Journal of Brand Strategy

2012 - 2024

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Volume 5, issue 4, 2017

Editorial pp. 345-346

Francesca Cornwall

Who makes brands? pp. 347-355

Michael Wolff

Building a brand newsroom: Your brand is live, even if you are not pp. 356-361

Brooks Thomas

Thought leadership disrupted pp. 362-372

Jeff Pundyk

Selling products by selling brand purpose pp. 373-394

Chung-Kue (Jennifer) Hsu

Ueber-Branding: How modern prestige brands create meaning through mission and myth - Part 1 pp. 395-409

Jp Kuehlwein and Wolf Schaefer

Wellcome Collection’s curious journey pp. 410-422

Rachel Collins

Rebranding a traditional housing company: The Flagship Group rebrand from initial research to implementation pp. 423-433

Lorna Blackmore

Brand deletion pp. 434-452

Purvi Shah, Debra A. Laverie and Donna F. Davis

Volume 5, issue 3, 2016

Editorial pp. 236-237

Gwen Morrison

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 pp. 238-244

Lucie Greene

Move over, Millennials: Generation Z is changing the consumer landscape pp. 245-249

Jamie Gutfreund

The joy of not being sold anything: Shopping through the eyes of the Millennial shopper pp. 250-255

Zachary Kraemer

Bright lights, big city, small boxes: Designing for the New York norms pp. 256-265

Carly Tysh

Switching off TV, turning on touchpoints: New ways to communicate in a new world pp. 266-274

Jon Bird

Programming the purchase funnel pp. 275-281

Oliver Gertz and Deirdre Mcglashan

A very British Black Friday: Retailers lose out as Black Friday becomes the domain of discounters pp. 282-288

Alasdair Lennox, Aaron Shields and Piers Guilar

How the merging of offline and online data, and an omni-channel, data-driven approach substantially increased Ford Denmark’s marketing performance pp. 289-293

Mikkel Christian Larsen

Half the world without Internet: How brands can boost access to data on mobile phones pp. 294-297

Marcelo Castelo

Retailing in disruptive markets pp. 298-311

David Marcotte and Gwen Morrison

Reach, resonance and returns: A guide to finding success in a slow-growing, extraordinary world pp. 312-327

Bryan Gildenberg

Aprons and algorithms: Meeting the service experience expectations of ‘generation picky’ pp. 328-333

Tim Greenhalgh

Old rules for a brave new world pp. 334-340

Jon Stel

Volume 5, issue 2, 2016

Editorial pp. 124-125

Robert Tamplin

Comment Building a brand pp. 126-131

Jan Ward

Disruption and coherence: Creating the ‘buzzߣ that builds a brand pp. 132-141

Winfried Daun

Innovative disruption: Utilising brand to manage and drive change pp. 142-149

James R. Gregory and Hampton Bridwell

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 pp. 150-156

Mark Pingol and Kate Jacobs

Addressing today’s top brand challenges with sonic identity pp. 157-164

Kevin Perlmutter and Nora Bradshaw

Rethinking brand innovation from the inside out pp. 166-177

Jeremy A. Tucker

Personalisation, data and trust: The role of brand in a data-driven, personalised, experience economy pp. 178-185

Timothy Morey and Kristin Krajecki

Application of group psychology to the brand community programme: Guidelines for creating a strong brand community pp. 186-201

Gulnara Z. Karimova

The information economy is dead: What CMOs should do now pp. 202-208

Zain Raj

The Big Data Bang: When collision of content marketing, mobile commerce and social share resulted in an omnichannel digital experience pp. 209-217

David Lee

Sport teams’ brands going international: The ‘Integrated Marketing Strategy on the Internationalisation in Sport’ (IMSIS) pp. 218-231

André Richelieu

Volume 5, issue 1, 2016

Editorial pp. 4-5

Daryn Moody

Changing conversations: Brand identity as discourse pp. 6-21

Gina Bleedorn

Time to forget everything we learned in the past about branding? The future is the future of branding pp. 22-30

Micael Dahlen and John Karsberg

The new trust imperative pp. 31-38

Terry D. Peigh and Adam Bowen

Global customer care strategies that build your brand by putting people first pp. 39-50

Andrew Caravella

Celebrity endorsements and congratulatory messages: Jordan v. Jewel Food Stores: A case of right to publicity versus commercial speech pp. 51-56

Kerri Cebula and Mark Dodds

What are the benefits of creating an omnichannel brand experience? pp. 57-66

Jon Blakeney

Case study: Customer-centred transformation at E.ON pp. 67-71

Brendan Lece

Healthcare in a retail-oriented marketplace pp. 72-82

Ann Marie Gothard

A new age in clothing brand and retailer collaborations: Trends and recommendations for a successful partnership pp. 83-100

Michelle L. Childs and Byoungho Jin

A sensory approach to brand confusion pp. 101-115

Jean-Charles Chebat, Oumama Erradey, Claire Gélinas-Chebat and Yefim Roth

Volume 4, issue 4, 2015

Editorial pp. 308-309

Daryn Moody

An SEO's perspective on how to manage international teams pp. 310-314

Moriah Scoble

The information economy is dead: What CMOs should do now pp. 315-321

Zain Raj

Non-verbal communication: The biggest brand-building asset in modern marketing pp. 322-331

