Journal of Brand Strategy

Journal of Brand Strategy is the world's leading professional and research journal publishing in-depth, peer-reviewed articles and case studies on all aspects of brands.

Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

Articles address key topics including:

  • Brand strategy
  • Customer engagement
  • Brand positioning
  • Brand architecture and portfolio management
  • Brand assessment
  • Measuring brand equity and value
  • Branding and social media
  • Brand design
  • Naming
  • Branding and new product development
  • Identifying opportunities for brand and marketing-driven growth
  • Branding communications
  • Brand re-launches and revitalisation
  • Branding and employee engagement
  • Reputation and crisis management
  • Brand law and regulation
  • Brand licensing

Rather than publishing advertising or the ‘bite-sized’ articles all too common on the internet, Journal of Brand Strategy seeks to focus on the key issues facing branding in today’s economic climate, convening the industry around its core concerns by enabling high quality dialogue between leading brand owners, branding and marketing agencies, consultants, service providers and academics.

Essential reading for Senior Management, Heads of Branding, Heads of Marketing, Marketing Directors, Brand Managers and Marketing Managers, as well as SVPs, EVPs, VPs, Departmental Heads, Directors and Senior Managers in:

  • Brand strategy and management
  • Marketing
  • PR and corporate communications
  • Digital marketing, online marketing and social media
  • Product development and management
  • Creative services
  • Sponsorship
  • Advertising
  • Business development
  • Sales
  • Marketing and brand consulting
  • Research
  • Intellectual property law

Based at:

  • Brand owners
  • Marketing and brand consultants
  • Designers
  • Advertising agencies
  • Market and consumer research bodies
  • Universities and business schools
  • Service providers
  • Advertising media


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Journal of Brand Strategy is listed in a number of databases and indexes including:

- Cabells

- EBSCO (various)

- Ex Libris, Primo

- Scopus (Elsevier)

- Summon

- WorldCat