Journal of Brand Strategy

2012 - 2024

From Henry Stewart Publications
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Volume 3, issue 4, 2015

Editorial pp. 308-309

Daryn Moody

The power of sustainability to create shared value: Coca-Cola demonstrates that doing good is good for business pp. 310-315

Bea Perez

Shell's response and brand management during industry crises pp. 316-321

Tricia Elwell Singer

Brand building in the digital age: The ongoing battle for customer influence pp. 322-331

Lorenzo Bresciani and Mike Ewing

Rise from the rough: The growing demands on the brown diamond market pp. 332-338

Carly Fink

Standing out in a saturated market: Engaging consumers through product placement pp. 339-349

Stacy Jones

Creating flexible global brands in federated organisations: A case study from a global not-for-profit pp. 350-356

Christopher K. Bailey, Ben Knepler and Patrick Vanlombeek

Reimagining branding for the new B2B digital marketplace pp. 357-372

Debra Zahay, Don E. Schultz and Archana Kumar

Investigating the congruence among the positioning strategies of three Indian car brands pp. 373-386

B. S. Bodla and Saloni Pawan Diwan

Perceived status enhancement, brand involvement and brand loyalty pp. 387-398

Chee Piong

Volume 3, issue 3, 2014

Multicultural Marketing pp. 196-196

Dr. Jake Beniflah

Destiny is demographics: The economic mandate of diversity pp. 197-202

Kenneth W. Gronbach

The future of marketing is multicultural: A conversation with Javier Farfan, Head of Music and Cultural Marketing, PepsiCo pp. 203-205

Javier Farfan

Total market: Driving strategy in a multicultural nation pp. 206-211

David Burgos

Infusing pasión (passion) into mainstream advertising: Using an emotional model to improve the measurement of advertising effectiveness pp. 212-234

Orlando Wood

Challenging the belief that all US Hispanics are culturally homogeneous: An AHAA and AARP cultural orientation and generational study pp. 235-244

Lorraine Cortés-Vázquez, Xenia P. Montenegro, Scott Willoth, Carlos Santiago and Dr Jake Beniflah

Estimating the value of the US Hispanic shopper: An In-Culture™ analysis pp. 245-260

M. Isabel Valdés, Dr Jake Beniflah and Marie Quintana

Bilingual memory: The impact of acculturation on the cognitive structure of foreign-born Hispanics pp. 261-277

Dr Jake Beniflah, Sharmila C. Chatterjee and Kerry P. Curtis

Improving multicultural marketing: Between-group and within-group segmentation approaches pp. 278-289

Ricardo Villarreal

Valvoline shifts gears to reach the Hispanic market through agent-based modelling pp. 290-294

Damon Ragusa

The business case for better analytics: A retrospective and the future of theory and practice of marketing science pp. 295-303

Rafael Alcaraz

Volume 3, issue 2, 2014

Editorial pp. 100-100

Daryn Moody

Brands as publishers: Using content and paid media to fuel a brand transformation pp. 101-110

Barbara Basney

Brand and legal sitting in a tree… Brand protection at Wounded Warrior Project pp. 111-120

Abby V. Reiner

Brand journalism: How to engage successfully with consumers in an age of inclusive individuality pp. 121-128

Larry Light

How online video is changing the way B2B marketers engage and convert prospects pp. 129-134

Michael Litt

The value of nonprofit sponsorship and corporate giving pp. 135-138

Brent Percival

The point of purchase is wherever the consumer is, so what is the future for shopper marketing? pp. 139-147

Simon Hathaway

Nostalgia, autobiographical memories and brand strategy: Marketing to the post–World War I generation pp. 148-154

Aurélie Kessous

Brand awareness: A community perception of a nonprofit organisation pp. 155-168

Julia Cronin-Gilmore, Myra Jo Bates and Doug Brown

Attributes of successful university brands in the USA pp. 169-183

Alan P. Duesterhaus and Molly Duesterhaus

Outsourcing sport sponsorship sales to a sport management class: Understanding the benefits and risks pp. 184-192

Seungbum Lee and Victor Pinheiro

Volume 3, issue 1, 2014

Editorial pp. 4-5

Daryn Moody

Digital transformation at Nestlé: Playing to win pp. 6-11

Pete Blackshaw

Ten rules for effective branded content: Experience from Skype pp. 12-17

Shana Pearlman, Nadina Guglielmetti and Emily Listfield

Collaboration is the number one strategy for reaching ‘bottom of the pyramid’ customer segments in emerging global markets pp. 18-20

Ardi Kolah

The shift from online performance to more holistic brand efficiency measurement and the need for standardised online ad formats pp. 21-30

Karim H. Attia

What is it worth? The value chasm between brand and influencers pp. 31-40

Ted Murphy and Ryan Schram

Does sports marketing work? How is it measured? pp. 41-50

Scott Horowitz

Business-to-business event sponsorship: Generating value through strategy and metrics pp. 51-58

Kate Phillips Connolly and Aidan Connolly

Luxury counterfeit purchasing: The collateral effect of luxury brands’ trading down policy pp. 59-70

