Volume 4 (2015-16)

Each volume of Journal of Brand Strategy consists of four quarterly 100-page issues. The articles published in Volume 4 were:

Volume 4 Number 4

Editorial
Daryn Moody, Publishing Editor, Journal of Brand Strategy
Comment: An SEO’s perspective on how to manage international teams
Moriah Scoble, Head of SEO, RingCentral
The information economy is dead: What CMOs should do now
Zain Raj, CEO, Shapiro+Raj
Non-verbal communication: The biggest brand-building asset in modern marketing
Daryl Fielding, former Director of Brand Marketing and Communication, Vodafone UK
Activating and driving brand advocacy: Why every brand needs to be talked about
Steve Thomson, Managing Director, Keller Fay UK
Uncovering the elements behind a transformational consumer experience
Mohan Nair, Senior Vice President and Chief Innovation Officer, Cambia Health Solution Inc
The future’s bright, the future’s branded: How branding is the future of the marketing research industry
Lucy Davison, Managing Director, Keen as Mustard Marketing and Paul Buckley, Oral Care Insights Director, GSK
The effective use of licensing in brand strategy
Bill Cross, Senior Vice President for Business Development at Broad Street Licensing Group
Case study: NAMI-NYC Metro
Howard Lenn, Group Creative Director and Melissa Parsey, Former Group Planning Director, J. Walter Thompson New York
Exploring a marketing concept: Does marketing encourage the filling of the ‘empty self’, ie, is marketing purchase therapy?
Don E. Schultz, Professor (Emeritus-in-Service) Integrated Marketing Communications, The Medill School, Northwestern University, Evanston, IL et al
Focus on Better Together: How co-branding can create strong synergies within a global company
Sylvain Charlebois, Professor, the College of Business and Economics at the University of Guelph, Canada et al
Book review: Improving the Performance of Sponsorship
Helen Day, Helen Day Consulting

Volume 4 Number 3: Special Issue on Consumer Branding

People powered brands: How companies can inspire consumer action
Gwen Morrison, co-CEO, The Store, WPP’s Global retail Practice and Anneliza Humlen, President/Founder, SocialVoice
Overcoming the barriers of the assisted living market: Developing successful marketing campaigns to connect with an over-50s audience
Helena King, Head of Affinity, Age UK
Why we don’t think the way we think we think: The theory and application of behavioural economics
Anthony Tasgal, Trainer and Freelance Planner, POV Marketing and Research Consultancy
Noble motives and net results: Micro-insurance in the supply chain — building revenue and customer loyalty while improving community resilience in fast-growing markets
Brandon Mathews, Managing Director, Stonestep
Developing a glocalisation strategy: experiences from Henkel’s product launches in the Middle East and Europe
Svend Hollensen, Associate Professor of International Marketing, University of Southern Denmark and Christian Schimmelpfennig, Director, Executive Education, University of Liechtenstein
21c Museum Hotels: A company breaking branding and product conventions
Martha Reeves, Managing Director, Markets and Management Studies Program, Duke University
Cause-related marketing campaigns: Do consumer perceptions and brand motivations matter?
Beth Myers, Assistant Professor, Georgia Southern University
Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs
Barbara Stöttinger, Associate Professor, Institute for International Marketing Management, WU Vienna, et al
Brand credibility measurement: A new measure for brand equity/brand value: Part 2
Bill Haig, Chairman and CEO, Haig Branding

Volume 4 Number 2

Survival of the fittest: Using social media to thrive in the 21st century
Meg Bear, Group Vice President, Oracle Social Cloud
Maximising results with data-driven financial marketing strategies
Tony Rizzo, General Manager and Creative Director, Marquis
Six key principles for identifying and ensuring success in marketing channels
Heather Oldani, Executive Vice Presdient Corporate Affairs, Edelman
Social media rewired
Jacques Bughin, Senior Partner and Director, McKinsey
Linking brand to business financials: How brand valuation has helped DuPont unlock the value of its portfolio
Joanna Seddon, President, Global Brand Consulting, OgilvyRED
Sustainable sourcing to innovate a private brand
Janice Neitzel, CEO and Principal, Sustainable Solutions Group
Reading between the lines: Uncovering customer insights to deliver exceptional experiences
Gaynor Strachan Chun, CEO, Dr. M.A. Greenstein, Founder, Sarah E. Kornfeld, Executive Producer, Cultural Curator, SM+ART
Building a global brand with corporate e-learning: Challenges, solutions and best practices for international businesses
Kristen Giovanis, CEO, KJ International Resources
Brand credibility measurement: A new measure for brand equity/brand value: Part 1
Bill Haig, PhD, Owner, Haig Branding
Book review: Branded Entertainment: Dealmaking Strategies & Techniques for Industry Professionals by Damaris Valero
Stacy Jones, CEO, Hollywood Branded Inc
Book review: B®and Psychology: Consumer Perceptions, Corporate Reputations by Jonathan Gabay
Mario Nacinovich, Managing Partner and Jennifer Barrett, Director, Axon Communications
Book review: Creating Value, the Theory and Practice of Marketing Semiotics Research by Laura R. Oswald
Randall Rozin, Global Director, Dow Corning

Volume 4 Number 1

How to run a global marketing campaign that meets local needs without damaging the brand
Kevin Freedman, Chairman and Founder, Freedman International
Four ways digital works to build brands and relationships
David Aaker, Vice-Chairman, Prophet and Professor Emeritus, UC Berkeley
Marketing to millennials: Re-imagining the consumer as a partner, not a target audience, to increase engagement
Jeff Fromm, President, Cherryh Butler, Trends/Content Specialist and Chris Dickey, Chief Data Strategy Officer, FutureCast
Executing the brand: Emerging digital brand execution tools and the role of employees in developing on-brand materials
Alexander Jasperse, Marketing and Communications Advisor, Learning Programs Branch, Ontario Region, Canada School of Public Service, Government of Canada
Sponsorship and the Elaboration Likelihood Model: BMW's 2014 Winter Olympic Brand Strategy
John A. Fortunato, Professor, School of Business, Fordham University
Corporate giving at the Shakespeare Theatre Company, Washington, DC: ‘I can no other answer make but thanks, and thanks; and ever thanks’
Noreen Major, Director, Corporate Giving, Shakespeare Theatre Company
Strengthening brand positioning through price transparency in higher education
Alan P. Duesterhaus, Instructor, George Dean Johnson, Jr. College of Business and Economics, University of South Carolina Upstate
Media brands in social network sites: Problems German media companies have faced and lessons they have learned
Ulrike Rohn, Researcher, Institute of Social Studies, University of Tartu and Sabine Baumann, Professor of Media Management and Economics, Institute for Media Management and Journalism, Jade University