Concepedia

Brand Strategy

Brand Strategy is a strategic planning framework within the domain of marketing strategy that specifies how a brand is to be developed, positioned, and differentiated over time to achieve long-term competitive advantage and brand equity in alignment with organizational objectives.

2.7K

Publications

237.1K

Citations

4.6K

Authors

1.7K

Institutions

Publications per year

2017–2026

770

Parents

Children

Publications

2.7K

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations

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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 7.8K citations

, , +14

An Examination of Selected Marketing Mix Elements and Brand Equity

Bong-Goo Yoo, Naveen Donthu, Sungho Lee · Journal of the Academy of Marketing Science · 2000 · 3.3K citations

, , +14

Strategic Brand Management: Building, Measuring, and Managing Brand Equity.

Journal of Consumer Marketing · 2000 · 3.3K citations

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Managing Brand Equity: Capitalizing on the Value of a Brand Name

Daniel C. Smith, David A. Aaker · Journal of Marketing · 1992 · 2.5K citations

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1–5 of 2.7K

Authors

4.6K

  1. LD
    Leslie de Chernatony

    University of Birmingham, United Kingdom

    40 publications · 6.2K citations

    32

    h-index

  2. KL
    Kevin Lane Keller

    Dartmouth College, United States

    26 publications · 26.9K citations

    24

    h-index

  3. BM
    Bill Merrilees

    Griffith University, Australia

    19 publications · 2.4K citations

    18

    h-index

  4. DA
    David A. Aaker

    University of California, Berkeley, United States

    17 publications · 6.4K citations

    16

    h-index

  5. JM
    John M.T. Balmer

    Brunel University of London, United Kingdom

    17 publications · 1.9K citations

    14

    h-index

1–5 of 4.6K

Institutions

1.7K

  1. Griffith University

    Brisbane, Australia

    29 h-index

    65 publications

    6K citations

  2. University of Birmingham

    Birmingham, United Kingdom

    27 h-index

    35 publications

    5.2K citations

  3. Monash University

    Melbourne, Australia

    26 h-index

    37 publications

    3.2K citations

  4. Copenhagen Business School

    Copenhagen, Denmark

    22 h-index

    34 publications

    2.7K citations

  5. Dartmouth College

    Hanover, United States

    21 h-index

    28 publications

    10.1K citations

  6. Brunel University of London

    London, United Kingdom

    19 h-index

    30 publications

    1.9K citations

  7. University of North Texas

    Denton, United States

    18 h-index

    30 publications

    2K citations

  8. Lund University

    Lund, Sweden

    17 h-index

    24 publications

    2.2K citations

1–8 of 1.7K

Venues

  1. Journal of Product & Brand Management

    173 publications · 15.1K citations

    68

    h-index

  2. Journal of Brand Management

    205 publications · 16K citations

    62

    h-index

  3. Journal of Business Research

    JBR · 87 publications · 9.7K citations

    53

    h-index

  4. European Journal of Marketing

    EJM · 73 publications · 9.9K citations

    44

    h-index

  5. Journal of Marketing Management

    MM · 64 publications · 6.5K citations

    38

    h-index

1–5