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Journal of Brand Strategy
   [7 followers]  Follow    
   Full-text available via subscription Subscription journal
     ISSN (Print) 2045-855X - ISSN (Online) 2045-8568
     Published by Henry Stewart Publications Homepage  [18 journals]
  • Designing Brand Identity: An Essential Guide for the Whole Branding Team
    • Abstract: Designing Brand Identity: An Essential Guide for the Whole Branding Team
      Content Type Journal Article
      Category Book review
      Pages 416-417

      Authors
      Alina Wheeler
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 4 / WINTER 2014
      PubDate: Mon, 17 Mar 2014 13:07:05 GMT
       
  • Strategic management of the brand in the world of sport
    • Abstract: This paper analyses the strategic management of the brand in the world of sport business. In this vein, how globalisation affects the sport industry is discussed, before looking at the importance of brand and branding in sport. The strategies of sport organisations, and of sport teams in particular, are also detailed alongside some threats to the brand. This research highlights five lessons. First, a sport brand starts with a competitive product on the field, which gives hope to fans. Secondly, in order not to dilute the brand, a balance should be found between the core product and the auxiliary features of the sport product. Thirdly, the more fans are involved, the more they feel connected to their favourite team, to the point of internalising it and becoming ‘fan-actors’. Fourthly, with the globalisation of sport, new opportunities arise for Western organisations looking to get an edge over their competitors by growing their brand beyond their borders. Finally, the globalisation of sport also opens up new opportunities for emerging countries; these new actors redefine the ecosystem of sport business.
      Content Type Journal Article
      Category Research papers
      Pages 403-415

      Authors
      André Richelieu
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 4 / WINTER 2014
      PubDate: Mon, 17 Mar 2014 13:07:05 GMT
       
  • Five typical city branding mistakes: Why cities tend to fail in
           implementation of rebranding strategies
    • Abstract: City branding has become a widespread phenomenon throughout the world and relevant agencies such as municipalities, local government, media and commercial firms spend large sums of money and vast efforts in order to brand or rebrand cities. Despite these efforts, it appears that many city branding campaigns have not met their objectives. This conclusion resulted from studies of the branding/rebranding campaigns in ten Israeli and several US and European cities. Residents of these cities were questioned about their opinions of the branding campaigns. This was followed by an examination of the branding processes that were undertaken by the sampled city management. Protocols of meetings held to plan the campaigns were examined, followed by in-depth interviews of main decision makers. Five categories of mistakes were identified and analysed. As a result, suggestions are made as to how to avoid such mistakes in the future.
      Content Type Journal Article
      Category Research papers
      Pages 392-402

      Authors
      Ram Herstein
      Ron Berger
      Eugene D. Jaffe
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 4 / WINTER 2014
      PubDate: Mon, 17 Mar 2014 13:07:05 GMT
       
  • Third and long: Building a sport club brand following a franchise failure
    • Abstract: This research explores what happens when a new sport franchise is granted in a city that has experienced previous franchise failure within the same professional sport league and, in particular, the impact on building the new brand. Through qualitative research with the main stakeholders of the new franchise, this research determines that, while history is an important component to embrace, a new, revised approach that balances both history and a more contemporary sport platform are thought to be significant ingredients towards establishing consumer interest and loyalty within the local marketplace. The findings point to the importance of maintaining semblance to that of colour and star athletes, while demonstrating the impact that a new stadium can have on fan interest.
      Content Type Journal Article
      Category Research papers
      Pages 379-391

      Authors
      Elise Desjardins
      Eric Macintosh
      Norm O'Reilly
      Benoit Seguin
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 4 / WINTER 2014
      PubDate: Mon, 17 Mar 2014 13:07:05 GMT
       
  • Celebrity endorsements: Exploring the processes for finding the right
           celebrity to endorse a brand
    • Abstract: Celebrity endorsements are a popular business-to-consumer promotion strategy in the UK as well as internationally. This is with good reason: they provide a very emotional approach to product promotion. The rational explanation for the increasing use of the famous in marketing campaigns is simple. Endorsements are a promising means to counter limitations of conventional product differentiation. The process that companies pursue until an endorsement deal is signed may be emotional or rational. In this paper, the authors shed some light on endorser selection from a brand perspective and look into how brands arrive at being represented by a celebrity, the stakeholders that are involved in the process and whether the decision-making process is objective or intuitive. Real-life case studies depicting how Lindt and Roger Federer as well as OMV BP and Hansi Hinterseer teamed up are presented for illustration.
      Content Type Journal Article
      Category Research papers
      Pages 366-378

