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The Routledge Companion to Corporate Branding

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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.

Author(s): Oriol Iglesias, Nicholas Ind, Majken Schultz
Series: Routledge Companions in Marketing, Advertising and Communication
Publisher: Routledge
Year: 2022

Language: English
Pages: 533
City: London

Cover
Half Title
Series
Title
Copyright
Dedication
Table of Contents
List of contributors
Acknowledgments
A An introduction to the corporate brand management field
1 Towards a paradigm shift in corporate branding
2 Demarcating the field of corporate brand management
3 Corporate brand management from a co-creative perspective
4 Welcome to the matrix: how to find and use your corporate brand’s core identity
5 Commentary on ‘Towards a paradigm shift in corporate brand management’
B Building brands together: Co-creating corporate brands with multiple stakeholders
6 Embracing a co-creation paradigm of lived-experience ecosystem value creation
7 Brands in action: understanding corporate branding dynamics from an action net perspective
8 Reconceptualizing corporate brand identity from a co-creational perspective
9 In search of corporate brand alignment: philosophical foundations and emerging trends
10 Commentary on ‘Co-creating corporate brands with multiple stakeholders’
C Building strong corporate brands: towards valuable and sustainable experiences
11 B*Canvas 2.0: holistic and co-created brand management tool and use cases for corporate brands
12 Brand experience co-creation at the time of artificial intelligence
13 Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovations
14 A systematic literature review of sustainability in corporate services branding: identifying dimensions, drivers, outcomes, and future research opportunities
15 Building strong corporate brands: towards valuable and sustainable experiences
D Polysemic corporate brand narratives: connecting internal and external communities
16 Integrating multiple voices when crafting a corporate brand narrative
17 Corporate brand management and multiple voices: polyphony or cacophony?
18 Polysemic corporate branding: managing the idea
19 Visitors’ destination brand engagement’s effect on co-creation: an empirical study
20 Corporate brand narratives: polysemy, voice, and purpose
E The temporality of corporate branding: balancing the past and future
21 Towards a co-creational perspective on corporate heritage branding
22 Cross-fertilization of heritage between product and corporate branding
23 Closing corporate branding gaps through authentic internal brand strategies
24 When history inspires brand strategy: lessons for place brands and corporate brands
25 Balancing the past and future in corporate branding
F Branding inside-out: corporate culture and internal branding
26 Branding inside-out: development of the internal branding concept
27 A co-creative perspective on internal branding
28 Exploring how to build a strong internal brand community and its role in corporate brand co-creation
29 Co-creating conscientious corporate brands inside-out through values-driven branding
30 Branding inside-out: corporate culture and internal branding
Index