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Journal of Brand Strategy
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   Full-text available via subscription Subscription journal
     ISSN (Print) 2045-855X - ISSN (Online) 2045-8568
     Published by Henry Stewart Publications Homepage  [18 journals]
  • Advertising Concept and Copy
    • Abstract: Advertising Concept and Copy
      Content Type Journal Article
      Category Book review
      Pages 94-95

      Authors
      George Felton
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:23 GMT
       
  • Perceptions of a brand sponsoring a sport competitor
    • Abstract: Brands sponsoring a sport competitor reach an audience of fans with varying connections to the competitor. While sponsoring brands benefit the greatest among the fans of the competitor they are also believed to benefit the larger body of fans who follow the sport. Yet such partnerships may also expose a brand to consumers with a strong negative connection to the sponsored property. Findings of an empirical study suggest identification with the competitor is a better predictor of sponsor evaluations than identification with the sport, such that avid fans of the competitor have stronger affective and cognitive perceptions of the sponsor than fans of the sport at large. Among fans with a stigmatised connection with the competitor, evaluations of a sponsor are damaged.
      Content Type Journal Article
      Category Sponsorship research papers
      Pages 80-93

      Authors
      Scott A. Jones
      Christopher D. Hopkins
      Gregory Pickett
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:23 GMT
       
  • The influence of gender on baseball sponsorship activation tactics
    • Abstract: Females account for 46 per cent of the Major League Baseball fan base. This high percentage of female fans has increased revenue for the league, particularly in merchandise sales. This audience remains an under-activated target in terms of sponsorship. This paper analyses the link between gender and sport sponsorship activation. The study isolates female responses to baseball-related promotional tactics and compares those results with the male response. The results of the study show many similarities as well as differences between the genders as they deal with sponsorships. The authors conclude that gender plays an important role in sponsorship activation and that increased focus on the female fan creates a more relevant sponsorship package, which increases the effectiveness of the sponsorship investment.
      Content Type Journal Article
      Category Sponsorship research papers
      Pages 71-79

      Authors
      Mark Dodds
      Larry Degaris
      Dave Perricone
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:23 GMT
       
  • Luxury counterfeit purchasing: The collateral effect of luxury
           brands’ trading down policy
    • Abstract: Counterfeiting constitutes a problem for the luxury industry, one that has arisen in recent years, parallel to the growth of the industry itself. This paper argues that counterfeit purchases stem from a boomerang effect of luxury brands’ ongoing strategy to attract more consumers. To grow in volume, luxury brands offer more accessible and conspicuously branded products. Exclusivity and exceptional quality — the core values of luxury — have been violated by these lower-cost products. The focus has moved from true values — quality of craftsmanship — to superficial ones such as logo conspicuousness. Beyond making good copies easier to produce, this may have increased cynicism among consumers and lessened the moral barriers attached to the purchase of counterfeit products. A study on 966 actual luxury consumers shows indeed that negative ethical judgments about luxury and perception of luxury as being superficial are strong predictors of luxury counterfeit purchasing.
      Content Type Journal Article
      Category Research paper
      Pages 59-70

      Authors
      Jean-Noël Kapferer
      Anne Michaut
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:23 GMT
       
  • What is it worth? The value chasm between brand and influencers
    • Abstract: The concept of sponsored social media is growing in popularity and investment level, as marketers realise that traditional display advertising is dead or dying. The category includes individual influencers as well as mainstream publishers, and features campaigns that are becoming more sophisticated and being executed through a variety of media and platforms. Above all, quality is king for both marketers and influencers and compensation for social media posts is becoming expected, if not required.
      Content Type Journal Article
      Category Practice papers
      Pages 31-40

      Authors
      Ted Murphy
      Ryan Schram
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:21 GMT
       
  • Ten rules for effective branded content: Experience from Skype
    • Abstract: ‘Branded content’ is the phrase du jour. Everyone, from global ad agencies to nascent bloggers, is jumping on the bandwagon. The upside is clear. Creative and strategically placed content can heighten brand awareness, spark consideration, amuse and generate brand love. There is a but, of course. Branded content only works if it is used properly. It is vital to have the right message for the right audience to reach the right goals. This involves a three-step process — strategise, create and amplify. We call it the power of SCA. Implementing SCA, Skype made a strategic decision to change the conversation from tech talk and product updates to user stories that highlight how Skype enables deep emotional connections with friends and loved ones. The brand partnered with Kaplow Communications in order to leverage branded content to amplify that message. By sharing users’ moving stories, consumers learned about the many everyday uses of Skype — and Skype's main business metrics skyrocketed. This paper shares the ten rules of the road to make SCA work.
      Content Type Journal Article
      Category Keynote comments
      Pages 12-17

      Authors
      Shana Pearlman
      Nadina Guglielmetti
      Emily Listfield
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:21 GMT
       
