Mats Urde
Senior lecturer
Publications
Displaying of publications. Sorted by year, then title.
Welcome to the Matrix - How to find and use your corporate brand's core identity
Mats Urde
(2022) Routledge Companions in Marketing, Advertising and Communication , p.59-92
Book chapterWhat Does Your Corporate Brand Stand For?
Stephen A Greyser, Mats Urde
(2019) Harvard Business Review, January February 2019 p.82-89
Journal articleTeaching Note: The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize
Stephen A Greyser, Mats Urde
(2018) HBS Case Collection
Teaching caseThe Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize
Stephen A Greyser, Mats Urde
(2018) HBS Case Collection
Teaching caseTeaching Note: The Reputation of the "World's Most Prestigious Award": The Nobel Prize
Stephen A Greyser, Mats Urde
(2018) HBS Case Collection, Teaching Notes
Teaching caseThe Reputation of the "World's Most Prestigious Award": The Nobel Prize
Stephen A Greyser, Mats Urde
(2018) HBS Case Collection
Teaching caseThe brand core and its management over time
Mats Urde
(2016) Journal of Product & Brand Management, 25 p.26-42
Journal articleThe Corporate Brand Identity and Reputation Matrix - The case of the Nobel Prize
Mats Urde, Stephen A. Greyser
(2016) Journal of Brand Management, 23 p.89-117
Journal articleThe Nobel Prize: the identity of a corporate heritage brand
Mats Urde, Stephen A Greyser
(2015) Journal of Product & Brand Management, 24 p.318-332
Journal articleMarket and brand-oriented schools of positioning
Mats Urde, Christian Koch
(2014) Journal of Product & Brand Management, 23 p.478-490
Journal articleThe Nobel Prize: A 'Heritage based' Brand-oriented Network
Mats Urde, Stephen A Greyser
(2014) Harvard Business School working papers series, 15-010
Working paperCorporate Brand Identity Matrix
Mats Urde
(2013) Journal of Brand Management, 20 p.742-761
Journal articleBrand orientation : Past, Present, and Future
Carsten Baumgarth, Bill Merrilees, Mats Urde
(2013) Journal of Marketing Management, 29 p.973-980
Journal article (comment)Brand orientation and market orientation – From alternatives to synergy
Mats Urde, Carsten Baumgarth, Bill Merrilees
(2013) Journal of Business Research, 66 p.13-20
Journal articleBrand and market oriented positioning
Mats Urde, Christian Koch
(2011) Tagungsband der internationalen Konfernz "Der Markentag 2011" , p.353-369
Conference paperUncovering the corporate brand's core values
Mats Urde
(2009) Management Decision, 47 p.616-638
Journal articleCorporate brands with a heritage
Mats Urde, Stephen A Greyser, John M T Balmer
(2007) Journal of Brand Management, 15 p.4-19
Journal articleThe Crown as a corporate brand: Insights from Monarchies
John M T Balmer, Stephen A Greyser, Mats Urde
(2006) Journal of Brand Management, 14 p.137-161
Journal articleThe monarchy as a corporate brand - Some corporate communications dimensions
Stephen A. Greyser, John M. T. Balmer, Mats Urde
(2006) European Journal of Marketing, 40 p.902-908
Journal articleMonarchical Perspectives on Corporate Brand Management
John M. T. Balmer, Stephen A. Greyser, Mats Urde
(2005) Working Paper Series
Working paperMonarchies as corporate brands
John M. T. Balmer, Stephen A Greyser, Mats Urde
(2004) Working papers series, 05-002
Working paperCore value-based corporate brand building
Mats Urde
(2003) European Journal of Marketing, 37 p.1017-1040
Journal articleStarka varumärken - Nycken till framgång på morgondagens marknad
Frans Melin, Mats Urde
(2003) Dagens industri business-to-business pocket, 2003 p.231-236
Book chapterThe Tetra Pak Trademark Protection Campaign : A life and death struggle
Mats Urde
(1999) Identity : Trademarks, Logotypes and Symbols , p.227-235
Book chapterStarka varumärken - vägen till framgångsrik internationalisering
Frans Melin, Mats Urde
(1999) Exporthandboken : Internationell affärsutveckling för små och stora företag , p.176-200
Book chapterBrand Orientation: A mindset for building brands into strategic resources
Mats Urde
(1999) Journal of Marketing Management, 15 p.117-133
Journal articleVarumärken : vår tids symboler
Mats Urde
(1999) Nationalencyklopedin, 24 p.206-207
Article in encyclopediaMärkesorientering - Utveckling av varumärken som strategiska resurser och skydd mot varumärkesdegeneration
Mats Urde
(1997) Lunds Studies in Economics and Management
DissertationBrand Orientation – A Strategy for Survival
Mats Urde
(1994) Journal of Consumer Marketing, 11 p.18-32
Journal article