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The Routledge Companion to Corporate Branding

Edited by: Oriol Iglesias , Nicholas Ind , Majken Schultz

Print publication date:  April  2022
Online publication date:  April  2022

Print ISBN: 9780367476632
eBook ISBN: 9781003035749
Adobe ISBN:

10.4324/9781003035749
 Cite  Marc Record

Book description

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature.



The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field.



This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.

Table of contents

Prelims Download PDF
Chapter  1:  Towards a Paradigm Shift in Corporate Branding Download PDF
Chapter  2:  Demarcating the Field of Corporate Brand Management Download PDF
Chapter  3:  Corporate Brand Management from a Co-Creative Perspective Download PDF
Chapter  4:  Welcome to the Matrix  Download PDF
Chapter  5:  Commentary on 'Towards a Paradigm Shift in Corporate Brand Management' Download PDF
Chapter  6:  Embracing a Co-Creation Paradigm of Lived-Experience Ecosystem Value Creation Download PDF
Chapter  7:  Brands in Action Download PDF
Chapter  8:  Reconceptualizing Corporate Brand Identity from a Co-Creational Perspective Download PDF
Chapter  9:  In Search of Corporate Brand Alignment Download PDF
Chapter  10:  Commentary on 'Co-Creating Corporate Brands with Multiple Stakeholders' Download PDF
Chapter  11:  B*Canvas 2.0 Download PDF
Chapter  12:  Brand Experience Co-Creation at the Time of Artificial Intelligence Download PDF
Chapter  13:  Honey or Condensed Milk? Improving Relative Brand Attractiveness through Commercial and Social Innovations Download PDF
Chapter  14:  A Systematic Literature Review of Sustainability in Corporate Services Branding Download PDF
Chapter  15:  Building Strong Corporate Brands Download PDF
Chapter  16:  Integrating Multiple Voices When Crafting a Corporate Brand Narrative Download PDF
Chapter  17:  Corporate Brand Management and Multiple Voices Download PDF
Chapter  18:  Polysemic Corporate Branding Download PDF
Chapter  19:  Visitors' Destination Brand Engagement's Effect on Co-Creation Download PDF
Chapter  20:  Corporate Brand Narratives Download PDF
Chapter  21:  Towards a Co-Creational Perspective on Corporate Heritage Branding Download PDF
Chapter  22:  Cross-Fertilization of Heritage between Product and Corporate Branding Download PDF
Chapter  23:  Closing Corporate Branding Gaps through Authentic Internal Brand Strategies Download PDF
Chapter  24:  When History Inspires Brand Strategy Download PDF
Chapter  25:  Balancing the Past and Future in Corporate Branding Download PDF
Chapter  26:  Branding Inside-Out Download PDF
Chapter  27:  A Co-Creative Perspective on Internal Branding Download PDF
Chapter  28:  Exploring How to Build a Strong Internal Brand Community and Its Role in Corporate Brand Co-Creation Download PDF
Chapter  29:  Co-Creating Conscientious Corporate Brands Inside-Out through Values-Driven Branding Download PDF
Chapter  30:  Branding Inside-Out Download PDF
Index Download PDF
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