Advances in Corporate Branding

  • John M. T. Balmer
  • Shaun M. Powell
  • Joachim Kernstock
  • Tim Oliver Brexendorf

Part of the Journal of Brand Management: Advanced Collections book series (JBMAC)

Table of contents

  1. Front Matter
    Pages i-xiii
  2. John M. T. Balmer, Shaun M. Powell, Joachim Kernstock, Tim Oliver Brexendorf
    Pages 1-21
  3. Leyland Pitt, Julie Napoli, Rian Van Der Merwe
    Pages 59-71
  4. Khanyapuss Punjaisri, Alan Wilson
    Pages 91-108
  5. Oriol Iglesias, Nicholas Ind, Manuel Alfaro
    Pages 148-174
  6. Back Matter
    Pages 203-205

About this book


This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.


brand management customer stakeholder society Journal of brand management

Editors and affiliations

  • John M. T. Balmer
    • 1
  • Shaun M. Powell
    • 2
  • Joachim Kernstock
    • 3
  • Tim Oliver Brexendorf
    • 4
  1. 1.Brunel University LondonUK
  2. 2.University of WollongongAustralia
  3. 3.Center of Competence for Brand ManagementSwitzerland
  4. 4.WHU - Otto Beisheim School of ManagementGermany

Bibliographic information