      Authors
      Christian Schimmelpfennig
      Svend Hollensen
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 4 / WINTER 2014
      PubDate: Mon, 17 Mar 2014 13:07:04 GMT
       
  • Beyond jingles and needle drops: What every brand needs to know about
           audio branding's power to persuade
    • Abstract: Two major trends make it urgent to manage the audio component of a brand: the explosion of touch points and the fact that all new touch points are audio-enabled. Today, brands must strive to be as meaningful in their audio expression as they are in their visual one. Brands that want to stand out must create a distinctive audio DNA that expresses their values and then express their sound coherently across contact points. If there are graphic standards, there should be audio standards, if there is a visual style guide, there should also be an audio style guide.
      Content Type Journal Article
      Category Practitioners’ articles
      Pages 347-354

      Authors
      Colleen Fahey
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 4 / WINTER 2014
      PubDate: Mon, 17 Mar 2014 13:07:04 GMT
       
  • Brand success in an era of digital Darwinism
    • Abstract: Although the internet has been in existence for over 20 years, there is still little known about how digitisation affects the brand choices made by customers. This paper reports on analysis of more than 20,000 purchase journeys by European customers, to demonstrate how customer behaviours during the purchase process are increasingly becoming digital and how those digital touch points, from searching online to leveraging fans’ comments on brands to browsing a company's website, lead to brand selection and branded word of mouth in favour of digital savvy brands. The results confirm what some have suspected, but the paper highlights that these results are relatively strong across all sectors; indeed in some cases (eg in high tech), the effect is disproportionate, leading to an increased concentration of brand sales and brand equity for digital savvy brands. The paper sets out six actions for companies to engage better in this digital Darwinism.
      Content Type Journal Article
      Category Practitioners’ articles
      Pages 355-365

      Authors
      Jacques Bughin
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 4 / WINTER 2014
      PubDate: Mon, 17 Mar 2014 13:07:04 GMT
       
  • From brand positioning to ad positioning: Using ‘mental
           referencing’ to capture meaningful mind-space for communications
    • Abstract: Positioning is all about creating impressions of a brand in the mind of the consumer – the same ends that advertising seeks to achieve. Until now, the applications of positioning theory have largely been limited to crafting brand strategies. This is because there is no formal model that can stipulate how the principles of positioning should be applied to the creative process with the aim of creating memorable and persuasive communications. This paper seeks to address this issue by outlining a concept called ad positioning – one that can be used specifically for positioning advertisements in the minds of the audience using the process of ‘mental referencing’.  After defining the concept, a step-by-step process on how to use ad positioning for designing communications is described, along with the expected benefits of utilising an integrated positioning framework in brand management. Throughout the paper, examples of existing advertisements are used to demonstrate how mental referencing is practically utilised.  A conclusion is then drawn that shows that a number of effective advertisements that have withstood the test of time can be strongly linked to the technique of mental referencing – thus showing the potential advantages of using the ad positioning technique.
      Content Type Journal Article
      Category Practitioners’ articles
      Pages 336-346

      Authors
      Imran Aziz
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 4 / WINTER 2014
      PubDate: Mon, 17 Mar 2014 13:07:04 GMT
       
  • Lincoln Financial Group's innovative inside-out brand campaign launch pays
           huge dividends
    • Abstract: In 2011, Lincoln Financial Group was preparing to launch a new brand campaign. Despite the ongoing level of distrust consumers had following the global financial crisis of 2008, Lincoln viewed the new campaign as an opportunity to build a brand that would not only increase awareness and engagement externally, but also connect and celebrate internally. Following an intensive research process, the You're in Charge® message and Chief Life Officer® campaign were born. With a long-term focus on delivering a differentiated brand experience in the marketplace, Lincoln broke from the traditional campaign launch mould by debuting the campaign first to employees — one week before its launch to consumers. Proprietary quantitative and qualitative research has showed that the inside-out approach worked. In fact, the You're In Charge® campaign continues to empower consumers and employees alike, creating greater engagement and closer connection to the company.
      Content Type Journal Article
      Category Case studies
      Pages 328-335

      Authors
      Lisa Buckingham
      Jamie Depeau
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 4 / WINTER 2014
      PubDate: Mon, 17 Mar 2014 13:07:04 GMT
       
