Journal Articles

Widen your research with these suggested journal articles. Links to SAGE articles have been provided freely.

1. Deshpande, Rohit and Anat Keinan (2015), “Brands and Brand Equity,” Harvard Business School Teaching Note 8140-HTM-ENG.

“Brands and Brand Equity” will help you review the basics and foundational theories and concepts of branding. Read this article to get up to speed with how brands can be set up and how strong brands maintain their position in the marketplace. The authors also discuss the purpose and value of brands, brand equity and the challenges that come with brand management.

2. Miles, Sandra J. and W. Glynn Mangold (2005), “Positioning Southwest Airlines through Employee Branding,” Business Horizons, 48(6), 535–545.

Southwest Airlines serve as a running example in this article that looks at how employee branding has grown in recent years and how executives make use of “branded” employees to position companies in the market and how brands present themselves to consumers and also stakeholders.