  • The shift from online performance to more holistic brand efficiency
           measurement and the need for standardised online ad formats
    • Abstract: Reviewing the current developments in the online advertising market, this paper first provides an overview of the current methods for measuring online brand advertising campaigns. It highlights that the goal of online brand advertising is to focus on getting a brand-oriented message to potential customers, for which targeting specialists provide several future-proof products, such as programmatic and real-time advertising solutions. To determine their efficiency, several holistic measurement methods have been established, which this paper outlines. It will argue that these methods are more relevant than dominant online performance metrics such as the click-through rate. Secondly, the paper argues that a set of unified branding standards is indispensable for the further establishment of online brand advertising. While a first step towards such a set of standards has been made with the establishment of IAB Europe's Brand Advertising Committee, this paper outlines in detail the tasks that lie ahead in its endeavours towards a unified and universally acknowledged standard framework for brand advertising across digital platforms.
      Content Type Journal Article
      Category Practice papers
      Pages 21-30

      Authors
      Karim H. Attia
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:21 GMT
       
  • Business-to-business event sponsorship: Generating value through strategy
           and metrics
    • Abstract: Corporate sponsorships of public events—especially sporting events—are nothing new. But in 2010, when Alltech set out to sponsor the World Equestrian Games, it did so through a lens which evaluated the impact of their sponsorship very differently. Although history of corporate sponsorships has shown that it is very difficult to extract meaningful data that can be analysed to determine the return on investment, Alltech was able to accomplish just that. Now, as the company approaches the 2014 World Equestrian Games in Normandy, France, they will again capture data for use in measuring the benefits of this continued sponsorship. This time, however, the aim is to measure direct connections between the company and its end-line clients: farmers. A variety of contact points are planned for the 2014 Games, including experiential marketing on-site and a high-quality advertising campaign. Additionally, there will be a unique campaign to celebrate “unsung heroes” farmers and owners through a social media campaign, intended to build awareness and engagement. Further metrics are tightly focused on relationship development and maximizing the location benefits of the Games. Alltech will apply insights gained from five main lessons learned through the first Games experience, which are discussed in the following article.
      Content Type Journal Article
      Category Practice papers
      Pages 51-58

      Authors
      Kate Phillips Connolly
      Aidan Connolly
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:21 GMT
       
  • Does sports marketing work? How is it measured?
    • Abstract: This paper uses real-world examples of businesses using hospitality and events to engage with clients, and to further the burgeoning culture of reciprocity in order to ensure a continuing business relationship. All companies measure the effectiveness of sports marketing differently, and this paper explores different ways the effectiveness of sports marketing can be measured. How does synergy between brands and companies affect consumers’ interaction with those brands and companies, and how can this be accurately measured? Moreover, how much can a sponsor require companies’ to deliver metrics about how interaction between brands and business influences the effectiveness of sports marketing?
      Content Type Journal Article
      Category Practice papers
      Pages 41-50

      Authors
      Scott Horowitz
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:21 GMT
       
  • Digital transformation at Nestlé: Playing to win
    • Abstract: How does the largest food company in the world transform to become the leader in leveraging digital and social media to build brands and delight consumers? It is not as easy as instructing brands and markets to simply embrace digital. Each day, Nestlé is producing 1,500 pieces of original content, collaborating on an internal social platform with over 200,000 employees across the globe, and selling 1.2 billion products, many of which are digitally linked. This paper discusses how, through simple concepts of remembering the fundamentals, externally focusing on innovation and fostering rapid scaling and collaboration, Nestlé leverages digital to more effectively build brands that connect with consumers.
      Content Type Journal Article
      Category Keynote comments
      Pages 6-11

      Authors
      Pete Blackshaw
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:21 GMT
       
  • Collaboration is the number one strategy for reaching ‘bottom of the
           pyramid’ customer segments in emerging global markets
    • Abstract: At a time when globalisation has become a buzzword for brand owners looking for expansion across a wide range of markets, the center of gravity for these brands has begun to shift. Today, global brands need to collaborate with established local providers in order to achieve their market aspirations. Brand owners must now pursue strategies that are based not on disruption but rather collaboration and not assume that sales and marketing strategies that are tried and tested in other markets will necessarily be received in the same way, particularly when reaching large numbers of so-called ‘bottom of the pyramid’ customer segments in developing markets.
      Content Type Journal Article
      Category Opinion piece
      Pages 18-20

      Authors
      Ardi Kolah
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:21 GMT
       
  • Editorial
    • Abstract: Editorial
      Content Type Journal Article
      Category Editorial
      Pages 4-5

      Authors
      Daryn Moody
      Journal Journal of Brand Strategy
      Online ISSN 2045-8568
      Print ISSN 2045-855X
      Journal Volume Volume 3
      Journal Issue Volume 3, Number 1 / SUMMER 2014
      PubDate: Wed, 21 May 2014 14:14:21 GMT
       
  • 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
       
 
 
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