Journal of Brand Strategy Volume 3, Number 4, February 2015

jbs-dsThe power of sustainability to create shared value: Why doing good is good for business
Beatriz Perez, Chief Sustainability Officer, The Coca-Cola Company

Shell’s response and brand management during industry crises
Patricia Singer, Global Brand and Media Partnership Manager, Shell Oil Company

Standing out in a saturated market: Engaging consumers through product placement
Stacy Jones, CEO, Hollywood Branded

Creating flexible global brands in federated organizations: A case study from a global not-for-profit 
Christopher K. Bailey, President and CEO and Ben Knepler, Senior Brand Strategist, Bailey Brand Consulting

Brand building in the digital age: The ongoing battle for customer influence
Lorenzo Bresciani, Managing Director and Mike Ewing, Professor-in Residence, DDB Group Asia Pacific

Reimagining branding for the new B2B digital marketplace
Debra Zahay, Professor of Marketing, Aurora University, Don E. Schultz, President, Agora and Professor of Integrated Marketing Communications, Northwestern University and Archana Kumar, Assistant Professor of Marketing, Montclair State University

Perceived status enhancement, brand involvement and brand loyalty
Chee Piong, Director, Franchise Development, 5-Spice Asian Street Market

Rise from the rough: The growing demand of the brown diamond market
Carly Fink, Founder, Provoke Insights

Comparing the positioning strategies of three Indian car brands
B.S. Bodla, Professor and Chairman and Saloni Pawan Diwan, Assistant Professor, University School of Management, Kurukshetra University

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