  • The KidZania story: Great data, rich experience and customer loyalty
    • Abstract: Great data do not equal great experience. But great data, plus a rich experience, can create customer satisfaction that leads to long-term loyalty for a cultivated subset of engaged customers.
      Content Type Journal Article
      Category Case studies
      Pages 322-327

      Authors
      Sarah Marsh
      Margy Bloom
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 4 / WINTER 2014
      PubDate: Mon, 17 Mar 2014 13:07:04 GMT
       
  • Editorial
    • Abstract: Editorial
      Content Type Journal Article
      Category Editorial
      Pages 320-321

      Authors
      Daryn Moody
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 4 / WINTER 2014
      PubDate: Mon, 17 Mar 2014 13:07:03 GMT
       
  • The New Strategic Brand Management
    • Abstract: The New Strategic Brand Management
      Content Type Journal Article
      Category Book review
      Pages 312-313

      Authors
      Jean-Noël Kapferer
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 3 / AUTUMN 2013
      PubDate: Tue, 21 Jan 2014 16:02:55 GMT
       
  • Sponsorship activation and social responsibility: How MasterCard and Major
           League Baseball partner to Stand Up To Cancer
    • Abstract: Researchers are clear in their assessment that sponsors benefit by investing in activation programmes that achieve brand goals. Researchers are also clear in their articulation of the potential benefits for companies engaging in social responsibility initiatives. Therefore, it would seem that having a sponsorship activation with a sports property including a social responsibility component would serve as an ideal promotional communication opportunity. One example of a sponsorship activation programme with a social responsibility component is that of MasterCard and Major League Baseball partnering to raise money for the ‘Stand Up To Cancer’ charity. In 2011 and 2012, through its ‘Eat, Drink, and Be Generous’ and ‘Dine and Be Generous’ campaigns, MasterCard donated more than US$8m to Stand Up To Cancer. In activating its sponsorship, MasterCard uses the popular assets of Major League Baseball that attract significant audiences, such as the All-Star Game, World Series, and major league players, to communicate awareness and execute its campaign better.
      Content Type Journal Article
      Category Sponsorship practice paper
      Pages 300-311

      Authors
      John A. Fortunato
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 3 / AUTUMN 2013
      PubDate: Tue, 21 Jan 2014 16:02:54 GMT
       
  • Killing brands … softly
    • Abstract: Based on ten years of US consumer responses to a commercial online questionnaire (over 1 million individual responses), challenges are raised about how manufacturer product brands can be built and supported in an interactive marketplace. It was found that increases in consumer use of social media are strongly correlated with declines in consumer brand preference and the rise of a stated consumer choice of no brand preference over the period. Evidence of these findings is presented and recommendations are made for new forms of manufacturer product brand development and support. A brand research agenda for the interactive marketplace is also provided.
      Content Type Journal Article
      Category Research paper
      Pages 284-299

      Authors
      Don E. Schultz
      Martin Block
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 3 / AUTUMN 2013
      PubDate: Tue, 21 Jan 2014 16:02:53 GMT
       
  • Rupert Sheldrake and the brand field: An edited conversation with Angus
           Jenkinson
    • Abstract: This paper consists of an edited conversation between Rupert Sheldrake and Angus Jenkinson in London on 12th November, 2012
      Content Type Journal Article
      Category Interview
      Pages 270-283

      Authors
      Rupert Sheldrake
      Angus Jenkinson
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 3 / AUTUMN 2013
      PubDate: Tue, 21 Jan 2014 16:02:52 GMT
       
  • A new model for brand leadership and loyalty
    • Abstract: Brand citizenship is a new, emerging model for marketing and brand development. Sitting at the intersection of brand leadership, loyalty and ethical business practices, it emphasises equally quality product and service delivery, fair value for pricing, and connecting people to larger communities and something more meaningful than themselves. Conveying the learning from Onesixtyfourth's multi-methodology CultureQ research, this paper details the attributes that define brand leadership, loyalty and good corporate citizenship. It demonstrates that a deep faithfulness comes to brands that integrate themselves into consumers’ routines, make daily life easer and more productive, help people achieve their goals and enrich everyday living. It further illustrates how brand citizenship acts as a unifying principle for marketing, communications, product development and corporate social responsibility (CSR) initiatives. Introducing a 360-degree orientation for implementation that includes organisation, product, experience and service, along with examples, the paper ultimately demonstrates how brand citizenship creates a shared sense of responsibility between a corporation, its various stakeholders and consumers. In democratising CSR activities, brand citizenship strengthens reputation, enhances brand equity and increases the return on investment on CSR activities.
      Content Type Journal Article
      Category Practitioners' articles
      Pages 259-269

