Journal of Brand Strategy

2012 - 2025

From Henry Stewart Publications
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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

Volume 1, issue 4, 2012

Editorial pp. 316-317

Daryn Moody

From good to branded: Using immersive design to deliver a positive brand experience for British Gas pp. 318-326

Lee Coomber and Jess Poore

Integrating your brand purpose: How Procter & Gamble's Secret deodorant increased market share and profit through its brand purpose pp. 327-332

Kevin Hochman and Kristi Maynor

Branding and advertising in an Islamic context: Representing the forbidden pp. 333-343

Gulnara Z. Karimova

Older by age, younger by mindset: The attitudes and behaviours of the over 50s and how to communicate with and market to this group pp. 344-348

Duncan Lewis

Is the demographic dead? pp. 349-360

Richard Jacobs and Jeni Whittaker

How direct response television (DRTV) builds brand equity and sells products and services pp. 361-376

Irv Brechner

The Mythic Status Brand Model: Blending brain science and mythology to create a new brand strategy tool pp. 377-388

Bruce Tait

The LVMH–Bulgari agreement: Changes in the luxury market that lead family companies to sell up pp. 389-402

Jean-Noël Kapferer and Olivier Tabatoni

The effects of sponsorship activation on the sales of a major soft drink brand pp. 403-412

Larry Degaris and Corrie West

Sponsorship awareness at a new NCAA division I football stadium: An analysis of donation level as a measure of fan identification pp. 413-423

Eric A. Brownlee, Megan B. Shreffler and Stephen D. Ross

Volume 1, issue 3, 2012

Why agency compensation is broken: And what core issues are being ignored pp. 212-216

Steve Blamer

Sustainability creates business and brand value pp. 217-222

Nestor Coronado Palma and Mirjam Visser

The IBM Brand System: An interview with Kevin Bishop pp. 223-233

Angus Jenkinson and Kevin Bishop

A new model for assessing the value of social media activity pp. 234-239

Mark Henry and Brian Harte

Six success strategies for building a stronger brand pp. 240-246

Julie Cottineau

Brand promises and a practitioner's unified theory of brand management pp. 247-253

Randall Rozin

Simple is smart and other lessons from the Global Brand Simplicity Index pp. 254-261

Howard Belk and Brian Rafferty

The transformation of automotive brands and the triumphs and pitfalls of current positioning pp. 262-267

Brent Percival

Every day for the rest of your life: Bringing a new metal to the bridal jewellery market pp. 268-278

Daniel J. Scott

‘Rogue’ athlete endorsers: Using social identity theory to assess brand fit pp. 279-291

James Pokrywczynski and David L. Brinker Jr.

Exploring the challenges facing female athletes as endorsers pp. 292-307

John H. Antil, Rick Burton and Matthew J. Robinson

`Creative Genius` by Randall S. Rozin pp. 308-309

Randall S. Rozin

`Brandwashed` by Brent Percival pp. 310-311

Brent Percival

Volume 1, issue 2, 2012

Editorial pp. 104-105

Daryn Moody

Building the company brand: Connecting CSR to the business pp. 106-117

Andy Mccormick

Staking a claim on the dotbrand frontier: A brand perspective pp. 118-125

Paola Norambuena

Bridging brands and borders: Trends and tactics to connect global brands with Asian consumers pp. 126-130

Craig Briggs

Dissecting the anatomy of brands: Improving methodologies for strategic brand-building pp. 131-148

Peter Wilson

Rebranding: Yes or no? pp. 149-163

Anurag Dugar

Investigating endorser personality effects on brand personality: Causation and reverse causation in India pp. 164-179

Subhadip Roy and Y. L. R. Moorthi

How jersey sponsorship can be an effective marketing tool pp. 180-184

Scott Horowitz

Sports stars as product endorsers: Agreements and critical terms pp. 185-192

Mary Hutchings Reed, Marc Trachtenberg and Irene Paik

Building city brands through sport events: Theoretical and empirical perspectives pp. 193-205

Hans Westerbeek and Michael Linley

Volume 1, issue 1, 2012

Editorial pp. 4-5

Daryn Moody

Rediscovering your brand's True North: How Crayola articulates its brand identity to compel change in internal culture and consumer communication pp. 6-14

Victoria Lozano

If you launch it, they will come: Bridging global and local marketing to extract the greatest value from that rare product launch pp. 15-24

Alex Stojanovic and Robbert Van Der Meulen

Building a brand socially pp. 25-30

Neil Hudspeth

Re-imagine retail: Why store innovation is key to a brand's growth in the ‘new normal’, digitally-connected and transparent world pp. 31-39

Chris Aubrey and David Judge

Social Brand Planning pp. 40-49

John Stauffer

The delicate art of rebranding: Retaining equity while creating a fresh face pp. 50-56

Kristin Luck

Beyond satisfaction: Connecting with customers to maximise business performance pp. 57-68

Gina Pingitore and Herb Williams-Dalgart

The potential of private labels in agricultural markets: An exploratory study pp. 69-78

Shaked Gilboa, Ram Herstein and Eyal Gamliel

The rise and rise of athlete brand endorsements pp. 79-84

Tim Mcghee

Tweet 'em and reap 'em: The impact of professional athletes' use of Twitter on current and potential sponsorship opportunities pp. 85-97

Ann Pegoraro and Naila Jinnah