1st Edition
The Routledge Companion to Corporate Branding
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.
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
Biography
Oriol Iglesias is Associate Professor and Head of the Marketing Department at ESADE Business School, Universitat Ramon Llull. 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 a member of the Executive Committee of the European Marketing Academy (EMAC). His research focuses on corporate branding, conscientious brands, and co-creation and has been published in California Management Review, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, and European Journal of Marketing, among others.
Nicholas Ind is Professor at Kristiania University College and 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 and is an international research fellow at the Centre for Corporate Reputation, Oxford University. Her work has focused on managerial and organizational issues related to identity, culture, and image, including the implications for corporate branding and use of history. She has published in the leading journals on organization studies and branding and co-written/edited more than a dozen books. She is one of the most cited professors at CBS and is Chair of Carlsberg Foundation.
'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-Nöel 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 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
