The Routledge Companion to Corporate Branding

ISBN-13: 9780367476632 / Angielski / Twarda / 2022 / 512 str.

Oriol Iglesias; Nicholas Ind; Majken Schultz

Opis

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.

Recenzje

'Like seemingly everything with business these days, corporate branding is undergoing a sea change in strategy and execution. This stimulating and insightful handbook assembles some of the sharpest thinking from around the world on the most important and compelling topics in this area.'

Kevin Keller, Senior Associate Dean for Marketing and Communications and E.B. Osborn Professor of Marketing, Tuck School of Business

'Corporations are more than ever coming back, after being hidden by their brands during decades. Moreover the growth of the Benefit-corporation now adds a layer of purpose above the brands themselves. Clearly corporate branding needed to be reanalyzed. This is well done by this internationally co-created excellent book.'

Jean-Nöel Kapferer, Emeritus Professor, HEC Paris

'The Routledge Companion to Corporate Branding provides a much-needed overview of the history and evolution of corporate branding as a distinct field of study and practice as well as offering insight into its possible futures. Embracing both theoretical and practical contributions, it promises much value for anyone drawn to this rapidly expanding field.'

Mary Jo Hatch, Professor Emerita, University of Virginia

'When one wants to master a field, then what is really needed is a collection of high quality and well-crafted contributions from real and well recognised experts. This is exactly what the readers of The Routledge Companion to Corporate Branding will get. In this collection of articles top academics share their deep knowledge, offering important information and summarising the present and future of Corporate Branding. This collection of papers is an essential reading for those who want to understand, work, research or teach in Corporate Branding - a real "must have."'

Cleopatra Veloutsou, Professor of Brand Management, University of Glasgow