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The Routledge Companion to Corporate Branding



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ISBN 9780367476632
April 7, 2022 Forthcoming by Routledge
560 Pages 54 B/W Illustrations

 
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Book 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 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 Mühlbacher

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 Mangiò, 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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Editor(s)

Biography

Oriol Iglesias is Associate Professor and Head of the Marketing Department at ESADE Business School. Oriol is member of the Scientific Committee of the Global Brand Conference and of the Editorial Board of the Journal of Brand Management. He has also been for 6 years member of the Executive Committee of the European Marketing Academy (EMAC). His research focuses on corporate branding and how has been published at California Management Review, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, and European Journal of Marketing, among others.

Nicholas Ind is a Professor at Kristiania University College and a Visiting Professor at ESADE Business School and Edinburgh Napier University. His main research interests are co-creation and conscientious brands. He is the author of 16 books and articles that have appeared in California Management Review, Journal of Brand Management, European Business Review, Business Horizons and Journal of Product and Brand Management.

Majken Schultz is Professor of Management and Organization Studies at Copenhagen Business School. She is affiliated with the Centre for Organization and Time at the Department of Organization. In addition, she is an International Research Fellow at the Centre for Corporate Reputation at Oxford University and member of the Royal Danish Academy of Sciences and Letters. Her work has focused on the managerial and organizational issues related to identity, culture and image, including the implications for corporate branding and the use of history.

Reviews

"Like seemingly everything with business these days, corporate branding is undergoing a sea change in strategy and execution. This stimulating and insightful handbook assembles some of the sharpest thinking from around the world on the most important and compelling topics in this area."

- Kevin Keller, Senior Associate Dean for Marketing and Communications and E.B. Osborn Professor of Marketing, Tuck School of Business

"Corporations are more than ever coming back, after being hidden by their brands during decades. Moreover the growth of the Benefit-corporation now adds a layer of purpose above the brands themselves. Clearly corporate branding needed to be reanalyzed. This is well done by this internationally co-created excellent book."

- Jean-Noel Kapferer, Emeritus Professor, HEC Paris

"The Routledge Companion to Corporate Branding provides a much-needed overview of the history and evolution of corporate branding as a distinct field of study and practice as well as offering insight into its possible futures. Embracing both theoretical and practical contributions, it promises much value for anyone drawn to this rapidly expanding field."

- Mary Jo Hatch, Professor Emerita, University of Virginia

"When one wants to master a field, then what is really needed is a collection of high quality and well-crafted contributions from real and well recognised experts. This is exactly what the readers of the "The Routledge Companion to Corporate Branding" will get. In this collection of articles top academics share their deep knowledge, offering important information and summarising the present and future of Corporate Branding. This collection of papers is an essential reading for those who want to understand, work, research or teach in Corporate Branding – a real "must have."

- Cleopatra Veloutsou, Professor of Brand Management, University of Glasgow