Daryl Fielding

Activating and driving brand advocacy: Why every brand needs to be talked about pp. 332-340

Steve Thomson

Uncovering the elements behind a transformational consumer experience pp. 341-348

Mohan Nair

The future's bright, the future's branded: How branding is the future of the marketing research industry pp. 349-356

Lucy Davison and Paul Buckley

The effective use of licensing in brand strategy pp. 357-362

Bill Cross

Case study: NAMI-NYC Metro pp. 363-370

Howard Lenn and Melissa Parsey

Exploring a marketing concept: Does marketing encourage the filling of the ‘empty self’, ie, is marketing purchase therapy? pp. 371-387

Don E. Schultz, Martin Block and Vijay Viswanathan

Focus on Better Together: How co-branding can create strong synergies within a global company pp. 388-402

Sylvain Charlebois, Kally Dimitropoulos, Cory Haskins and Anke Foller-Carroll

`Improving the Performance of Sponsorship` by Ardi Kolah pp. 403-404

Ardi Kolah

Volume 4, issue 3, 2015

Consumer branding pp. 200-200

Daryn Moody

People powered brands: How companies can inspire consumer action pp. 201-216

Gwen Morrison and Anneliza Humlen

Overcoming the barriers of the assisted living market: Developing successful marketing campaigns to connect with an over-50s audience pp. 217-223

Helena King

Why we don't think the way we think we think: The theory and application of behavioural economics pp. 224-232

Anthony Tasgal

Noble motives and net results: Micro-insurance in the supply chain — building revenue and customer loyalty while improving community resilience in fast-growing markets pp. 233-247

Brandon Mathews

Developing a glocalisation strategy: Experiences from Henkel's product launches in the Middle East and Europe pp. 248-258

Svend Hollensen and Christian Schimmelpfennig

21c Museum Hotels: A company breaking branding and product conventions pp. 259-266

Martha Reeves

Cause-related marketing campaigns: Do consumer perceptions and brand motivations matter? pp. 267-280

Beth Myers

Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs pp. 281-290

Barbara Stöttinger, Elfriede Penz and Mubbsher Munawar Khan

Brand credibility measurement: A new measure for brand equity/brand value: Part 2 pp. 291-302

Bill Haig

Volume 4, issue 2, 2015

Editorial pp. 104-105

Robert Tamplin

Survival of the fittest: Using social media to thrive in the 21st century pp. 106-113

Meg Bear

Maximising results with data-driven financial marketing strategies pp. 114-126

Tony Rizzo

Six key principles for identifying and ensuring success in marketing channels pp. 127-133

Heather Oldani

Social media rewired pp. 134-142

Jacques Bughin

Linking brand to business financials: How brand valuation has helped DuPont unlock the value of its portfolio pp. 143-153

Joanna Seddon

Sustainable sourcing to innovate a private brand pp. 154-160

Janice Neitzel

Reading between the lines: Uncovering customer insights to deliver exceptional customer experiences pp. 161-167

Gaynor Strachan Chun, M. A. Greenstein and Sarah Kornfeld

Building a global brand with corporate e-learning: Challenges, solutions and best practices for international businesses pp. 168-176

Kristen Giovanis

Brand credibility measurement: A new measure for brand equity/brand value: Part 1 pp. 177-189

Bill Haig

`Branded Entertainment: Dealmaking Strategies & Techniques for Industry Professionals` by Stacy Jones pp. 190-191

Stacy Jones

`B®and Psychology: Consumer Perceptions, Corporate Reputations` by Mario R. Nacinovich and Jennifer M. Barrett pp. 192-194

Jr Nacinovich

`Creating Value, the Theory and Practice of Marketing Semiotics Research` by Randall Rozin pp. 195-195

Randall Rozin

Volume 4, issue 1, 2015

Editorial pp. 4-5

Daryn Moody

Corporate giving at the Shakespeare Theatre Company, Washington, DC: ‘I can no other answer make but thanks, and thanks; and ever thanks’ pp. 6-14

Noreen Major

How to run a global marketing campaign that meets local needs without damaging the brand pp. 15-26

Kevin Freedman

How to engage Millennials: Re-imagining the consumer as a partner, not a target audience, to increase engagement pp. 27-36

Jeff Fromm, Cherryh Butler and Chris Dickey

Four ways digital works to build brands and relationships pp. 37-48

David Aaker

Executing the brand: Emerging digital brand execution tools and the role of employees in developing on-brand materials pp. 49-57

Alexander Jasperse

Strengthening brand positioning through price transparency in higher education pp. 58-69

Alan P. Duesterhaus

Media brands in social network sites: Problems German media companies have faced and lessons they have learned pp. 70-82

Ulrike Rohn and Sabine Baumann

Sponsorship and the Elaboration Likelihood Model: BMW's 2014 Winter Olympic brand strategy pp. 83-95

John A. Fortunato