Journal of Brand Strategy

2012 - 2025

From Henry Stewart Publications
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Volume 10, issue 4, 2022

Editorial pp. 296-297

Simon Beckett

Harnessing editorial storytelling for social media marketing: The ‘secret’ to success in the new digital world has deep roots in old media pp. 298-310

Kirstin Benson

Brand equity trend analysis for top auto brands on Interbrand’s 20-year longitudinal data pp. 311-329

Kamran Ahmed Siddiqui and Shabir Ahmad

The deep brand: Designs for a new chapter in marketing? pp. 330-359

Angus Jenkinson

The Indian Premier League: The creation and management of a global sports branding phenomenon pp. 360-376

Jay I. Sinha, Ravindra Chitturi and Sunil H. Contractor

Authenticity attracts authenticity: The impact of brand authenticity and self-authenticity on brand loyalty pp. 377-388

Ryall Carroll, Fabienne T. Cadet and Luke Kachersky

Volume 10, issue 3, 2022

Editorial pp. 201-202

Simon Beckett

People-led digital transformation: Future-proofing a legacy brand with purpose pp. 203-213

J.C. Lapierre

Brands on the picket line: How close should companies get to their consumers’ crusades? pp. 214-220

Jules Hall and Tim Mottau

Brands on TikTok: Strategic first steps and successful execution pp. 221-233

Anton Perreau

Operation brand story: How to fix a broken brand when customer beliefs shift and brands do not pp. 234-242

Mark Jones

Royal Enfield: Preserving and leveraging legacy appeal while revamping brand imagery pp. 243-258

Prashant Chaudhary

Brands, sustainability and citizenship: Navigating a world demanding change pp. 259-272

Tim Riches

The winning formula: How to build lasting and valuable customer relationships via a paid, owned and earned strategy pp. 273-282

Matt Allison

Happiest place(s) on Earth? Investigating the differences (and impact) of fandom and rivalry among fans of sport and Disney’s Theme Parks pp. 283-292

Cody T. Havard, Daniel L. Wann, Frederick G. Greive and Brian Collins

Volume 10, issue 2, 2021

Editorial pp. 100-101

Simon Beckett

Branding COVID vaccines: A nightmarish journey for branding practitioners? pp. 102-108

David Davidovic

Ethical online advertising: Choosing the right tools for online brand safety pp. 109-120

Mike Hemmings

Right now. For tomorrow: Launching a purpose-driven sustainability brand pp. 121-126

Howard Breindel

Suspense and a sports league’s brand revitalisation: Initiatives of the PGA Tour pp. 127-137

John Fortunato

Giving flight to an authentic purpose: How Aflac transformed its mascot into an icon for childhood cancer patients pp. 138-147

Carol Cone and Kristin Kenney

Positioning a brand as an internet meme: The case study of Supreme pp. 148-157

Jay I. Sinha

Towards a better application of brand values pp. 158-170

Francisco J. Conejo

Brand iconisation in the social media era pp. 171-177

Brian Whelan

Tales from Cinderella Castle: Examining fandom and rivalry within Disney pp. 178-195

Cody T. Havard, Daniel L. Wann, Frederick G. Grieve and Brian Collins

Volume 10, issue 1, 2021

Editorial pp. 4-5

Simon Beckett

Brand storytelling in the age of artificial intelligence pp. 6-13

Manos Spanos

Sonic branding: The value of intentional audio in the new normal pp. 14-25

Audrey Arbeeny

We will not stop until the world dreams in cheese: Redefining the Wisconsin cheese brand pp. 26-35

Suzanne Fanning

Using crisis and emergency risk communication theory to inform online communication during the COVID-19 pandemic pp. 36-50

Cathy Whitlock and Amanda Hicken

Brand audit: A case study of Lacasa in Spain pp. 51-65

Phani Adidam and Irene F. Shaker

Rebranding a corporate spin-off: Can a new brand name inherit global brand reputation? pp. 66-82

