Journal of Brand Management 

About: Journal of Brand Management is an academic journal published by Palgrave Macmillan. The journal publishes majorly in the area(s): Brand management & Brand equity. It has an ISSN identifier of 1350-231X. Over the lifetime, 1227 publications have been published receiving 60667 citations.

Country as brand, product, and beyond: A place marketing and brand management perspective

Abstract: This paper examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists. It assesses the role of strategic marketing management in promoting the country's image, attractiveness and products.

Measuring Perceptions of Brand Luxury

Abstract: What distinguishes high-luxury brands from those that are low on luxury? This chapter discusses a theoretical framework of the brand-luxury construct that leads to a specification of the dimensions of luxury as applied to brands. The development of a scale for the measurement of the dimensions of brand luxury is then described. The chapter concludes with a consideration of the theoretical and practical implications regarding the symbolic use of luxury brands for the public policy-maker and consumer

The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation

Abstract: Measures of corporate reputation currently in widespread use suffer from fundamental methodological and conceptual weaknesses. This paper begins with a brief overview of the reputation construct and its expected dimensionality. It then examines some of the major indices in use and documents their principal weaknesses. A new instrument is proposed — ‘the reputation quotientSM (RQ) — to measure corporate reputations and establish its empirical validity and reliability through focus groups and pilot studies. It concludes that the reputation quotient is a robust measure of corporate reputations that considerably improves the state of the art in reputation measurement.

The employer brand

Abstract: This paper tests the application of brand management techniques to human resource management (HR) The context is set by defining the ‘Employer Brand’ concept and reviewing current HR concerns Pilot qualitative research is reported with top executives of 27 UK companies, who were asked to reflect on their HR practices and the relevance of branding This exploratory research indicates that marketing can indeed be applied to the employment situation Bringing these functionally separate roles closer together would bring mutual benefit and lead to comparable performance measures, eg, trust and commitment Strong corporate equity with the brand's customers can improve the return on HR, while at the same time improved HR can improve the return on brand equity from external customers Formal, larger scale research would be required to substantiate the reciprocal benefits from a closer alignment of HR and marketing practices