ABSTRACT
This chapter discusses the issues of corporate branding from the different geographical areas of Europe, the USA, Asia and New Zealand. The antecedents of both the practice and study of corporate branding can be found initially in the corporate image construct, and then later in the concept of corporate identity. The chapter addresses the potential future of and challenges for corporate brands facing both practitioners and scholars in terms of the geographical areas. It also describes the dominance of Western corporate brands, many of which have a heritage that is centuries old, is being challenged by the commercial activities of newer corporations in developing and emerging economies. The chapter then considers the future and challenges in corporate branding areas, arenas and approaches. In respect of areas, corporate brands expand their operations globally through mergers and acquisitions. Finally, the chapter concludes the different methods and approaches in corporate brand research, and differing methods and approaches applied to corporate brand research design.
