| The corporate brand association base: A conceptual model for the creation of inclusive brand architecture H Uggla European Journal of Marketing 40 (7/8), 785-802, 2006 | 253 | 2006 |
| The brand association base: A conceptual model for strategically leveraging partner brand equity H Uggla Journal of Brand Management 12, 105-123, 2004 | 155 | 2004 |
| Organisation av varumärken: för kapitalisering och affärsutveckling H Uggla Liber ekonomi, 2003 | 133 | 2003 |
| Positionering: Teori, trend & strategi H Uggla Liber, 2006 | 63 | 2006 |
| Affärsutveckling genom varumärket: brand extension H Uggla Liber: Bättre Ledarskap, 2002 | 32 | 2002 |
| Marknadsföring Modeller och Principer P Wildenstam, H Uggla Sanoma Utbildning, 2020 | 26 | 2020 |
| Introducing multi-dimensional brand architecture: Taking structure, market orientation and stakeholder alignment into account P Åsberg, H Uggla Journal of Brand Management 26, 483-496, 2019 | 26 | 2019 |
| The Benefits and Risks of Strategic Brand Collaboration. H Uggla, P Åsberg IUP Journal of Brand Management, 2010 | 26 | 2010 |
| Ingredient branding: strategic guidelines H Uggla The Icfai Journal of Brand Management 5 (2), 16-30, 2008 | 23 | 2008 |
| Aligning brand portfolio strategy with business strategy H Uggla IUP Journal of Brand Management 12 (3), 7, 2015 | 20 | 2015 |
| Affärsutveckling genom varumärket H Uggla Brand Extension, Liber Ekonomi, Malmö, 2002 | 18 | 2002 |
| A Psycho-Semiotic Research Agenda for Strategic Brand Alliances. H Uggla, P Åsberg IUP Journal of Brand Management 7, 2010 | 17 | 2010 |
| Business and brand strategy: A framework for integration H Uggla, D Filipsson IUP Journal of Business Strategy 6 (2), 27, 2009 | 17 | 2009 |
| Brand Portfolio Prerogative: Five Challenges and Research Themes Within Brand Portfolio Management. H Uggla, M Lashgari IUP Journal of Brand Management 9 (3), 2012 | 15 | 2012 |
| Varumärkesarkitektur: strategi, teori och kritik H Uggla Liber ekonomi, 2001 | 15 | 2001 |
| Managing the brand-association base: exploring facets of strategic brand management from the imaginary organization perspective: based on a semiotic study on the ASSESS CD-ROM … H Uggla School of Business, Stockholm University, 2000 | 15 | 2000 |
| The price of luxury H Uggla IUP Journal of Brand Management 14 (2), 2017 | 14 | 2017 |
| The brand relationship cycle: Incorporating co-branding into brand architecture PE Åsberg, H Uggla ICFAI Journal of Brand Management 6 (2), 45-53, 2009 | 14 | 2009 |
| Managing the brand association base H Uggla Unpublished Doctoral Dissertation School of Business, Stockholm University, 2000 | 13 | 2000 |
| Varumärkesstrategi i verkligheten H Uggla Studentlitteratur, 2013 | 12 | 2013 |