      Authors
      Anne Bahr Thompson
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 3 / AUTUMN 2013
      PubDate: Tue, 21 Jan 2014 16:02:51 GMT
       
  • Aligning a company's people strategy with its business strategy and brand
           strategy
    • Abstract: Every company, no matter how big or small, faces challenges in earning customers, increasing profits and building value. This paper shares findings of a paradigm in aligning a company's brand and people at every step toward success, while showing how to demonstrate a clear, consistent synergistic level of commitment to brand-building and people-building. The Holland Helix model interweaves the three essential elements for increasing profits — business, brand and people — in an integrated approach to operationalise a brand in order to build its value. This highly strategic model incorporates a methodology and process to grow systematically nearly any business; it helps in overcoming challenges — regardless of the company's size. Brand development is a strategic initiative, aligning business and brand strategies to communicate a unique and compelling distinction. The key element, which is too often missing, is a people strategy. With that in mind, every touch point — any time someone comes in contact with a business, whether internal or external — is examined.
      Content Type Journal Article
      Category Practitioners' articles
      Pages 245-258

      Authors
      Jennifer Holland
      Jackie Weathers
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 3 / AUTUMN 2013
      PubDate: Tue, 21 Jan 2014 16:02:51 GMT
       
  • How organisations manage global brands in an increasingly local world
    • Abstract: How organisations manage global brands in an increasingly local world is a very current C-suite topic. For an increasing number of situations, matrix management is a global marketing fact of life. Is the responsibility for results global or local? The new imperative will shift from a two-stage model of global to local hand-off to a three-stage shared responsibility model. The Collaborative Three-Box Model is the best approach for today's global marketing.
      Content Type Journal Article
      Category Practitioners' articles
      Pages 228-235

      Authors
      Larry Light
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 3 / AUTUMN 2013
      PubDate: Tue, 21 Jan 2014 16:02:49 GMT
       
  • Being ‘Brave’: How Shire Pharmaceuticals nurtured its unique
           culture from a simple brand idea
    • Abstract: ‘Uniting employees and building a culture to create a distinctive brand positioning and focusing company talent on an agenda for growth’. These were the goals of a wide-reaching communications and brand strategy driven by global biopharmaceutical company, Shire. The initiative is one element that has contributed to the company's rapid growth over the past several years. It enabled the organisation to integrate acquisitions effectively, galvanise employees around a patient-centred philosophy and ensure it focused clearly on developing the right treatments for patients’ unmet needs. It has also created a solid foundation for the business to adapt and build on in the future as it emerges as one of the standout companies in the pharmaceutical industry. Beginning as an exercise to describe the core ethos and differentiating DNA of Shire, the programme was rapidly adopted by employees throughout the company. This paper describes the journey that was taken, the elements that were considered, and some of the hurdles that were overcome. It is an account of how a brand becomes a culture and how the external promise within a brand proposition can truly live up to the internal reality.
      Content Type Journal Article
      Category Practitioners' articles
      Pages 236-244

      Authors
      Jessica Mann
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 3 / AUTUMN 2013
      PubDate: Tue, 21 Jan 2014 16:02:49 GMT
       
  • Rallying the troops: Crisis communication and reputation management in
           financial services
    • Abstract: Motivated, engaged and trusted employees can help a company get over most crises, but achieving an engaged workforce is not always straightforward. Employees are a company's best ambassadors, and having them all pulling in the same direction is the first essential of reputation management. But whether it is a lack of contingency planning, crossed wires between internal communications, PR and HR, or just plain panic, the truth is that employees are too often overlooked at the very moments they are most needed. Often, there is a total disconnect between those at the top and those at the bottom of an organisation, putting a huge amount of responsibility on middle management. Critically, how do we get the middle layer to work effectively and be the glue that holds an organisation together, rather than the vacuum that can cause it to collapse?
      Content Type Journal Article
      Category Comment
      Pages 222-227

      Authors
      Paul Riddell
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 2
      Journal Issue Volume 2, Number 3 / AUTUMN 2013
      PubDate: Tue, 21 Jan 2014 16:02:47 GMT
       
 
 
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