Introduction

Corporate branding, identity, image and reputation have become increasingly important in academic research and management practice. The growth has been driven in large part by the prodigious, prestigious research and publication output of researchers in a handful of business schools over a couple of decades. From early work on corporate visual identity published in world-leading journals such as Journal of International Business Studies, as far back as the previous millennium, these scholars’ works have led the development of scales for corporate visual identity, progressing to a research agenda encompassing all aspects of corporate branding, identity, image and reputation across a wide spectrum of traditional and new channels.