| Brand orientation: A mindset for building brands into strategic resources M Urde Journal of marketing management 15 (1-3), 117-133, 1999 | 768 | 1999 |
| Core value-based corporate brand building M Urde European Journal of marketing 37 (7/8), 1017-1040, 2003 | 750 | 2003 |
| Corporate brands with a heritage M Urde, SA Greyser, JMT Balmer Journal of Brand Management 15 (1), 4-19, 2007 | 437 | 2007 |
| Brand orientation–a strategy for survival M Urde Journal of consumer marketing 11 (3), 18-32, 1994 | 383 | 1994 |
| Brand orientation and market orientation—From alternatives to synergy M Urde, C Baumgarth, B Merrilees Journal of Business Research 66 (1), 13-20, 2013 | 305 | 2013 |
| Uncovering the corporate brand's core values M Urde Management Decision 47 (4), 616-638, 2009 | 178 | 2009 |
| The corporate brand identity matrix M Urde Journal of Brand Management 20 (9), 742-761, 2013 | 145 | 2013 |
| The Crown as a corporate brand: Insights from monarchies JMT Balmer, SA Greyser, M Urde Journal of Brand Management 14 (1-2), 137-161, 2006 | 124 | 2006 |
| Brand orientation: Past, present, and future C Baumgarth, B Merrilees, M Urde Journal of marketing management 29 (9-10), 973-980, 2013 | 86 | 2013 |
| Market and brand-oriented schools of positioning M Urde, C Koch Journal of Product & Brand Management 23 (7), 478-490, 2014 | 80 | 2014 |
| Märkesorientering-Utveckling av varumärken som strategiska resurser och skydd mot varumärkesdegeneration M Urde Lunds Studies in Economics and Management, 1997 | 71 | 1997 |
| The corporate brand identity and reputation matrix–The case of the nobel prize M Urde, SA Greyser Journal of Brand management 23 (1), 89-117, 2016 | 53 | 2016 |
| 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 | 49 | 2006 |
| Varumärket: en hotad tillgång F Melin, M Urde Liber, 1991 | 46 | 1991 |
| The brand core and its management over time M Urde Journal of product & brand management 25 (1), 26-42, 2016 | 38 | 2016 |
| The Nobel Prize: The identity of a corporate heritage brand M Urde, SA Greyser Journal of Product & Brand Management 24 (4), 318-332, 2015 | 29 | 2015 |
| Kunden-oder Markenorientierung–Zwei Seiten einer Medaille oder alternative Routen? C Baumgarth, B Merrilees, M Urde Marketing Review St. Gallen 28 (1), 8-13, 2011 | 26 | 2011 |
| Monarchies as corporate brands JMT Balmer, SA Greyser, M Urde Bradford University, School of Management, 2004 | 23 | 2004 |
| Märkesorientering [Brand Orientation] M Urde Lund: Lund University Press (PhD dissertation), 1997 | 23 | 1997 |
| The Nobel Prize: A'heritage-based'Brand-oriented Network M Urde, SA Greyser Harvard Business School, 2014 | 19 | 2014 |
