1st Edition

Corporate Branding in Logistics and Transportation Recent Developments and Emerging Issues

    220 Pages 7 B/W Illustrations
    by Routledge

    The academic and scholarly interest in the subject of branding in both the consumer and industrial markets has grown substantially in the dynamic post-pandemic environment. The growth in research outputs by a handful of business scholars explains the impact of brand in an industrial business-to-business setting at the cognitive level only and has not considered its impact specifically on logistics and transportation despite the value it can offer. Considering these gaps in the periphery of our existing knowledge, this book explores corporate brand management within the logistics and transportation sector, from the perspective of image, reputation, and identity.

    This edited collection offers a blend of comprehensive and extensive high quality research from global, highly reputed contributors. It covers issues related to the establishment of brands, relevant niches such as service performance and social support, aviation and maritime industries, media relations, crisis branding, and innovation. Exploring a wide range of sectors within logistics and transport, the book illustrates the many dimensions of corporate branding and theories, future trends and developments, as well as proposing a model for future research.

    Containing a balance of theory and practice with effective case studies, Corporate Branding in Logistics and Transportation will appeal to marketing academics and upper-level graduates in particular. It will also be a valuable resource for those studying or researching logistics, supply chain management, and transport studies.



    Part I: Introduction to Branding in Logistics and Transport


    Chapter 1. Corporate Branding in Logistics and Transport Sector: The Concept, History, Current and Future Trends

    Emilia Van Yaroson, Katherine Baxter, Arnt Kyawt Ni


    Chapter 2. The Role of Technology Advancement in Managing Business and Establishing Corporate Brand Image:  Conception, Challenges and Commendation in Logistics and Transport Sector

    Nor Aida Abdul Rahman, TC Melewar, Pantea Foroudi, and Suraksha Gupta


    Chapter 3. Customer experience:  A critical review and research agenda

     Reza Marvi, DongMei Zha, Pantea Faroudi


    PART II: Designing brand identity and developing brand image in the logistics and transportation industry via technology and innovation


    Chapter 4. Corporate brand identity: Social media communication in Transportation industry

    Maria Teresa Cuomo, Federico de Andreis, Cinzia Genovino and Debora Tortora


    Chapter 5. Sustainability, Technology, and Strategic Corporate Branding for Halal Logistics

    Mohamed Syazwan Ab Talib


    Chapter 6. Landmarks in Road Access Wayfinding for Airport Branding

    Nur Khairiel Anuar, Rohafiz Sabar


    Chapter 7. Corporate branding in logistics: The state of the art and further trends

    Fernando Mayor-Vitoria


    Chapter 8. Halal-Logistics Value Creation (HLVC) on Micro, Small and Medium Enterprise (MSMEs) Halal Branding

    Rohafiz Sabar, Nur Khairiel Anuar, Ahmad Shabudin Ariffin and Hasrul Hashom


    Chapter 9. Does supply chain collaboration enhance MSMEs’ brand image? A perspective from an emerging economy

    Siti Norida Wahab and Abu Bakar Abdul Hamid


    PART III: B2B brand strategy and reputation, Brand love


    Chapter 10. Rebranding in the Airline companies after the pandemic: Implementation framework

    Abebe Ejigu Alemu, Abdelsalam Adam Hamid


    Chapter 11. Brand Stretching and Digitalization Strategy: A Case Study of a Low-Cost Carrier Airline on Surviving the COVID-19 Pandemic

    Azahar Hamid, Rita Zaharah Wan Chik


    Chapter 12. The Influence of Religious Beliefs On Islamic Brand Love, Happiness, And Intention to Travel: A Qualitative Approach

    Waleed Yousef and Maisam Yousif



    Nor Aida Abdul Rahman is Associate Professor at Universiti Kuala Lumpur, Malaysia, and formerly serves as Head of Aviation Management at Universiti Kuala Lumpur (Malaysian Institute of Aviation Technology Campus) in Subang, Selangor, Malaysia. She is also a Fellow at UKM-MPOB Endowment Chair at the National University of Malaysia. She is also being appointed as a visiting Professor at ITL Trisakti, Jakarta, Indonesia. Her research interest is in halal logistics and supply chain, logistics and supply chain performance, logistics branding, aviation management, and air travel. Her work has appeared in Industrial Marketing Management, Journal of Islamic Marketing, Journal of Humanitarian Logistics and Supply Chain Management, Journal of Quality and Reliability and Management, and others. She has also published a number of book chapters, books, and edited books; refereed conference proceedings; and is part of the editorial team of a book project with Routledge and Springer.

