The Routledge Companion to Corporate Branding

A comprehensive reference work that provides students and researchers with an overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management. The book is organized into 6 thematic sections, with each chapter offering a deep reflection on current knowledge and offering a roadmap for future research avenues. Written by an international selection of leading authors, the book is primarily for students, scholars, and researchers in management, marketing, and brand management.

Format: Hardback
Length: 512 pages
Publication date: 29 April 2022
Publisher: Taylor & Francis Ltd

This comprehensive companion serves as a prestigious reference work, providing students and researchers with a thorough exploration of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management. Representing a significant shift in the literature, it offers a holistic perspective on this evolving field. Comprising 30 chapters, the volume is organized into six thematic sections. The first section serves as an introductory guide, highlighting the evolution of brand management thought over time, introducing the corporate brand management domain, discussing the current debates in the literature, and exploring the key dimensions of the emerging corporate brand management paradigm.

The subsequent five sections delve into one of the fundamental aspects that define this emerging approach: co-creation, sustainability, polysemic corporate narratives, transformation (history and future), and corporate culture. Each chapter provides a deep reflection on the current knowledge, emphasizing the most relevant debates and tensions, and offering a roadmap for future research avenues. The final chapter of each section is a commentary written by a senior leading scholar in the corporate brand management field.

This wide-ranging reference work is primarily designed for students, scholars, and researchers in management, marketing, and brand management, serving as a single repository for the most current state of knowledge, ongoing debates, and relevant literature. Authored by an international selection of esteemed authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced and authoritative overview of the field, offering convenient access to an emerging perspective on corporate brand management.

Weight: 453g
Dimension: 246 x 174 (mm)
ISBN-13: 9780367476632