Advances in Corporate Branding

• Corporate Author: SpringerLink (Online service)
• Other Authors: Balmer, John M. T. (Editor), Powell, Shaun M. (Editor), Kernstock, Joachim (Editor), Brexendorf, Tim Oliver (Editor)
• Format: Electronic eBook
• Language: English
• Published: London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2017.
• Series: Journal of Brand Management: Advanced Collections
• Subjects: Business.; Customer relations > Management.; Leadership.; Organization.; Planning.; Business and Management.; Customer Relationship Management.; Business Strategy/Leadership.
• Physical Description: XIII, 205 p. online resource.
• ISBN: 9781352000085

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'.