Volume 6 (2017-18)

Each volume of Journal of Brand Strategy consists of four quarterly 100-page issues. The articles published in Volume 6 to date are:

Volume 6 Number 1

  • 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