A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.
Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:
Area: geographical areas across the globe including the UK, USA, Europe and Asia;
Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C;
Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative.
These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.
Table of Contents
Introduction to corporate branding (SF Syed Alwi and TC Melewar) Part I: Corporate Brand: Areas 1.Corporate brand: Europe (Heather Skinner) 2.Corporate brand: USA (Russell Abratt) 3.Corporate brand: Asia (Bill Merrilees) 4.Corporate brand: New Zealand (Tony Garry) Part II: Corporate Brand: Arenas 5.Corporate brand: online (Zalfa Laili Hamzah, Md Nor Othman and SF Syed Alwi) 6.Corporate brand: business-to-business (Nuno Sequeira, Rui Vinhas da Silva and SF Syed Alwi) 7.Corporate brand: Professional service firms (Vincent-Wayne Mitchell and William S. Harvey) 8.Corporate brand: Place/destination branding (Nicholas Ind and Anastasia Mariussen) Part III: Corprate Brand: Approaches 9.Corporate brand: structural equation modelling (Tatiana Anisimova and Felix Mavondo) 10.Corporate brand: case study (Wim Elving) 11.Corporate brand: focus groups (Sabine Einwiller and Christopher Ruppel) 12.Corporate brand: Expert interviews (Stefano Pace) Part IV: Conclusion to Corprate Brand Conclusion (Heather Skinner)
T C Melewar (BSc, MBA, PhD) is Professor of Marketing and Strategy at Middlesex University Business School, London, UK.
S F Syed Alwi (BSc, MSc, PhD) is a Lecturer of Corporate Brand Marketing at Brunel Business School, Brunel University, London, UK.
‘Melewar and Syed Alwi have assembled an excellent cast of experts to produce the most complete text on corporate brands and branding I have seen. All the traditional topics are covered in new and different ways. And, lesser known areas such as name and place branding are discussed by experts with new and innovative approaches. It's likely the only book you'll need for some time on the topic.’ - Don Edward Schultz, Professor Emeritus of Service at Northwestern University, USA
‘This book is an important contribution to the discussion of Corporate Brand Management, both from the perspective of theoretical research and also from management practice. Readers get valuable insights in the challenges and options of differing cultures along different geographical areas (USA, Europe, Asia, etc.) as well as arenas like different industries and institutional contexts. Especially valuable, it is also that a profound introduction to very different methods and approaches of professional brand research is offered – ranging from qualitative, quantitative, case studies, interpretivistic, social narrative, etc. No doubt, a book worth reading by students as well as academics and managers.’ - Klaus-Peter Wiedmann, Professor at Leibniz Universität Hannover, Germany
‘A comprehensive forward-looking review of corporate branding from a stakeholder perspective… a solid read on brand differentiation and a must-have guideline for multiple audiences. The authors offer valuable insights for the theory and practice of the field supplemented with sound methodological guidance. The extensive geographical coverage leaves no stones unturned!’ - CB Bhattacharya, Professor of Marketing, E.ON Chair in Corporate Responsibility, and Dean of International Relations, ESMT, USA
‘This book provides a holistic approach to corporate branding that adds value to both theory and practice of corporate brand management from different standpoints. It offers a unique insight into spatial differences in corporate branding strategies among the US, Europe and Asia. It corroborates the corporate branding construct by providing a multi-methodological glance on its research field. This book explores the corporate branding practice in different emerging arenas of the corporate brand debate, such as business-to-business and professional services. Comprehensively, it’s a fascinating book that triggers curiosity in the readers no matter if scholars, managers, and students page after page, and it represents the outcome of an outstanding get together of brilliant minds.’ - Rossella C. Gambetti, Assistant Professor of Corporate and Marketing Communication, Università Cattolica del Sacro Cuore, Milan, Italy