Rian Beise-Zee and Beat Wäfler

A consumer-centric framework to develop insights for effective integrated marketing communications campaigns pp. 83-95

JoAnn Sciarrino and John Prudente

Volume 9, issue 4, 2021

Editorial pp. 389-390

Simon Beckett

Visionary brand strategies require visionary product strategies: Centering product experience is imperative pp. 391-400

Ryan Chen and Mathieu Turpault

Why millennials gravitate to new brands in online investing pp. 401-407

Carly Fink

From sport to ‘sportainment’: The art of creating an added-value brand experience for fans pp. 408-422

André Richelieu

Using human emotion as a conduit for connection in branding and advertising pp. 423-431

Justin Racine

The growing business of slowing down: Understanding the Slow Movement in retail, hospitality and tourism pp. 432-445

Michelle Childs, Eda Gokcecik, Borham Yoon and Bomi Lee

The impact of fake news on its sponsor’s brand trust pp. 446-465

Sylvia M. Chan-Olmsted and Yufan Sunny Qin

What is brand personality? A historical and prescriptive account pp. 466-477

Francisco J. Conejo

Volume 9, issue 3, 2020

Editorial pp. 197-198

Simon Beckett

The real gamble is playing the same game as your competitors pp. 199-210

Bruce J. Tait

Ogilvy versus Aristotle: How creative briefs fail and why brand strategists should adopt a new patron saint pp. 211-221

Casey Jones and Daniel Bonevac

Putting your purpose into practice: Why introspection is essential for building a successful brand pp. 222-230

Christopher K. Bailey and Susan S. Selle

Driving profit and doing good: The transformational power of purpose pp. 231-239

Markus Kramer

Multi-brand retailer community model: How multi-brand retailers can create and manage strong brand communities pp. 240-253

Kate Nightingale

Building a woman’s brand through serving on nonprofit boards pp. 254-270

Julia Cronin-Gilmore, Diana Maguire, Jena Shafai Asgarpoor and Majid Nabavi

Cause-related marketing in a polarised global marketplace pp. 271-283

Bridgitte Kiprop and Leila Samii

Volume 9, issue 2, 2020

Editorial pp. 101-102

Simon Beckett

Winning against a dominant brand pp. 103-112

David Aaker

Competencies-driven development: Focusing on key skills for communicators in a quickly converging consumer environment pp. 113-122

Tracie Haas

The importance of being not too earnest: Creativity in the boardroom pp. 123-130

Gordon Euchler and Nils Liedtke

Bridging brand and experience design pp. 131-142

Adrian Ho

The use of timing to increase personalisation, message impact and response rate pp. 143-151

Tony Rizzo

The state of the creator economy pp. 152-162

Ryan Schram

The evolution of naming rights agreements in the United States pp. 163-170

Tim Mcghee

Firearms, brass knuckles… and Instagram: Intended and unintended influence of social media advertising pp. 171-189

Valerie K. Jones and Ming (Bryan) Wang

Volume 9, issue 1, 2020

Editorial pp. 5-6

Simon Beckett

Improving campaign performance using purpose marketing: Case study of Run For The Oceans pp. 7-17

Christoph Kullnig, Anja Obermüller and Katherine Aichhorn

Financial engineering can destroy brands, but there is a way forward pp. 18-26

Larry Light

Pandora’s box? The promise and peril of branded content partnerships pp. 27-37

Winfried Daun and Sven Schäfer

Trust-based marketing leadership: What senior leaders should be focusing on during brand plan reviews pp. 38-43

David Davidovic

Why brands looking to stand out should look to stand-ups pp. 44-58

Leigh Kessler and Steven F. Robins

Esport sponsorship: Practitioners’ perspectives on emerging trends pp. 59-74

David J. Finch, Gashaw Abeza, Norm O’Reilly and Anthony Mikkelson

To market, to market: How creative treatments of in-store branded content impact sales pp. 75-90

Joann Sciarrino and John Prudente