Journal of Brand Strategy

2012 - 2025

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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

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