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Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

Publisher: Henry Stewart Publications

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Volume 6 / Number 2 / Autumn/Fall 2017

Editorial

Editorial
pp. 108-109(2)
Author: Moody, Daryn

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Original

How Charles Schwab rediscovered its challenger mojo
pp. 110-119(10)
Author: Boland, Pete

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From inside to out: Reinventing a brand globally and locally
pp. 120-125(6)
Author: Felton, Louise

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Rebranding today: A process, not a project
pp. 139-145(7)
Authors: Dixon, Peter; Perry, Hanif

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Global account managers: The linchpins of GAM programmes
pp. 146-159(14)
Authors: S. Yip, George; Bink, Audrey

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Digital globalisation enhances local customer experiences
pp. 192-199(8)
Author: Herrmann, Bruno

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