Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation.

Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world.

The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.

part I|8 pages


chapter 1|6 pages


Building corporate identity, image and reputation in the digital era

part II|194 pages

Building a corporate brand identity

chapter 2|64 pages

Corporate identity

Definition and components

chapter 3|38 pages

Managing marketing competencies

A framework for understanding antecedents of marketing capability and its relation to the company's core competencies

chapter 4|27 pages


Configuring the symmetrical and asymmetrical paths to architecture in a retail setting

chapter 5|29 pages

Conceptualising sensory brand experience

Using review of knowledge fields to identify potential future research direction

chapter 7|22 pages

Aesthetic heritage and corporate branding

Luxury heritage brands between tradition and modernity

part III|160 pages

Building a corporate brand image

chapter 8|13 pages

Corporate multi-channel branding

Platforms for #CorporateBranding

chapter 9|42 pages

Value co-creation behaviour

Antecedents and consequences

chapter 12|40 pages

Behavioural intentions in the UK fashion industry

The impact of perceived fashion innovativeness on fashion brand image with the moderating role of social media marketing and lovemark

chapter 13|16 pages

Corporate brand image

Technology and innovation in e-tailing

part IV|172 pages

Building a corporate brand reputation

chapter 14|36 pages

Take a new turn

Relationships between corporate identity management and corporate reputation in a hospitality context

chapter 15|14 pages

Islamic brand love

chapter 18|20 pages

Building and sustaining personal brand

Examining the effectiveness of personal branding in the context of education