Greyer, S.A. and Urde, M (2019) “What Does Your Corporate Brand Stand For?” Harvard Business Review, January-February; 80-89.

Greyser, S.A. and Urde, M. (2018) “The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize”, Harvard Business School, Case number 9-919-409 with Teaching Note.

Greyer, S.A. and Urde, M (2018) “The Reputation of the ‘World’s Most Prestigious Award’: The Nobel Prize”, Harvard Business School, Case number 9-919-401 with Teaching Note.

Urde, M. (2016) “The brand core and its management over time”, Journal of Product and Brand Management, Vol. 25(1): 26-42.

Urde, M. and Greyser, S.A. (2016) “The corporate brand identity and reputation matrix – The Nobel Prize Case”, Journal of Brand Management, 23(1): 89–117.

Urde, M. and Greyser, S.A. (2014) “The Nobel Prize: A ‘Heritage-Based’ Brand oriented Networked Brand”. Harvard Business School, Working Paper 15-010.

Urde, M. and Koch, C. (2014) “Market- and Brand-oriented Schools of Positioning”, Journal of Product and Brand Management, 23(7): 478–490.

Urde, M. (2013) “The Corporate Brand Identity Matrix”, Journal of Brand Management, 20(9): 742–761.

Baumgarth, C., Merrilees, B. and Urde, M. (2013) “Brand orientation: past, present and future” Guest editors of special issue. Journal of Marketing Management 29 (9–10): 973–1182.

Urde, M., Baumgarth, C. and Merrilees, B. (2011) “Brand orientation and market orientation: From alternatives to synergy”. Journal of Business Research 66(1): 13–20.

Urde, M. (2009) “Uncovering the corporate brand’s core values”, Management Decision, 47(4): 616–638.

Urde, M., Greyser, S.A. and Balmer, J.M.T. (2007) “Corporate brands with a heritage”. Journal of Brand Management 15(1): 4–19.

Balmer, J.M.T., Greyser, S.A. and Urde, M. (2006) “The Crown as corporate brand: Insights from monarchies”. Journal of Brand Management 14(1–2): 137–161.

Greyser, S.A., Balmer, J.M.T., and Urde, M. (2006) “The monarchy as a corporate brand: Some corporate communications dimensions”, Journal of Brand Management, 40(7/8): 902–908.

Balmer J.M.T., Greyser S.A., och Urde, M. (2004) “Monarchies as Corporate Brands”, Harvard Business School Working Paper Series: 05-002.

Urde, M. (2003) “Core value-based corporate brand building”, European Journal of Marketing, 37(7/8): 1017–1040.

Urde, M. (2002) “The Tetra Pak case: Trademark protection and branding”, in Identity – On Marks, Signs and Symbols, Editors Holger, L. and Holmberg, I., Nationalmuseum, pp. 227–235. Stockholm: Raster Publications.

Urde, M. (1999) “Brand orientation: A mindset for building brands into strategic resources”, Journal of Marketing Management, 15(1/3): 117–33.

Melin, F. och Urde, M. (1991) Varumärket – en hotad tillgång, Malmö: Liber Ekonomi.

Urde, M. (1999) Varumärken – vår tids symboler [Brands – symbols of our time], in Nationalencyklopedin, 24: 206–207. Malmö: Bra Böcker Bokförlag.

Urde, M. (1997) Märkesorientering [Brand Orientation], PhD thesis, Lund: Lund University Press.

Urde, M. (1994) “Brand orientation – a strategy for survival”, Journal of Consumer Marketing, 11(3): 18–32.