Commentary on 'Towards a Paradigm Shift in Corporate Brand Management'

This commentary reflects on three chapters provided by Russell Abratt and Michela Mingione, Hans Mühlbacher, and Mats Urde. Key facets of corporate brand management are highlighted including corporate identity, corporate reputation and corporate social responsibility. Ten schools of thought are additionally discussed, including the co-creative perspective, as well as risks and implications of co-creation for leadership with examples. Three tools are also outlined that can aid with the application of corporate brand identity management in practice, including the AC4ID test, the brand steering wheel and the Corporate Brand Identity Matrix. Finally, five recent and growing research streams are delineated from within the corporate brand management domain.