The Routledge Companion to Corporate Branding / Oriol Iglesias, Nicholas Ind, Majken Schultz
Publication year: 2022
ISBN: 9780367476632
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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 brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture.
Subject: Business, Marketing, Advertising, International Marketing, Marketing Communications, Marketing Management, Public Relations, Relationship Marketing, Brand Management