Jean-Noël Kapferer and Anne Michaut

The influence of gender on baseball sponsorship activation tactics pp. 71-79

Mark Dodds, Larry Degaris and Dave Perricone

Perceptions of a brand sponsoring a sport competitor pp. 80-93

Scott A. Jones, Christopher D. Hopkins and Gregory Pickett

`Advertising Concept and Copy` by George Felton pp. 94-95

Ardi Kolah

Volume 2, issue 4, 2014

Editorial pp. 320-321

Daryn Moody

The KidZania story: Great data, rich experience and customer loyalty pp. 322-327

Sarah Marsh and Margy Bloom

Lincoln Financial Group's innovative inside-out brand campaign launch pays huge dividends pp. 328-335

Lisa Buckingham and Jamie Depeau

From brand positioning to ad positioning: Using ‘mental referencing’ to capture meaningful mind-space for communications pp. 336-346

Imran Aziz

Beyond jingles and needle drops: What every brand needs to know about audio branding's power to persuade pp. 347-354

Colleen Fahey

Brand success in an era of digital Darwinism pp. 355-365

Jacques Bughin

Celebrity endorsements: Exploring the processes for finding the right celebrity to endorse a brand pp. 366-378

Christian Schimmelpfennig and Svend Hollensen

Third and long: Building a sport club brand following a franchise failure pp. 379-391

Elise Desjardins, Eric Macintosh, Norm O'Reilly and Benoit Seguin

Five typical city branding mistakes: Why cities tend to fail in implementation of rebranding strategies pp. 392-402

Ram Herstein, Ron Berger and Eugene D. Jaffe

Strategic management of the brand in the world of sport pp. 403-415

André Richelieu

`Designing Brand Identity: An Essential Guide for the Whole Branding Team` by Alina Wheeler pp. 416-417

Colin Westcott-Pitt

Volume 2, issue 3, 2013

Editorial pp. 220-221

Daryn Moody

Rallying the troops: Crisis communication and reputation management in financial services pp. 222-227

Paul Riddell

How organisations manage global brands in an increasingly local world pp. 228-235

Larry Light

Being ‘Brave’: How Shire Pharmaceuticals nurtured its unique culture from a simple brand idea pp. 236-244

Jessica Mann

Aligning a company's people strategy with its business strategy and brand strategy pp. 245-258

Jennifer Holland and Jackie Weathers

A new model for brand leadership and loyalty pp. 259-269

Anne Bahr Thompson

Rupert Sheldrake and the brand field: An edited conversation with Angus Jenkinson pp. 270-283

Rupert Sheldrake and Angus Jenkinson

Killing brands … softly pp. 284-299

Don E. Schultz and Martin Block

Sponsorship activation and social responsibility: How MasterCard and Major League Baseball partner to Stand Up To Cancer pp. 300-311

John A. Fortunato

`The New Strategic Brand Management` by Jean-Noël Kapferer pp. 312-313

Mark Khan

Volume 2, issue 2, 2013

An evolved definition of the term ‘brand’: Why branding has a branding problem pp. 112-120

Casey Jones and Daniel Bonevac

A brand journey to engage today's customers: Prudential Financial pp. 121-127

Anna Papadopoulos and Niharika Shah

Managing a crisis in the era of social communication: How Greater Manchester Police is developing community engagement and communication pp. 128-133

Amanda Coleman

Find the shared interest: A route to community activation and brand building pp. 134-145

David Aaker

The 12-point customer engagement model: New thinking on gathering, monitoring and acting on customer feedback to optimise customer operations pp. 146-154

Ravi Bhalla

Retailing with purpose: How the pursuit of social responsibility can inspire and sustain retail growth and innovation pp. 155-169

Gwen Morrison and Anneliza Humlen

The art of the possible: How data and technology can help a marketer stay true to their brand pp. 170-176

Hannah Mcmullen

A country as a brand: Israel's evolving branding strategy pp. 177-188

Ram Herstein and Ron Berger

Decoding the modern sports fan pp. 189-206

Mike Reisman and Jeff Eccleston

`Generating Trust via Corporate Reputation` by Markus Renner pp. 207-209

David Davidovic

`How Cool Brands Stay Hot` by Joeri Van Den Bergh and Mattias Behrer pp. 210-211

Rod Whitson

`Guru in a Bottle: High Impact Marketing that Gets Results` by Ardi Kolah pp. 212-212

Brent Percival

Volume 2, issue 1, 2013

Editorial pp. 4-5

Daryn Moody

Building stronger brands with sensory driven product design pp. 6-15

Mathieu Turpault, Rob Tannen and Bob Welsh

The heart makes the mouse: Disney's approach to brand loyalty pp. 16-20

Jeff James

Making brands successful: Optimising marketing return on investment pp. 21-27

Jesko Perrey, Dennis Spillecke and Andris Umblijs

Accountability of sustainability pp. 28-39

James R. Gregory

Youth: It's not your audience … it's theirs pp. 40-54

David Tucker

Windows Live: The long, unhappy life of a misunderstood brand pp. 55-62

Joe Tradii

How to use content to grip your audience like a broadcaster pp. 63-75

Kath Hipwell and Michael Reeves

The value of brand trust pp. 76-86

Mark E. Mckinney and Amber Benson

Meaning transfer between events and sponsor brands: Integrating the role of emotions — a new conceptual framework pp. 87-105

Rajdeep Chakraborti and Subhadip Roy