The Routledge companion to corporate branding

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書誌事項

The Routledge companion to corporate branding

edited by Oriol Iglesias, Nicholas Ind and Majken Schultz

（Routledge companions）（Routledge companions in business, management and marketing）

Routledge, 2022

  • : hbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

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.

目次

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

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