Journal of Brand Strategy

2012 - 2024

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Volume 7, issue 4, 2019

Editorial pp. 300-301

Simon Beckett

Outside the box: How Microsoft’s packaging design team is shaping a culture that delivers better consumer experiences pp. 302-309

Kevin Marshall

Winning in the sharing economy: Six keys to Airbnb’s success pp. 310-317

David Aaker

Femvertising: Advertising taking social responsibility to sell brands pp. 318-325

Nikki Mamuric

Achieving position 0: Optimising your content to rank in Google’s answer box pp. 326-336

Courtney Cox Wakefield

Advertising for good: What is it good for? pp. 337-342

Toygun Yılmazer

A flight to quality? Why content marketing strategy must evolve pp. 343-354

Joanne Dolezal

Move fast, save money, increase engagement: Why live video should be in every marketer’s toolkit pp. 355-364

Ashley Faus

Safeguarding brands in online review forums: The role of managerial response pp. 365-376

Stacey Sharpe

Visualising corporate brands: Towards a framework of brandmark expression pp. 377-388

Jamie Marsden

`The Paradox Planet. Creating Brand Experiences for the Age of I` by José Fernández-Cavia pp. 389-390

José Fernández-Cavia

Volume 7, issue 3, 2018

Editorial pp. 204-205

Simon Beckett

Unifying vision, brands and culture in complex company mergers: nThrive pp. 206-213

Matt Bowen

How to write a B2B social media strategy that will impress your CEO pp. 214-224

David Biggins

Purpose is at the core of branding pp. 225-232

Bård Annweiler

Voice-activated change: Marketing in the age of artificial intelligence and virtual assistants pp. 233-245

Valerie K. Jones

A question of unity: Institutions should weigh the risks and opportunities of unifying their athletic and academic brands pp. 246-257

Bill Faust and Mike Rehfus

The ‘borrowed interest’ appeal: Brands riding the wave of popular events and memes in the digital age pp. 258-270

Chung-Kue (Jennifer) Hsu

Higher education: A luxury good brand model pp. 271-282

Alan P. Duesterhaus

Rethinking hero archetypal branding: Investigating the effects of authenticity and flawed archetypes on brand attachment and self-congruence pp. 283-295

Joann Sciarrino and Paige Roberts

Volume 7, issue 2, 2018

Editorial pp. 100-101

Daryn Moody

How Wimbledon embraced social media pp. 102-109

Alexandra Willis

How social media influencers enabled a B2B company to drive awareness and engagement with their target consumers pp. 110-116

Jared Melzer and Brynn Zech

Branding an academic superbrand pp. 117-140

Alon Weinpress, Atara Bieler, Rava Eleasari Gelbetz and Ehud Or

Aligning rights-holders’ marketing assets with brand marketers’ needs pp. 141-153

Mark Giovino

The art of ‘Philanthroship’: Blending non-profit and corporate goals for outside-the-box partnerships benefitting brand and community pp. 154-162

Curt Mosel

Crisis communications management on digital platforms pp. 163-172

John Deveney

Accretive intangible assets: Bridging the GAAP with CPAs pp. 173-182

James R. Gregory

The development and measurement of a brand authenticity scale pp. 183-196

Sean P. Coary and James L. Oakley

Volume 7, issue 1, 2018

Editorial pp. 4-5

Daryn Moody

Corporate partners and charities: A Movember perspective on strategic brand alignment, fostering mutually beneficial goals, and outcomes in non-profit sponsorship pp. 6-12

Erica Graham Jordan

The rise of conversational commerce: What brands need to know pp. 13-22

Riku Vassinen

The right agency partner + experiential fundamentals = success! pp. 23-27

Jane L. Hawley

Femvertising: State of the art pp. 28-47

Chung-Kue (Jennifer) Hsu

How brands can create a compelling sales proposition through storytelling pp. 48-53

Kelly Hyne

Never mind the love, smell the money: What is the ‘value-add’ of a brand? pp. 54-68

Crispian Tarrant

Best practices for aligning university brands with fundraising campaigns pp. 69-83

