This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.

Accompanied by an introductory chapter to provide further insights into the field and future research avenues Includes nascent and burgeoning research topics to aid PhD and advanced students Highlights the evolution of corporate brand management and discusses the impact on organizations and employees

Autorentext

John M.T. Balmer is Professor of Corporate Marketing at Brunel Business School, London, UK, and quondam Professor of Corporate Brand/Identity Management at Bradford School of Management, UK. Credited with formally introducing the corporate brand notion in 1995, since the early 1990s he has been a leading proponent of the strategic importance of corporate identity and corporate brands. He is the Chairman of the Board of Senior Consultant editors of the Journal of Brand Management; founder of the International Corporate Identity Group (ICIG) and founder and Chairman of the International Symposium on Corporate Heritage.

Shaun M. Powell is a Senior Lecturer of Marketing, University of Wollongong, Australia. He has published in a number of high tier International Journals and is an experienced Journal Guest Editor. Shaun has worked in a number of Universities in Australia and the UK, as well as a visiting scholar in other parts of Europe and Asia. He is Co-Editor-in-Chief of the Journal of Brand Management and a long term member plus web site co-editor for the International Corporate Identity Group (ICIG).

Joachim Kernstock is Head of Centre of Competence for Brand Management (KMSG) and a lecturer of Marketing at the University of St. Gallen, Switzerland. He is an experienced corporate brand strategy advisor and works with leading Swiss and European corporates as well as SMEs. He has published several books and in a number of international referred journals, and is also Co-Editor-in-Chief of the Journal of Brand Management.

Tim Oliver Brexendorf is Professor of Marketing and Director of the Henkel Center for Consumer Goods (HCCG) at WHU - Otto Beisheim School of Management, Germany, and also a permanent visiting researcher at Tuck School of Business at Dartmouth College, US. His work has been published in a number of leading International Journals and he is the author of an edited book on brand management. He is also Co-Editor-in-Chiefof the Journal of Brand Management.

Inhalt

Chapter 1 Introduction: Current state and future directions for research on corporate brand management.- Chapter 2 Explicating corporate brands and their management: Reflections and directions from 1995.- Chapter 3 The importance of corporate brand personality traits to a successful 21st century business.- Chapter 4 Managing the franchised brand: The franchisees' perspective.- Chapter 5 Alliance brands: Building corporate brands through strategic alliances?.- Chapter 6 The role of internal branding in the delivery of employee brand promise.- Chapter 7 An integrated approach to corporate branding.- Chapter 8 Finding sources of brand value: Developing a stakeholder model of brand equity.- Chapter 9 The organic view of the brand: A brand value co-creation model.- Chapter 10 Corporate brand orientation: What is it? What of it?.