| Brand orientation: A mindset for building brands into strategic resources M Urde Journal of marketing management 15 (1-3), 117-133, 1999 | 1081 | 1999 |
| Core value‐based corporate brand building M Urde European Journal of marketing 37 (7/8), 1017-1040, 2003 | 1001 | 2003 |
| Corporate brands with a heritage M Urde, SA Greyser, JMT Balmer Journal of Brand Management 15, 4-19, 2007 | 802 | 2007 |
| Brand orientation and market orientation—From alternatives to synergy M Urde, C Baumgarth, B Merrilees Journal of Business research 66 (1), 13-20, 2013 | 563 | 2013 |
| Brand orientation–a strategy for survival M Urde Journal of consumer marketing 11 (3), 18-32, 1994 | 526 | 1994 |
| The corporate brand identity matrix M Urde Journal of Brand Management 20, 742-761, 2013 | 342 | 2013 |
| Uncovering the corporate brand's core values M Urde Management decision 47 (4), 616-638, 2009 | 261 | 2009 |
| The Crown as a corporate brand: Insights from monarchies JMT Balmer, SA Greyser, M Urde Journal of Brand Management 14, 137-161, 2006 | 208 | 2006 |
| Market and brand-oriented schools of positioning M Urde, C Koch Journal of Product & Brand Management 23 (7), 478-490, 2014 | 156 | 2014 |
| The corporate brand identity and reputation matrix–The case of the nobel prize M Urde, SA Greyser Journal of Brand management 23, 89-117, 2016 | 140 | 2016 |
| Brand orientation: Past, present, and future C Baumgarth, B Merrilees, M Urde Journal of marketing management 29 (9-10), 973-980, 2013 | 126 | 2013 |
| The brand core and its management over time M Urde Journal of Product & Brand Management 25 (1), 26-42, 2016 | 120 | 2016 |
| What Does Your Corporate Brand Stand For? MU S.A. Greyser Harvard Business Review 2019 (January-February, 2019), 81-89, 2019 | 99* | 2019 |
| Märkesorientering-Utveckling av varumärken som strategiska resurser och skydd mot varumärkesdegeneration M Urde Lunds Studies in Economics and Management, 1997 | 81 | 1997 |
| The Nobel Prize: The identity of a corporate heritage brand M Urde, SA Greyser Journal of Product & Brand Management 24 (4), 318-332, 2015 | 76 | 2015 |
| The monarchy as a corporate brand: Some corporate communications dimensions SA Greyser, JMT Balmer, M Urde European Journal of Marketing 40 (7/8), 902-908, 2006 | 65 | 2006 |
| Varumärket: en hotad tillgång F Melin, M Urde Liber, 1991 | 56 | 1991 |
| Monarchies as corporate brands JMT Balmer, SA Greyser, M Urde Bradford University, School of Management, 2004 | 35 | 2004 |
| Kunden-oder Markenorientierung–Zwei Seiten einer Medaille oder alternative Routen? C Baumgarth, B Merrilees, M Urde Marketing Review St. Gallen 28, 8-13, 2011 | 30 | 2011 |
| The Nobel Prize: A'heritage-based'Brand-oriented Network M Urde, SA Greyser Harvard Business School, 2014 | 26 | 2014 |
