“Journal of Brand Strategy combines the latest information from leading academic thinkers together with best practice insights and expertise from branding professionals. Each article is quality controlled with a disciplined peer-review process to insure the Journal’s brand remains professional, credible and relevant. I look forward to each new edition.”
Volume 6 (2017-18)
Each volume of Journal of Brand Strategy consists of FOUR quarterly 100-page issues, pubilshed in print and online. The articles published in Volume 6 to date are:
Volume 6 Number 4
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Editorial
Daryn Moody, Publishing Editor, Journal of Brand Strategy -
Content marketing at AbbVie
Suzanne Barston, Content Producer, AbbVie’s StoryLab; Javier Boix, Head of US Public Affairs, AbbVie; Elizabeth Hoff, Director of Research and Development (R&D) Content Development, StoryLab; and Rebekah Pajak, Content Producer, StoryLab -
Performance with purpose: The PepsiCo challenge
James R. Gregory, Chairman, Tenet Partners -
Surviving and thriving during the next marketing technology implementation: Best practices for modern marketers
Peg Miller, Senior Director, Growth Marketing, Xactly -
Debunking the ten most common myths SMEs have about branding: Why SMEs need real branding to succeed
Sue Mizera, Co-founder, TorchFish, and 30-year veteran of Young & Rubicam (New York, Geneva); James Risch Co-founder, TorchFish -
Quantum identity and the enhancement of communication
Miguel Á. Bernal-Merino, University of Roehampton -
Uncovering the foundational habits of a customer experience brand
Mohan Nair, Senior Vice President and Chief Innovation Officer, Cambia Health Solutions -
How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies
Jamie Turner, CEO, 60SecondMarketer.com; Reshma Shah Goizueta Business School of Emory University; and Varsha Jain, Professor in Integrated Marketing Communications and the Chair, MICA (India)
Volume 6 Number 3
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Editorial
Robert Tamplin, Journal of Brand Strategy -
Diversity and inclusion is key to Marriott International’s success
Maruiel Perkins-Chavis, Vice President, Workforce Engagement & Global Diversity & Inclusion, Marriott International -
The new way to brand: The mixing pot of art, science and, of course, a crystal ball
Justin Racine, Director of Marketing & eCommerce, Geriatric Medical -
Rebranding John Jay College: Adapting to an evolving higher education market
Alan Siegel, CEO, Siegelvision -
Multichannel brand storytelling
Casey Hall, Social Media Lead for Business Communications, Thomson Reuters -
Tracking website data with Google Tag Manager
Joshua Silverbauer, Co-Founder and CEO, Grue & Bleen -
Factories rust. Brands do not
Uli Veigel, Founder, Uli Veigel Brand Consultancy -
#ThatsGold: Sponsorship activation in the 2016 Rio Summer Olympics
Artemisia Apostolopoulou, Professor, Scott Branvold, Professor, Jacob J. Pearson, Graduate, David P. Synowka, Professor & Head of Department, Department of Sport Management, Robert Morris University -
Branding by the five senses: A sensory branding framework
Bertil Hultén Professor of Marketing, Linnaeus School of Business and Economics, Linnaeus University and Head of Sensory Marketing Research Group -
The power of culture in branding: How the Korean Wave can help global brands thrive in Asia
Naeun Kim, Consumer, Apparel, and Retail Studies Department, Bryan School of Business, University of North Carolina, Greensboro & Lauren Hong, University of North Carolina, Chapel Hill
Volume 6 Number 2
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Editorial
Daryn Moody, Journal of Brand Strategy -
How Charles Schwab re-discovered its challenger mojo
Pete Boland, SVP & Head of Brand, Charles Schwab & Co -
From inside to out: Reinventing a brand globally and locally
Louise Felton, Global Brand Campaigns & Programs, Intel -
Engaging employees using the power of the brand to create an internal transformation strategy: The story of one global Telefónica family
Amanda Clay, Global O2 Head of Brand, Telefónica -
Rebranding today: A process, not a project
Peter Dixon, Chief Creative Officer Hanif Perry, Senior Engagement Manager, Prophet -
Global Account Managers: The Linchpins of GAM Programs
George Yip, Professor of Marketing and Strategy, Imperial College Business School, London and Audrey Bink, Market Intelligence Manager, Delft University of Technology -
Social innovation: An imperative for brands to address systemic social issues
David Blyth, CEO, Yellowwood -
Monetising digital audiences: Turning a marketing cost into a profitable business unit
Andy Wasef, Managing Director, Digital & Consulting Strategy, ESP Properties -
Mobile-forward design: An emerging trend for global brand websites
Ben Sargent, Senior Analyst, Common Sense Advisory -
Digital globalisation enhances local customer experiences
Bruno Herrmann, Globalization Leader for the Nielsen Company
Volume 6 Number 1
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Editorial
Daryn Moody, Journal of Brand Strategy -
Brand vs. portfolio: Using targeted marketing to drive individually relevant brand strategies
Jim Sprigg, Director, Database Marketing & Analytics, InterContinental Hotels Group -
Why be liked when you can be loved?
Jamal Benmiloud, Founder, EARN Studios -
'I am not a brand, I am a wholesaler – The forgotten role of brand in B2B supply chains'
Claudia Bünte, SRH Berlin, Sascha Stürze, Analyx and Oliver Vogler, LEDVANCE -
How fashion brands approach cross-border e-commerce pricing
Reid Wegner, Merchant Development Manager, Rakuten -
Brand purpose: The navigational code for growth
Markus Kramer, Partner, Brand Affairs -
Satisfied: An enduring platform for an enduring bar
Allison Miazga-Bedrick, Mars Chocolate North America and James Miller, BBDO -
Reinforcement and revitalisation of a professional sports-team brand: Case study evidence from Germany’s Football Bundesliga
Thorsten Dum, DHBW -
Killing brands softly – Redux
Don Schultz, Martin Block, Vijay Viswanathan, Northwestern University and Fatih Gecti, Yalova University