Journal of Brand Strategy Volume 1 Number 4

• How 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!)