Journal of Brand Strategy Volume 4, Number 1, May 2015

jbs-dsHow to run a global marketing campaign that meets local needs without damaging the brand
Kevin Freedman, Chairman and Founder, Freedman International

Four ways digital works to build brands and relationships
David Aaker, Vice-Chairman, Prophet and Professor Emeritus, UC Berkeley

Marketing to millennials: Re-imagining the consumer as a partner, not a target audience, to increase engagement
Jeff Fromm, President, Cherryh Butler, Trends/Content Specialist and Chris Dickey, Chief Data Strategy Officer, FutureCast

Executing the brand: Emerging digital brand execution tools and the role of employees in developing on-brand materials
Alexander Jasperse, Marketing and Communications Advisor, Learning Programs Branch, Ontario Region, Canada School of Public Service, Government of Canada

Sponsorship and the Elaboration Likelihood Model: BMW’s 2014 Winter Olympic Brand Strategy
John A. Fortunato, Professor, School of Business, Fordham University

Corporate giving at the Shakespeare Theatre Company, Washington, DC: ‘I can no other answer make but thanks, and thanks; and ever thanks’
Noreen Major, Director, Corporate Giving, Shakespeare Theatre Company

Strengthening brand positioning through price transparency in higher education
Alan P. Duesterhaus, Instructor, George Dean Johnson, Jr. College of Business and Economics, University of South Carolina Upstate

Media brands in social network sites: Problems German media companies have faced and lessons they have learned
Ulrike Rohn, Researcher, Institute of Social Studies, University of Tartu and Sabine Baumann, Professor of Media Management and Economics, Institute for Media Management and Journalism, Jade University

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