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 2

  • Editorial
    Daryn Moody, Journal of Brand Strategy
  • Re-invigorating the Schwab brand and business: 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, Group Managing Director, Yellowwood
  • Monetizing 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

  • 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