Mats Urde

Business, Management and Accounting · Social Sciences

16h-index2.9kcitations34works0.02yr avg
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Research Topics

Consumer Behavior in Brand Consumption and Identification(14), Corporate Identity and Reputation(13), Marketing and Advertising Strategies(8), Innovation and Knowledge Management(5), Business Strategies and Innovation(4)

Publications34 total

Welcome to the Matrix*
2022· 1 cited
What Does Your Corporate Brand Stand For
Lund University Publications (Lund University)·2019· 30 cited
The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize
Lund University Publications (Lund University)·2018
Teaching Note: The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize
Lund University Publications (Lund University)·2018
Teaching Note: The Reputation of the "World's Most Prestigious Award": The Nobel Prize
Lund University Publications (Lund University)·2018
The Reputation of the "World's Most Prestigious Award": The Nobel Prize
Lund University Publications (Lund University)·2018
The brand core and its management over time
Journal of Product & Brand Management·2016· 62 cited
The Corporate Brand Identity and Reputation Matrix – The case of the Nobel Prize
Journal of Brand Management·2016· 53 cited
The Nobel Prize
2015
The Nobel Prize: the identity of a corporate heritage brand
Journal of Product & Brand Management·2015· 38 cited
Market and brand-oriented schools of positioning
Journal of Product & Brand Management·2014· 74 cited
The Nobel Prize: A 'Heritage based' Brand-oriented Network
Lund University Publications (Lund University)·2014· 7 citedOpen Access
The corporate brand identity matrix
Journal of Brand Management·2013· 124 cited
Brand orientation: Past, present, and future
Journal of Marketing Management·2013· 77 cited
Brand and market oriented positioning
2013· 2 cited
is Associate Professor of brand strategy at Lund University, Sweden. He is head of Lund Brand Management Research Group and has contributed to leading journals with pioneering work related to brand orientation, brand core values and brand heritage. He has more than 20 years of international experience as strategic consultant on the management of brands.
SSRN Electronic Journal·2013Open Access
Brand orientation and market orientation — From alternatives to synergy
Journal of Business Research·2011· 325 cited
Kunden- oder Markenorientierung – Zwei Seiten einer Medaille oder alternative Routen?
Marketing Review St Gallen·2011· 19 cited
Uncovering the corporate brand's core values
Management Decision·2009· 116 cited
Corporate brands with a heritage
Journal of Brand Management·2007· 464 cited
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Frequent Co-authors

Stephen A. Greyser(14), John M.T. Balmer(5), Carsten Baumgarth(3), Bill Merrilees(3), Frans Melin(3), Christian Koch(2), Balmer John(1), Greyser Sa(1)