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Content
February 2014, Volume 2, Issue 4
- 320-321 Editorial
by Moody, Daryn
- 322-327 The KidZania story: Great data, rich experience and customer loyalty
by Marsh, Sarah & Bloom, Margy
- 328-335 Lincoln Financial Group's innovative inside-out brand campaign launch pays huge dividends
by Buckingham, Lisa & Depeau, Jamie
- 336-346 From brand positioning to ad positioning: Using ‘mental referencing’ to capture meaningful mind-space for communications
by Aziz, Imran
- 347-354 Beyond jingles and needle drops: What every brand needs to know about audio branding's power to persuade
by Fahey, Colleen
- 355-365 Brand success in an era of digital Darwinism
by Bughin, Jacques
- 366-378 Celebrity endorsements: Exploring the processes for finding the right celebrity to endorse a brand
by Schimmelpfennig, Christian & Hollensen, Svend
- 379-391 Third and long: Building a sport club brand following a franchise failure
by Desjardins, Elise & Macintosh, Eric & O'Reilly, Norm & Seguin, Benoit
- 392-402 Five typical city branding mistakes: Why cities tend to fail in implementation of rebranding strategies
by Herstein, Ram & Berger, Ron & Jaffe, Eugene D.
- 403-415 Strategic management of the brand in the world of sport
by Richelieu, André
- 416-417 `Designing Brand Identity: An Essential Guide for the Whole Branding Team` by Alina Wheeler
by Westcott-Pitt, Colin
September 2013, Volume 2, Issue 3
- 220-221 Editorial
by Moody, Daryn
- 222-227 Rallying the troops: Crisis communication and reputation management in financial services
by Riddell, Paul
- 228-235 How organisations manage global brands in an increasingly local world
by Light, Larry
- 236-244 Being ‘Brave’: How Shire Pharmaceuticals nurtured its unique culture from a simple brand idea
by Mann, Jessica
- 245-258 Aligning a company's people strategy with its business strategy and brand strategy
by Holland, Jennifer & Weathers, Jackie
- 259-269 A new model for brand leadership and loyalty
by Thompson, Anne Bahr
- 270-283 Rupert Sheldrake and the brand field: An edited conversation with Angus Jenkinson
by Sheldrake, Rupert & Jenkinson, Angus
- 284-299 Killing brands … softly
by Schultz, Don E. & Block, Martin
- 300-311 Sponsorship activation and social responsibility: How MasterCard and Major League Baseball partner to Stand Up To Cancer
by Fortunato, John A.
- 312-313 `The New Strategic Brand Management` by Jean-Noël Kapferer
by Khan, Mark
June 2013, Volume 2, Issue 2
- 112-120 An evolved definition of the term ‘brand’: Why branding has a branding problem
by Jones, Casey & Bonevac, Daniel
- 121-127 A brand journey to engage today's customers: Prudential Financial
by Papadopoulos, Anna & Shah, Niharika
- 128-133 Managing a crisis in the era of social communication: How Greater Manchester Police is developing community engagement and communication
by Coleman, Amanda
- 134-145 Find the shared interest: A route to community activation and brand building
by Aaker, David
- 146-154 The 12-point customer engagement model: New thinking on gathering, monitoring and acting on customer feedback to optimise customer operations
by Bhalla, Ravi
- 155-169 Retailing with purpose: How the pursuit of social responsibility can inspire and sustain retail growth and innovation
by Morrison, Gwen & Humlen, Anneliza
- 170-176 The art of the possible: How data and technology can help a marketer stay true to their brand
by Mcmullen, Hannah
- 177-188 A country as a brand: Israel's evolving branding strategy
by Herstein, Ram & Berger, Ron
- 189-206 Decoding the modern sports fan
by Reisman, Mike & Eccleston, Jeff
- 207-209 `Generating Trust via Corporate Reputation` by Markus Renner
by Davidovic, David
- 210-211 `How Cool Brands Stay Hot` by Joeri Van Den Bergh and Mattias Behrer
by Whitson, Rod
- 212-212 `Guru in a Bottle: High Impact Marketing that Gets Results` by Ardi Kolah
by Percival, Brent
April 2013, Volume 2, Issue 1
- 4-5 Editorial
by Moody, Daryn
- 6-15 Building stronger brands with sensory driven product design
by Turpault, Mathieu & Tannen, Rob & Welsh, Bob
- 16-20 The heart makes the mouse: Disney's approach to brand loyalty
by James, Jeff
- 21-27 Making brands successful: Optimising marketing return on investment
by Perrey, Jesko & Spillecke, Dennis & Umblijs, Andris
- 28-39 Accountability of sustainability
by Gregory, James R.
- 40-54 Youth: It's not your audience … it's theirs
by Tucker, David
- 55-62 Windows Live: The long, unhappy life of a misunderstood brand
by Tradii, Joe
- 63-75 How to use content to grip your audience like a broadcaster
by Hipwell, Kath & Reeves, Michael
- 76-86 The value of brand trust
by Mckinney, Mark E. & Benson, Amber
- 87-105 Meaning transfer between events and sponsor brands: Integrating the role of emotions — a new conceptual framework
by Chakraborti, Rajdeep & Roy, Subhadip
December 2012, Volume 1, Issue 4
- 316-317 Editorial
by Moody, Daryn
- 318-326 From good to branded: Using immersive design to deliver a positive brand experience for British Gas
by Coomber, Lee & Poore, Jess
- 327-332 Integrating your brand purpose: How Procter & Gamble's Secret deodorant increased market share and profit through its brand purpose
by Hochman, Kevin & Maynor, Kristi
- 333-343 Branding and advertising in an Islamic context: Representing the forbidden
by Karimova, Gulnara Z.
