Concepedia

Mats Urde

MU

16

Publications

2.9K

Citations

15

H-Index

1994

Active since

Affiliations

Lund University(Current)

University of Bradford

Harvard University

Berlin School of Economics and Law

Harvard University Press

Mats Urde is an author at Lund University specializing in brand strategy, management, and marketing.

Top concepts

BusinessMarketingManagementBrand EquityBrand StrategyBrand ManagementBrand DevelopmentBrand AwarenessBrandingMarketing Strategy

Publications per year

1994–2019

16

Publications

16

Brand Orientation: A Mindset for Building Brands into Strategic Resources

Mats Urde · Journal of Marketing Management · 1999 · 582 citations

Corporate brands with a heritage

Mats Urde, Stephen A. Greyser, John M.T. Balmer · Journal of Brand Management · 2007 · 464 citations

Brand Equity, Heritage Marketing, Corporate Brands +10

Core value‐based corporate brand building

Mats Urde · European Journal of Marketing · 2003 · 447 citations

Value Theory, Brand Strategy, Brand Building Process +20

Brand orientation and market orientation — From alternatives to synergy

Mats Urde, Carsten Baumgarth, Bill Merrilees · Journal of Business Research · 2011 · 325 citations

Marketing, Brand Orientation, Management +6

Brand Orientation – A Strategy for Survival

Mats Urde · Journal of Consumer Marketing · 1994 · 290 citations

Sustainable Competitive Strategy, Digital Marketing, Brand Strategy +18

Rows per page

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