Ed Sevilla

Brand architecture in higher education pp. 84-91

Rob Zinkan

`‘Creating Signature Stories: Strategic Messaging that Persuades, Energizes and Inspires’` by David Aaker pp. 92-93

Ryan S. Eanes

Volume 6, issue 4, 2018

Editorial pp. 316-317

Daryn Moody

Content marketing at AbbVie pp. 318-327

Suzanne Barston, Javier Boix, Elizabeth Hoff and Rebekah Pajak

Performance with purpose: The PepsiCo challenge pp. 328-355

James R. Gregory

Surviving and thriving during the next marketing technology implementation: Best practices for modern marketers pp. 356-361

Peg Miller

Debunking the ten most common myths SMEs have about branding: Why SMEs need real branding to succeed pp. 362-379

Sue Mizera and James Risch

Quantum identity and the enhancement of communication pp. 380-391

Miguel Á. Bernal-Merino

Uncovering the foundational habits of a customer experience brand pp. 392-396

Mohan Nair

How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies pp. 397-408

Jamie Turner, Reshma Shah and Varsha Jain

Volume 6, issue 3, 2017

Editorial pp. 208-209

Robert Tamplin

The new way to brand: The mixing pot of art, science and, of course, a crystal ball pp. 210-220

Justin Racine

Rebranding John Jay College: Adapting to an evolving higher education market pp. 221-232

Alan Siegel

Diversity and inclusion is key to Marriott International’s success pp. 233-236

Maruiel Perkins-Chavis

Multichannel brand storytelling pp. 237-241

Casey Hall

Tracking website data with Google Tag Manager pp. 242-249

Joshua Silverbauer

Factories rust; brands do not pp. 250-262

Uli Veigel

#ThatsGold: Sponsorship activation in the 2016 Rio Summer Olympics pp. 263-280

Artemisia Apostolopoulou, Scott Branvold, Jacob J. Pearson and David P. Synowka

Branding by the five senses: A sensory branding framework pp. 281-292

Bertil Hultén

The power of culture in branding: How the Korean Wave can help global brands thrive in Asia pp. 293-307

Naeun Kim and Lauren Hong

`Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget (2nd Edition)` by Maria Ross pp. 308-312

Sue Mizera

Volume 6, issue 2, 2017

Editorial pp. 108-109

Daryn Moody

How Charles Schwab rediscovered its challenger mojo pp. 110-119

Pete Boland

From inside to out: Reinventing a brand globally and locally pp. 120-125

Louise Felton

Engaging employees using the power of the brand to create an internal transformation strategy: The story of one global Telefónica family pp. 126-138

Amanda Clay

Rebranding today: A process, not a project pp. 139-145

Peter Dixon and Hanif Perry

Global account managers: The linchpins of GAM programmes pp. 146-159

George S. Yip and Audrey Bink

Social innovation: An imperative for brands to address systemic social issues pp. 160-170

David Blyth

Monetising digital audiences: Turning a marketing cost into a profitable business unit pp. 171-180

Unknown

Mobile-forward design: An emerging trend for global brand websites pp. 181-191

Ben Sargent

Digital globalisation enhances local customer experiences pp. 192-199

Bruno Herrmann

Volume 6, issue 1, 2017

Editorial pp. 4-5

Daryn Moody

Brand versus portfolio: Using targeted marketing to drive individually relevant brand strategies pp. 6-13

Jim Sprigg

Why be liked when you can be loved? pp. 14-25

Jamal Benmiloud

‘I am not a brand, I am a wholesaler’: The forgotten role of brand in B2B supply chains pp. 26-36

Claudia Bünte, Sascha Stürze and Oliver Vogler

How fashion brands approach cross-border e-commerce pricing pp. 37-45

Reid Wegner

Brand purpose: The navigational code for growth pp. 46-54

Markus Kramer

Satisfied: An enduring platform for an enduring bar pp. 55-66

Alison Miazga-Bedrick and James Miller

Reinforcement and revitalisation of a professional sports-team brand: Case study evidence from Germany's Football Bundesliga pp. 67-86

Thorsten Dum

Killing brands softly — Redux pp. 87-102

Don Schultz, Martin Block, Vijay Viswanathan and Fatih Gecti