Routledge Companion to Corporate Branding

<p>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. </p><p>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. </p><p>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.</p> <p><strong>A. An introduction to the corporate brand management field </strong></p><p>1. Introduction: Towards a paradigm shift in corporate brand management </p><p>Oriol Iglesias, Nicholas Ind, and Majken Schultz </p><p>2. Demarcating the field of corporate brand management </p><p>Russell Abratt and Michela Mingione </p><p>3. Corporate brand management from a co-creative perspective</p><p>Hans Mühlbacher</p><p>4. Welcome to the matrix: How to find and use your corporate brand’s core identity</p><p>Mats Urde </p><p>5. Commentary: Towards a paradigm shift in corporate brand management </p><p>Joachim Kernstock and Shaun Powell</p><p>B. Building brands together: Co-creating corporate brands with multiple stakeholders </p><p>6. Embracing a co-creation paradigm of lived-experience ecosystem value creation</p><p>Venkat Ramaswamy </p><p>7. Brands in Action: Understanding corporate branding dynamics from an Action Net Perspective</p><p>Slyvia Von Wallpach and Andrea Hemetsberger </p><p>8. Reconceptualizing corporate brand identity from a co-creational perspective </p><p>Catherine Da Silveira and Claudia Simoes </p><p>9. In search of corporate brand alignment: philosophical foundations and emerging trends</p><p>Michela Mingione and Russell Abratt </p><p>10. Commentary: Co-creating corporate brands with multiple stakeholders</p><p>Francisco Guzman </p><p><b>C. Building strong corporate brands: towards valuable and sustainable experiences</b> </p><p>11. B*Canvas 2.0 – Holistic and co-created brand management tool and use cases for corporate brands</p><p><i>Carsten Baumgarth </i></p><p>12. Brand experience co-creation at the time of artificial intelligence </p><p>Federico Mangiò, Daniela Andreini and Giuseppe Pedeliento </p><p>13. Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovations</p><p>Seidali Kurtmollaiev, Tor W. Andreassen and Line Lervik-Olsen </p><p>14. A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities </p><p>Stefan Markovic, Yuqian Qiu, Cristina Sancha and Nikolina Koporcic</p><p>15. Commentary: Building strong corporate brands: towards valuable and sustainable experiences</p><p>Nicholas Ind</p><p><b>D. Polysemic corporate brand narratives</b> </p><p>16. Integrating multiple voices when crafting a corporate brand narrative</p><p>Paul Argenti </p><p>17. Corporate brand management and multiple voices: Polyphony or cacophony? </p><p>Anna Karina Kjeldsen and Line Schmeltz</p><p>18. Polysemic corporate branding: managing the idea </p><p>Alessandra Zamparini, Francesco Lurati and Luca M. Visconti </p><p>19. Visitors’ destination brand engagement’s effect on co-creation: An empirical study</p><p>Raouf Rather, Linda D. Hollebeek, Dale Smith, Jana Kukk and Mojtaba Ghasemi </p><p>20. Commentary: Corporate brand narratives: Polysemy, voice and purpose</p><p>Joep Cornelissen </p><p>E. The Temporality of Corporate Branding: Balancing the Past and Future</p><p>21. Towards a co-creational perspective on corporate heritage branding</p><p>Mario Burghausen</p><p>22. Cross-fertilization of heritage between product and corporate branding </p><p>Fabien Pecot </p><p>23. Closing corporate branding gaps through authentic internal brand strategies</p><p>Michael Beverland and Pinar Cankurtaran </p><p>24. When history inspires brand strategy: Lessons for place brands and corporate brands</p><p>Mihalis Kavaratzis </p><p>25. Commentary: Balancing the past and future in corporate branding</p><p>Majken Schultz </p><p>F. Branding inside-out: Corporate culture and internal branding </p><p>26. Branding inside-out: Development of the internal branding concept </p><p>Rico Piehler </p><p>27. A co-created perspective on internal branding </p><p>Holger Schmidt and Pieter Steenkamp </p><p>28. Exploring how to build a strong internal brand community and its role in corporate brand co-creation</p><p>Saila Saraniemi </p><p>29. Co-creating conscientious corporate brands inside-out through values-driven branding</p><p>Galina Biedenbach and Thomas Biedenbach</p><p>30. Commentary: Branding inside-out: Corporate culture and internal branding</p><p>Ceridwyn King </p>