- 344-348 Older by age, younger by mindset: The attitudes and behaviours of the over 50s and how to communicate with and market to this group
by Lewis, Duncan
- 349-360 Is the demographic dead?
by Jacobs, Richard & Whittaker, Jeni
- 361-376 How direct response television (DRTV) builds brand equity and sells products and services
by Brechner, Irv
- 377-388 The Mythic Status Brand Model: Blending brain science and mythology to create a new brand strategy tool
by Tait, Bruce
- 389-402 The LVMH–Bulgari agreement: Changes in the luxury market that lead family companies to sell up
by Kapferer, Jean-Noël & Tabatoni, Olivier
- 403-412 The effects of sponsorship activation on the sales of a major soft drink brand
by Degaris, Larry & West, Corrie
- 413-423 Sponsorship awareness at a new NCAA division I football stadium: An analysis of donation level as a measure of fan identification
by Brownlee, Eric A. & Shreffler, Megan B. & Ross, Stephen D.
October 2012, Volume 1, Issue 3
- 212-216 Why agency compensation is broken: And what core issues are being ignored
by Blamer, Steve
- 217-222 Sustainability creates business and brand value
by Palma, Nestor Coronado & Visser, Mirjam
- 223-233 The IBM Brand System: An interview with Kevin Bishop
by Jenkinson, Angus & Bishop, Kevin
- 234-239 A new model for assessing the value of social media activity
by Henry, Mark & Harte, Brian
- 240-246 Six success strategies for building a stronger brand
by Cottineau, Julie
- 247-253 Brand promises and a practitioner's unified theory of brand management
by Rozin, Randall
- 254-261 Simple is smart and other lessons from the Global Brand Simplicity Index
by Belk, Howard & Rafferty, Brian
- 262-267 The transformation of automotive brands and the triumphs and pitfalls of current positioning
by Percival, Brent
- 268-278 Every day for the rest of your life: Bringing a new metal to the bridal jewellery market
by Scott, Daniel J.
- 279-291 ‘Rogue’ athlete endorsers: Using social identity theory to assess brand fit
by Pokrywczynski, James & Brinker Jr., David L.
- 292-307 Exploring the challenges facing female athletes as endorsers
by Antil, John H. & Burton, Rick & Robinson, Matthew J.
- 308-309 `Creative Genius` by Randall S. Rozin
by Rozin, Randall S.
- 310-311 `Brandwashed` by Brent Percival
by Percival, Brent
June 2012, Volume 1, Issue 2
- 104-105 Editorial
by Moody, Daryn
- 106-117 Building the company brand: Connecting CSR to the business
by Mccormick, Andy
- 118-125 Staking a claim on the dotbrand frontier: A brand perspective
by Norambuena, Paola
- 126-130 Bridging brands and borders: Trends and tactics to connect global brands with Asian consumers
by Briggs, Craig
- 131-148 Dissecting the anatomy of brands: Improving methodologies for strategic brand-building
by Wilson, Peter
- 149-163 Rebranding: Yes or no?
by Dugar, Anurag
- 164-179 Investigating endorser personality effects on brand personality: Causation and reverse causation in India
by Roy, Subhadip & Moorthi, Y. L. R.
- 180-184 How jersey sponsorship can be an effective marketing tool
by Horowitz, Scott
- 185-192 Sports stars as product endorsers: Agreements and critical terms
by Hutchings Reed, Mary & Trachtenberg, Marc & Paik, Irene
- 193-205 Building city brands through sport events: Theoretical and empirical perspectives
by Westerbeek, Hans & Linley, Michael
March 2012, Volume 1, Issue 1
- 4-5 Editorial
by Moody, Daryn
- 6-14 Rediscovering your brand's True North: How Crayola articulates its brand identity to compel change in internal culture and consumer communication
by Lozano, Victoria
- 15-24 If you launch it, they will come: Bridging global and local marketing to extract the greatest value from that rare product launch
by Stojanovic, Alex & Van Der Meulen, Robbert
- 25-30 Building a brand socially
by Hudspeth, Neil
- 31-39 Re-imagine retail: Why store innovation is key to a brand's growth in the ‘new normal’, digitally-connected and transparent world
by Aubrey, Chris & Judge, David
- 40-49 Social Brand Planning
by Stauffer, John
- 50-56 The delicate art of rebranding: Retaining equity while creating a fresh face
by Luck, Kristin
- 57-68 Beyond satisfaction: Connecting with customers to maximise business performance
by Pingitore, Gina & Williams-Dalgart, Herb
- 69-78 The potential of private labels in agricultural markets: An exploratory study
by Gilboa, Shaked & Herstein, Ram & Gamliel, Eyal
- 79-84 The rise and rise of athlete brand endorsements
by Mcghee, Tim
- 85-97 Tweet 'em and reap 'em: The impact of professional athletes' use of Twitter on current and potential sponsorship opportunities
by Pegoraro, Ann & Jinnah, Naila
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