The Routledge Companion to Corporate Branding - 9780367476632

Taylor & Francis

The Routledge Companion to Corporate BrandingAuthor(s): Oriol Iglesias, Nicholas Ind, Majken Schultz\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780367476632, 978-0367476632\nSynopsis\nThis 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. \n\nThe volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate bran.