Journal of Brand Strategy Volume 1 Number 4

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  • jbs300How Procter & Gamble’s ‘Secret’ deodorant increased market share and profit by revitalizing its brand purpose
    Kevin Hochman, Marketing Director, Procter & Gamble and Kristi Maynor, Vice President, Strategy, MEplusYOU
  • The mythic status brand model: Brain science, mythology and their application to the Gucci brand
    Bruce Tait, Founding Partner, The Tait Subler Companies
  • From good to branded: Redesigning British Gas customers’ bills to deliver a positive brand experience
    Lee Coomber, Creative Director, Lippincott and Jess Poore, Head Of Customer Communications, British Gas
  • The effects of sponsorship activation on the sales of a major soft-drink brand
    Larry DeGaris, President, SRS and Corrie West, Director, Marketing and Communications, USA Shooting
  • Attitudes and behaviors of the over 50s: How to communicate with and market to this group
    Duncan Lewis, Group Marketing and Development Director, Age UK
  • How Direct Response Television can build brand equity and sell products and services
    Irv Brechner, EVP, Corporate Communications, Acquirgy
  • Sponsorship awareness at a New NCAA Division I football stadium: Analysing athletics donation levels as a measure of fan identification
    Eric Brownlee, Assistant Professor of Sport Management and Marketing, Gannon University, Megan B. Shreffler and Stephen D. Ross, Associate Professor, University of Minnesota
  • The 40+ consumer group: Is the demographic dead?
    Richard Jacobs, Head of Commercial Strategy, GMG Radio
  • The LVMH-Bulgari agreement: What changes in the luxury market lead family companies to join luxury brand groups?
    Jean-Noel Kapferer, Professor, HEC Paris and Olivier Tabatoni, Professor, IAE d’Aix-en-Provence
  • Case study: Branding strategies when targeting the Muslim consumer
    Gulnara Karimova, former Creative Director, Novin Leather

(OBS! Inga abstracts tillgängliga!)

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