The Routledge companion to corporate branding / edited by Oriol Iglesias, Nicholas Ind and Majken Schultz.

Contributor(s):

Material type: Text

TextSeries: Routledge companions in business, management & marketingPublisher: New York, NY : Routledge, 2022Edition: First Edition.Description: xxii, 511 pages illustrations, diagramsISBN:

9781032252599

Subject(s):

LOC classification:

HF5415.1255 .R687 2022

Contents:

A. An introduction to the corporate brand management field — Introduction: Towards a paradigm shift in corporate brand management — Demarcating the field of corporate brand management — Corporate brand management from a co-creative perspective — Welcome to the matrix: How to find and use your corporate brand’s core identity — Commentary: Towards a paradigm shift in corporate brand management B. Building brands together: Co-creating corporate brands with multiple stakeholders — Embracing a co-creation paradigm of lived-experience ecosystem value creation — Brands in Action: Understanding corporate branding dynamics from an Action Net Perspective — Reconceptualizing corporate brand identity from a co-creational perspective — In search of corporate brand alignment: philosophical foundations and emerging trends — Commentary: Co-creating corporate brands with multiple stakeholders C. Building strong corporate brands: towards valuable and sustainable experiences — B*Canvas 2.0 – Holistic and co-created brand management tool and use cases for corporate brands — Brand experience co-creation at the time of artificial intelligence — Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovations — A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities — Commentary: Building strong corporate brands: towards valuable and sustainable experiences D. Polysemic corporate brand narratives — Integrating multiple voices when crafting a corporate brand narrative — Corporate brand management and multiple voices: Polyphony or cacophony? — Polysemic corporate branding: managing the idea — Visitors’ destination brand engagement’s effect on co-creation: An empirical study — Commentary: Corporate brand narratives: Polysemy, voice and purpose E. The Temporality of Corporate Branding: Balancing the Past and Future — Towards a co-creational perspective on corporate heritage branding — Cross-fertilization of heritage between product and corporate branding — Closing corporate branding gaps through authentic internal brand strategies — When history inspires brand strategy: Lessons for place brands and corporate brands — Commentary: Balancing the past and future in corporate branding F. Branding inside-out: Corporate culture and internal branding — Branding inside-out: Development of the internal branding concept — A co-created perspective on internal branding — Exploring how to build a strong internal brand community and its role in corporate brand co-creation — Co-creating conscientious corporate brands inside-out through values-driven branding — Commentary: Branding inside-out: Corporate culture and internal branding.

Summary: 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. Provided by publisher.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	TBS Barcelona	HF5415.1255 ROU (Browse shelf(Opens below))	1	Available		b06000

Includes bibliographical references and index.

A. An introduction to the corporate brand management field —
Introduction: Towards a paradigm shift in corporate brand management —
Demarcating the field of corporate brand management —
Corporate brand management from a co-creative perspective —
Welcome to the matrix: How to find and use your corporate brand’s core identity —
Commentary: Towards a paradigm shift in corporate brand management

B. Building brands together: Co-creating corporate brands with multiple stakeholders —
Embracing a co-creation paradigm of lived-experience ecosystem value creation —
Brands in Action: Understanding corporate branding dynamics from an Action Net Perspective —
Reconceptualizing corporate brand identity from a co-creational perspective —
In search of corporate brand alignment: philosophical foundations and emerging trends —
Commentary: Co-creating corporate brands with multiple stakeholders

C. Building strong corporate brands: towards valuable and sustainable experiences —
B*Canvas 2.0 – Holistic and co-created brand management tool and use cases for corporate brands —
Brand experience co-creation at the time of artificial intelligence —
Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovations —
A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities —
Commentary: Building strong corporate brands: towards valuable and sustainable experiences

D. Polysemic corporate brand narratives —
Integrating multiple voices when crafting a corporate brand narrative —
Corporate brand management and multiple voices: Polyphony or cacophony? —
Polysemic corporate branding: managing the idea —
Visitors’ destination brand engagement’s effect on co-creation: An empirical study —
Commentary: Corporate brand narratives: Polysemy, voice and purpose

E. The Temporality of Corporate Branding: Balancing the Past and Future —
Towards a co-creational perspective on corporate heritage branding —
Cross-fertilization of heritage between product and corporate branding —
Closing corporate branding gaps through authentic internal brand strategies —
When history inspires brand strategy: Lessons for place brands and corporate brands —
Commentary: Balancing the past and future in corporate branding

F. Branding inside-out: Corporate culture and internal branding —
Branding inside-out: Development of the internal branding concept —
A co-created perspective on internal branding —
Exploring how to build a strong internal brand community and its role in corporate brand co-creation —
Co-creating conscientious corporate brands inside-out through values-driven branding —
Commentary: Branding inside-out: Corporate culture and internal 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. Provided by publisher.