The Routledge companion to corporate branding
Author(s)
Bibliographic Information
The Routledge companion to corporate branding
（Routledge companions）（Routledge companions in business, management and marketing）
Routledge, 2022
- : hbk
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Note
Includes bibliographical references and index
Description and Table of Contents
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
A. An introduction to the corporate brand management field
1. Introduction: Towards a paradigm shift in corporate brand management
Oriol Iglesias, Nicholas Ind, and Majken Schultz
2. Demarcating the field of corporate brand management
Russell Abratt and Michela Mingione
3. Corporate brand management from a co-creative perspective
Hans Muhlbacher
4. Welcome to the matrix: How to find and use your corporate brand's core identity
Mats Urde
5. Commentary: Towards a paradigm shift in corporate brand management
Joachim Kernstock and Shaun Powell
B. Building brands together: Co-creating corporate brands with multiple stakeholders
6. Embracing a co-creation paradigm of lived-experience ecosystem value creation
Venkat Ramaswamy
7. Brands in Action: Understanding corporate branding dynamics from an Action Net Perspective
Slyvia Von Wallpach and Andrea Hemetsberger
8. Reconceptualizing corporate brand identity from a co-creational perspective
Catherine Da Silveira and Claudia Simoes
9. In search of corporate brand alignment: philosophical foundations and emerging trends
Michela Mingione and Russell Abratt
10. Commentary: Co-creating corporate brands with multiple stakeholders
Francisco Guzman
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
Carsten Baumgarth
12. Brand experience co-creation at the time of artificial intelligence
Federico Mangio, Daniela Andreini and Giuseppe Pedeliento
13. Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovations
Seidali Kurtmollaiev, Tor W. Andreassen and Line Lervik-Olsen
14. A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities
Stefan Markovic, Yuqian Qiu, Cristina Sancha and Nikolina Koporcic
15. Commentary: Building strong corporate brands: towards valuable and sustainable experiences
Nicholas Ind
D. Polysemic corporate brand narratives
16. Integrating multiple voices when crafting a corporate brand narrative
Paul Argenti
17. Corporate brand management and multiple voices: Polyphony or cacophony?
Anna Karina Kjeldsen and Line Schmeltz
18. Polysemic corporate branding: managing the idea
Alessandra Zamparini, Francesco Lurati and Luca M. Visconti
19. Visitors' destination brand engagement's effect on co-creation: An empirical study
Raouf Rather, Linda D. Hollebeek, Dale Smith, Jana Kukk and Mojtaba Ghasemi
20. Commentary: Corporate brand narratives: Polysemy, voice and purpose
Joep Cornelissen
E. The Temporality of Corporate Branding: Balancing the Past and Future
21. Towards a co-creational perspective on corporate heritage branding
Mario Burghausen
22. Cross-fertilization of heritage between product and corporate branding
Fabien Pecot
23. Closing corporate branding gaps through authentic internal brand strategies
Michael Beverland and Pinar Cankurtaran
24. When history inspires brand strategy: Lessons for place brands and corporate brands
Mihalis Kavaratzis
25. Commentary: Balancing the past and future in corporate branding
Majken Schultz
F. Branding inside-out: Corporate culture and internal branding
26. Branding inside-out: Development of the internal branding concept
Rico Piehler
27. A co-created perspective on internal branding
Holger Schmidt and Pieter Steenkamp
28. Exploring how to build a strong internal brand community and its role in corporate brand co-creation
Saila Saraniemi
29. Co-creating conscientious corporate brands inside-out through values-driven branding
Galina Biedenbach and Thomas Biedenbach
30. Commentary: Branding inside-out: Corporate culture and internal branding
Ceridwyn King
by "Nielsen BookData"
