Volume 1 (2012-13)

Each volume of Journal of Brand Strategy consists of four quarterly 100-page issues. The articles published in Volume 1 were:

Volume 1 Number 4

  • How Procter & Gamble's 'Secret' deodorant increased market share and profit by revitalizing its brand purpose
    Kevin Hochman, Marketing Director, Procter & Gamble and Kristi Maynor, Vice President, Strategy, MEplusYOU
  • The mythic status brand model: Brain science, mythology and their application to the Gucci brand
    Bruce Tait, Founding Partner, The Tait Subler Companies
  • From good to branded: Redesigning British Gas customers’ bills to deliver a positive brand experience
    Lee Coomber, Creative Director, Lippincott and Jess Poore, Head Of Customer Communications, British Gas
  • The effects of sponsorship activation on the sales of a major soft-drink brand
    Larry DeGaris, President, SRS and Corrie West, Director, Marketing and Communications, USA Shooting
  • Attitudes and behaviors of the over 50s: How to communicate with and market to this group
    Duncan Lewis, Group Marketing and Development Director, Age UK
  • How Direct Response Television can build brand equity and sell products and services
    Irv Brechner, EVP, Corporate Communications, Acquirgy
  • Sponsorship awareness at a New NCAA Division I football stadium: Analyzing athletics donation levels as a measure of fan identification
    Eric Brownlee, Assistant Professor of Sport Management and Marketing, Gannon University, Megan B. Shreffler and Stephen D. Ross, Associate Professor, University of Minnesota
  • The 40+ consumer group: Is the demographic dead?
    Richard Jacobs, Head of Commercial Strategy, GMG Radio
  • The LVMH-Bulgari agreement: What changes in the luxury market lead family companies to join luxury brand groups?
    Jean-Noel Kapferer, Professor, HEC Paris and Olivier Tabatoni, Professor, IAE d'Aix-en-Provence
  • Case study: Branding strategies when targeting the Muslim consumer
    Gulnara Karimova, former Creative Director, Novin Leather


Volume 1 Number 3

  • A unified theory of brand management: How your promise equation can make or break your brand
    Randall S. Rozin, Global Director, Brand Management and Marketing Communications, Dow Corning
  • A new model for assessing the value of social media activity
    Mark Henry, Central Marketing Director and Brian Harte, Head of Customer Engagement & eMarketing, Tourism Ireland
  • Strategies for making brands more dynamic and entrepreneurial
    Julie Cottineau, Founder, BrandTwist; former VP, Brand, Virgin USA
  • How sustainability creates business and brand value
    Nestor Coronado Palma, Director, Sustainability, Philips Consumer Lifestyle and Mirjam Visser, Delft University of Technology
  • Why and how to employ simplicity in brand communications
    Howard Belk, co-CEO and Chief Creative Officer and Brian Rafferty, Global Director of Research Insights, Siegel+Gale
  • Case study: Growing a designer bridal jewellery brand
    Daniel J. Scott, Chief Marketing Officer, Scott Kay
  • The transformation of automotive brands and the triumphs and pitfalls of current positioning
    Brent Percival, Development Officer, Auburn University
  • The IBM Brand System: Interview with Kevin Bishop, VP WW Brand System and IBMer Enablement, IBM
    Angus Jenkinson, CEO, Stellar Global Partnership
  • ‘Rogue’ athlete endorsers: Using social identity theory to assess brand fit
    James Pokrywczynski, Associate Professor, Department of Strategic Communication and David L. Brinker, Marquette University
  • Exploring the challenges facing female athletes as endorsers
    John Antil, Associate Professor of Marketing, Matthew Robinson, Professor, University of Delaware and Rick Burton, Professor, Syracuse University


Volume 1 Number 2

  • Building the company brand: Connecting CSR to the business
    Andy McCormick, VP, Public Affairs, Jeff Beckman, Director, Corporate Communications, Leanna Meiser, Corporate Social Responsibility Manager and Laura Renaud, Hersheys
  • Staking a claim on the dotbrand frontier: A strategic approach to ICANN’s opening up of top-level domains
    Paola Norambuena, Executive Director of Verbal Identity, Interbrand
  • Bridging brands and borders: Trends and tactics to connect global brands with Asian consumers
    Craig Briggs, Managing Director, Asia, Brandimage - Desgrippes & Laga
  • How jersey sponsorship can be an effective marketing tool
    Scott Horowitz, VP, Marketing Partnership Activation, Phoenix Suns
  • Dissecting the anatomy of brands: Improving methodologies for strategic brand-building
    Peter Wilson, Head of Strategy, Cato Partners
  • When should you opt to rebrand?
    Anurag Dugar, Associate Professor of Marketing, NIIT University
  • Sports stars as product endorsers: Agreements and critical terms
    Mary Hutchings Reed, Of Counsel, Marc Trachtenberg and Irene Paik, Winston & Strawn
  • Building city brands through sport events: Theoretical and empirical perspectives
    Hans Westerbeek, Professor of Sport Business, Victoria University and Michael Linley, Managing Director, BrandCapital
  • Investigating endorser personality effects on brand personality: A study of causation and reverse causation
    Subhadip Roy, Assistant Professor, IBS, Hyderabad and Y.L.R. Moorthi, Professor of Marketing, Indian Institute of Management


Volume 1 Number 1 

  • Rediscovering your brand's True North: Articulating brand identity using integrated marketing to compel change in internal culture and consumer communication
    Victoria Lozano, VP, Portfolio Marketing, Crayola
  • The role social media plays in branded ecosystems
    Neil Hudspeth, Chief Digital Officer, Asia Pacific, Leo Burnett
  • Re-imagining retail: Why store innovation is key to a brand’s growth in the ‘new normal’, digitally connected and transparent world
    Chris Aubrey, Director of Commercial Experience, adidas and David Judge, Executive Creative Director, Start JudgeGill
  • Bridging global and local marketing to extract the greatest value from that rare product launch
    Alex Stojanovic, Senior Director, Global Brand Lifecycle Management and Robbert van der Meulen, Head, Global Brand Excellence, Grunenthal
  • The delicate art of re-branding: Retaining equity while creating a fresh face
    Kristin Luck, President, Decipher
  • The rise and rise of athlete brand endorsements
    Tim McGhee, SVP, IMG Consulting
  • Social brand planning
    John Stauffer, Regional Strategy Director, 360 Digital Influence Asia Pacific, Ogilvy Hong Kong
  • Beyond satisfaction: Connecting with customers to maximise business performance
    Gina Pingitore, Chief Research Officer and Herb Williams-Dalgart, Senior Director, Contact Center Practice, J.D. Power & Associates
  • The impact of professional athletes’ use of Twitter on current and potential sponsorship opportunities
    Ann Pegoraro, Director, School of Sports Administration, Laurentian University and Naila Jinnah, Director of Media Relations, Hamilton Bulldogs Hockey Club
  • The potential of own label brands in agricultural markets
    Shaked Gilboa, Lecturer, Dept of Business Administration, Eyal Gamliel, Head, Behavioral Sciences Dept, Ruppin Academic Center, Ram Herstein, Head of MBA Program, Lander Institute, Jerusalem Academic Center