The Routledge Companion to Corporate Branding

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.

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