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Corporate Brand as Co-Driver a Framework for More Transparent Corporate Brand Leverage

Uggla, Henrik - 2010

As the corporate brand becomes linked to other brands and other entities, a coherent corporate brand architecture becomes a crucial component in a firm's overall marketing strategy, as it provides a structure to leverage the corporate brand in different product market contexts. This paper...

Persistent link: https://www.econbiz.de/10013149447

Introducing multi-dimensional brand architecture : taking structure, market orientation and stakeholder alignment into account

Åsberg, Per; Uggla, Henrik - In: The journal of brand management : an international journal 26 (2019) 5, pp. 483-496

Persistent link: https://www.econbiz.de/10012060152

Business and brand strategy : a framework for integration

Uggla, Henrik; Filipsson, Daniel - In: The ICFAI University journal of business strategy : IJBS 6 (2009) 2, pp. 27-42

Persistent link: https://www.econbiz.de/10003886683

Portfolio strategy for luxury partner brands : strategic guidelines

Uggla, Henrik; Lashgari, Maryam - In: The IUP journal of brand management : IJBRM 9 (2012) 2, pp. 18-28

Persistent link: https://www.econbiz.de/10009577732

Brand portfolio prerogative : five challenges and research themes within brand portfolio management

Uggla, Henrik; Lashgari, Maryam - In: The IUP journal of brand management : IJBRM 9 (2012) 3, pp. 7-20

Persistent link: https://www.econbiz.de/10009659092

The sins of brand portfolio management

Uggla, Henrik - In: The IUP journal of brand management : IJBRM 10 (2013) 4, pp. 7-15

Persistent link: https://www.econbiz.de/10010233464

Need states : the missing link to the brand portfolio strategy paragon

Uggla, Henrik; Nyberg, Björn - In: The IUP journal of brand management : IJBRM 11 (2014) 2, pp. 28-37

Persistent link: https://www.econbiz.de/10010385830

The nature and scope of brand portfolio signals within brand portfolio management

Uggla, Henrik - In: The IUP journal of brand management : IJBRM 10 (2013) 3, pp. 7-16

Persistent link: https://www.econbiz.de/10010203631

Leveraging luxury brands : prevailing trends and research challenges

Uggla, Henrik - In: The IUP journal of brand management : IJBRM 13 (2016) 1, pp. 34-41

Persistent link: https://www.econbiz.de/10011536298

Artist as brand portfolio manager : a strategic brand management framing of the artist

Uggla, Henrik - In: The IUP journal of brand management : IJBRM 13 (2016) 2, pp. 24-32

Persistent link: https://www.econbiz.de/10011538379