    T.C. Melewar is Professor of Marketing and Strategy at the Business School at Middlesex University London, in the UK. T.C.’s research and publications are in the areas of branding, corporate identity, and international marketing. Prior to joining Middlesex University, T.C. was a Professor at Brunel University, UK, and Zurich University of Applied Sciences (ZHAW), Switzerland. He also has held academic positions at the University of Warwick (Warwick Business School), De Montfort University in the UK, and MARA Institute of Technology in Malaysia. Professor Melewar has co-authored 11 books on corporate branding, corporate identity and communication, place branding, strategic brand management, and international marketing. His research has been published in top-tier international journals, including Business Ethics Quarterly, Journal of World Business, Journal of International Business Studies, International Marketing Review, Journal of Business Research, European Journal of Marketing, International Journal of Management Reviews, Industrial Marketing Management, Technological Forecasting and Social Change, among others. He has contributed chapters in edited books, published case studies and teaching notes. His research outputs have appeared in the media and press. He has also conducted executive courses for international companies including Sony, British Steel, Nestle, and Safeway. T.C. is the former editor of the Journal of Brand Management and is now editor emeritus of the journal. Professor Melewar has been involved as guest editor for journals including Business Ethics Quarterly, Journal of World Business, Journal of Business Research, International Marketing Review, European Journal of Marketing, Journal of Brand Management, Management Decision, Qualitative Market Research: An International Journal, among others. He was awarded an Honorary Fellow and Life Member by the Academy of Marketing in 2016.

    Pantea Foroudi (PhD, SFHEA, MSc (Honours), MA, BA (Honours)) is the Business Manager and Solution Architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach based on two research streams: (i) corporate brand design and identity, and (ii) sustainable development goals (SDGs). Pantea has been published widely in international academic journals, such as the British Journal of Management, Journal of Business Research, European Journal of Marketing, International Journal of Hospitality Management, and others. She is the associate/senior editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management, and European Journal of International Management (EJIM), among others.

    Suraksha Gupta is Professor of Marketing at Newcastle University, London, UK. Suraksha has been conferred with an award of Best Professor in Marketing for her teaching and for Excellence in Academic Research for her work as a marketing scholar. She has also been awarded for her outstanding achievements by brands like Intel Corporation and Samsung during her industry tenure. Her research work has appeared in many journals, such as Journal of World Business, British Journal of Management, Industrial Marketing Management, Journal of Business Research, Information Technology and People, Computers in Human Behaviour, and Technological Forecasting and Social Change. In her research, Suraksha focuses on micro-level firms to study growth strategies of international brands in resource-constrained environments of emerging markets. In her current work, she has been trying to push boundaries of our knowledge about possible linkages between marketing initiatives of international brands and Sustainable Development Goals by looking at the interplay between constructs such as branding, waste management, and poverty reduction.

    “This is a timely book given the logistics and transport problems highlighted by global events. The in-depth treatment of the core elements of corporate branding and reputation is complemented by topical issues of social media, ethics, sustainability and social responsibility. It is a must read not only for students of branding and transportation management, but also for practitioners and consultants in this massive industry.” 

    -          Vince Mitchell, Professor of Marketing, The University of Sydney Business School


    “Edited by a team of world-renowned scholars, this volume offers unique insights into the emerging role of brand identity, image, and reputation in logistics and transportation. Structured around sixteen chapters, this text not only reflects state-of-the-art research on corporate branding in these industries, but also provides clear guidance for practitioners working in the field.”

    -          Prof. Dr. Dr. h.c. Marko Sarstedt, Institute for Marketing, Ludwig-Maximilians-University Munich, Germany



    “This book provides a great overview of current practices, challenges and trends within the field of corporate branding in the logistics and transportation sectors. By combining academic theory with a lot of practical examples and cases, it will surely be a valuable resource to interested academics as well as practitioners working in these industries.”

    -          Prof Guido Berens, Erasmus, Netherlands