by Neitzel, Janice
- 161-167 Reading between the lines: Uncovering customer insights to deliver exceptional customer experiences
by Strachan Chun, Gaynor & Greenstein, M. A. & Kornfeld, Sarah
- 168-176 Building a global brand with corporate e-learning: Challenges, solutions and best practices for international businesses
by Giovanis, Kristen
- 177-189 Brand credibility measurement: A new measure for brand equity/brand value: Part 1
by Haig, Bill
- 190-191 `Branded Entertainment: Dealmaking Strategies & Techniques for Industry Professionals` by Stacy Jones
by Jones, Stacy
- 192-194 `B®and Psychology: Consumer Perceptions, Corporate Reputations` by Mario R. Nacinovich and Jennifer M. Barrett
by Nacinovich, Jr
- 195-195 `Creating Value, the Theory and Practice of Marketing Semiotics Research` by Randall Rozin
by Rozin, Randall
March 2015, Volume 4, Issue 1
- 4-5 Editorial
by Moody, Daryn
- 6-14 Corporate giving at the Shakespeare Theatre Company, Washington, DC: ‘I can no other answer make but thanks, and thanks; and ever thanks’
by Major, Noreen
- 15-26 How to run a global marketing campaign that meets local needs without damaging the brand
by Freedman, Kevin
- 27-36 How to engage Millennials: Re-imagining the consumer as a partner, not a target audience, to increase engagement
by Fromm, Jeff & Butler, Cherryh & Dickey, Chris
- 37-48 Four ways digital works to build brands and relationships
by Aaker, David
- 49-57 Executing the brand: Emerging digital brand execution tools and the role of employees in developing on-brand materials
by Jasperse, Alexander
- 58-69 Strengthening brand positioning through price transparency in higher education
by Duesterhaus, Alan P.
- 70-82 Media brands in social network sites: Problems German media companies have faced and lessons they have learned
by Rohn, Ulrike & Baumann, Sabine
- 83-95 Sponsorship and the Elaboration Likelihood Model: BMW's 2014 Winter Olympic brand strategy
by Fortunato, John A.
January 2015, Volume 3, Issue 4
- 308-309 Editorial
by Moody, Daryn
- 310-315 The power of sustainability to create shared value: Coca-Cola demonstrates that doing good is good for business
by Perez, Bea
- 316-321 Shell's response and brand management during industry crises
by Singer, Tricia Elwell
- 322-331 Brand building in the digital age: The ongoing battle for customer influence
by Bresciani, Lorenzo & Ewing, Mike
- 332-338 Rise from the rough: The growing demands on the brown diamond market
by Fink, Carly
- 339-349 Standing out in a saturated market: Engaging consumers through product placement
by Jones, Stacy
- 350-356 Creating flexible global brands in federated organisations: A case study from a global not-for-profit
by Bailey, Christopher K. & Knepler, Ben & Vanlombeek, Patrick
- 357-372 Reimagining branding for the new B2B digital marketplace
by Zahay, Debra & Schultz, Don E. & Kumar, Archana
- 373-386 Investigating the congruence among the positioning strategies of three Indian car brands
by Bodla, B. S. & Diwan, Saloni Pawan
- 387-398 Perceived status enhancement, brand involvement and brand loyalty
by Piong, Chee
October 2014, Volume 3, Issue 3
- 196-196 Multicultural Marketing
by Beniflah, Dr. Jake
- 197-202 Destiny is demographics: The economic mandate of diversity
by Gronbach, Kenneth W.
- 203-205 The future of marketing is multicultural: A conversation with Javier Farfan, Head of Music and Cultural Marketing, PepsiCo
by Farfan, Javier
- 206-211 Total market: Driving strategy in a multicultural nation
by Burgos, David
- 212-234 Infusing pasión (passion) into mainstream advertising: Using an emotional model to improve the measurement of advertising effectiveness
by Wood, Orlando
- 235-244 Challenging the belief that all US Hispanics are culturally homogeneous: An AHAA and AARP cultural orientation and generational study
by Cortés-Vázquez, Lorraine & Montenegro, Xenia P. & Willoth, Scott & Santiago, Carlos & Beniflah, Dr Jake
- 245-260 Estimating the value of the US Hispanic shopper: An In-Culture™ analysis
by Valdés, M. Isabel & Beniflah, Dr Jake & Quintana, Marie
- 261-277 Bilingual memory: The impact of acculturation on the cognitive structure of foreign-born Hispanics
by Beniflah, Dr Jake & Chatterjee, Sharmila C. & Curtis, Kerry P.
- 278-289 Improving multicultural marketing: Between-group and within-group segmentation approaches
by Villarreal, Ricardo
- 290-294 Valvoline shifts gears to reach the Hispanic market through agent-based modelling
by Ragusa, Damon
- 295-303 The business case for better analytics: A retrospective and the future of theory and practice of marketing science
by Alcaraz, Rafael
June 2014, Volume 3, Issue 2
- 100-100 Editorial
by Moody, Daryn
- 101-110 Brands as publishers: Using content and paid media to fuel a brand transformation
by Basney, Barbara
- 111-120 Brand and legal sitting in a tree… Brand protection at Wounded Warrior Project
by Reiner, Abby V.
- 121-128 Brand journalism: How to engage successfully with consumers in an age of inclusive individuality
by Light, Larry
- 129-134 How online video is changing the way B2B marketers engage and convert prospects
by Litt, Michael
- 135-138 The value of nonprofit sponsorship and corporate giving
by Percival, Brent
- 139-147 The point of purchase is wherever the consumer is, so what is the future for shopper marketing?
by Hathaway, Simon
- 148-154 Nostalgia, autobiographical memories and brand strategy: Marketing to the post–World War I generation
by Kessous, Aurélie
- 155-168 Brand awareness: A community perception of a nonprofit organisation
by Cronin-Gilmore, Julia & Bates, Myra Jo & Brown, Doug
- 169-183 Attributes of successful university brands in the USA
by Duesterhaus, Alan P. & Duesterhaus, Molly
- 184-192 Outsourcing sport sponsorship sales to a sport management class: Understanding the benefits and risks
by Lee, Seungbum & Pinheiro, Victor
April 2014, Volume 3, Issue 1
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