ABSTRACT
This commentary outlines the content of the four chapters in this section of the book that focus f on the ways corporate branding contributes to valuable and sustainable experiences. Chapter C11 provides a managerial perspective and presents a model that managers can use to evaluate their corporate brands and to build brand equity for both start-ups and well-established brands. Chapter C12 covers the role of artificial intelligence (AI) in building brands and creating valuable experiences. The authors analyse the opportunities that AI offers, but also note the challenges. Chapter C13 uses research to provide an intriguing insight into consumer perspectives on innovation and the way in which social and environmental innovation can coalesce with commercial innovation to enhance customer loyalty. Chapter C14 provides an analysis of research into sustainability in the context of corporate services branding. The authors note the lack of integrated studies but also observe the potential positive outcomes of incorporating sustainability into the brand. The commentary weaves together the chapter themes and connects them to the need for corporate brands to be relevant and responsive. Finally, the commentary concludes with suggestions for future research.
