Journal of Brand Strategy Volume 3, Number 2, August 2014

Brands as publishers: Using content and paid media to fuel a brand transformation
Barbara Basney, VP, Global Advertising and Media, Xerox

Engaging people in your mission without infringing the brand: Developing a balanced trademark infringement strategy
Abby Reiner, Director, Brand Management, Wounded Warrior Project

Brand journalism:  How to successfully engage with consumers in the age of inclusive individuality
Larry Light, Chief Executive Officer, Arcature

The value of non-profit sponsorship and corporate giving
Brent Percival, Development Officer, Auburn University

How video can be used to engage potential customers and encourage a brand conversation
Michael Litt, CEO, Vidyard

Using nostalgia to improve brand communication strategy: A case study
Aurélie Kessous, Assistant Professor, INSEEC

The point of purchase is wherever the consumer is, so what is the future for shopper marketing?
Simon Hathaway, Global Head of Retail Experience, Cheil

Outsourcing sport sponsorship sales to sport management class: Understanding the benefits and risks
Seungbum Lee, Assistant Professor and Victor Pinheiro, Associate Professor, University of Akron

Attributes of successful university brands in the United States
Alan P. Duesterhaus and Molly Duesterhaus, University South Carolina Upstate

Brand awareness: A community perception of a non-profit organization
Julia Cronin-Gilmore, Assistant Professor, Myra Jo Bates, Assistant Professor, Marketing and Doug Brown, Assistant Professor, College of Business Administration, Bellevue University

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