Advances in Corporate Branding

What is it about?

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.

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Why is it important?

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