Palgrave Macmillan and the editorial team have selected this set of papers from the archive of the journal to give a representative sample of the best of our content.

These papers, listed in chronological order, are available free to read and download.

We the people: The importance of employees in the process of building customer experience
Patrick Harris

The concept of participatory market orientation: An organisation-wide approach to enhancing brand equity
Nicholas Ind and Rune Bjerke

Industry image: Its impact on the brand image of potential employees
Christoph Burmann, Katharina Schaefer and Philip Maloney

Internal branding: Exploring the employee’s perspective
Ceridwyn King and Debra Grace

Coming to America: Can Nordic brand values engage American stakeholders?
James Rubin, Majken Schultz and Mary Jo Hatch

Three laws of branding: Neuroscientific foundations of effective brand building
Tjaco H Walvis

​​​​​​The importance of corporate brand personality traits to a successful 21st century business
Kevin Lane Keller and Keith Richey

Negative Double Jeopardy: The role of anti-brand sites on the internet
S Umit Kucuk

Know thy changing consumer
Mark Uncles Editorial Board

The theoretical separation of brand equity and brand value: Managerial implications for strategic planning
Randle D Raggio and Robert P Leone

Capturing the essence of a corporate brand personality: A Western brand in Eastern Europe
Johan Van Rekom, Gabriele Jacobs, Peeter W J Verlegh and Klement Podnar

Corporate social responsibility: Playing to win, or playing not to lose? Doing good by increasing the social benefits of a company's core activities
Johan van Rekom, Guido Berens and Mignon van Halderen