Broadening the scope of brand management

Journal of Brand Management

Volumn 17, Issue 6, 2010, Pages 395-398

  Uncles, Mark D ^a  

^a UNIVERSITY OF NEW SOUTH WALES   (Australia)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 77952256270     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2010.9     Document Type: Review

References (10)

1. Apple and iPad are ranked numbers 1 and 2, respectively, on the Lovemarks Technology list and numbers 4 and 11, respectively, on the Lovemarks Master list (as of 1 March 2010), see http://www .lovemarks.com.
2. Holt , D. B. (2004) How Brands Become Icons: The Principles of Cultural Branding. Harvard, MA: Harvard Business Press.
3. Notably , Ambler , T. and Barrow , S. (1996) The employer brand. Journal of Brand Management 4 (3) : 185-206.
4. Moroko , L. and Uncles , M. D. (2010) Employer brands. In: M.D. Uncles (ed.) Perspectives on Brand Management. Melbourne: TUP , in press.
5. Edwards , M. R. (2010) An integrative review of employ branding and OB theory. Personnel Review 39 (1) : 5-23.
6. For example, Raggio , R. D. and Leone , R. P. (2009) Drivers of brand value, estimation of brand value in practice and use of brand valuation: Introduction to the special issue. Journal of Brand Management 17 (1) : 1-5.
7. For example , George , A. (2006) Brands TM : Interdisciplinary perspectives on trade marks and branding. Journal of Brand Management 13 (3) : 175-177.
8. See Krasnikov , A. Mishra , S. and Orozco , D. (2009) Evaluating the financial impact of branding using trademarks: A framework and empiricalevidence . Journal of Marketing 73 (6) : 154-166.
9. Aaker , D. (2008) Spanning Silos: The New CMO Imperative. Harvard, MA: Harvard Business Press.
10. This echoes sentiments in Aaker, 9 especially Chapter 2, in which the necessity to upgrade the skills of marketing staff is discussed.