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10 Superb Scholarly Articles on Branding

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I don’t know about you, but I often get frustrated with the same old same old marketing/branding regurgitation that’s out there on the web. And when I do, I head straight for Google Scholar to check out marketing and branding articles there. The trick is finding the complete article, not just the “sales page.” But they are out there they just take a little perseverance to find.

And when you do, you will find a wealth of knowledge, ideas, and almost all backed up by solid research. It’s interesting, meaty, and guaranteed to make you think. It will either help you to justify your position on branding and brand management, or cause you to question it. But all of it helps to shape your opinions about branding, just as surely as it has shaped mine.

Here are 10 superb scholarly article son branding that are readily available as PDFs on the web right now — just for you. While it’s true that they can be a little dense and, in some cases, difficult to get through, pay particular attention to the abstract (summary), and the conclusions at the outset, then loop back through the research if you’re interested. Enjoy!

  1. The Impact of Brand Image on Consumer Behavior: A Literature Review, Yi Zhang
  2. Leveraging the Corporate Brand, David Aaker
  3. Why Your Brain Loves Good Storytelling, Paul Zak
  4. Brand Tone of Voice: a linguistic analysis of brand positions, Judy Delin
  5. How Social Cause Marketing Affects Consumer Perceptions, Paul N. Bloom, Steve Hoeffler, Keven Lane Keller, and Carlos E. Basurto Meza
  6. Bank on the Brand, Interbrand
  7. Bringing the corporation into corporate branding, Mary Jo Hatch
  8. Corporate branding and corporate brand performance, Fiona Harris
  9. Creating the Brand-Driven Business: It’s the CEO Who Must Lead the Way, Michael Dunn and Scott Davis
  10. User Experience Elements and Brand Promise, Virpi Roto and Mika Rautava


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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