Table of contents

  1. Front Matter
    Pages i-xii
  2. T. C. Melewar, Elif Karaosmanoğlu
    Pages 1-4
  3. Robert McMurrian, Judith H. Washburn
    Pages 5-22
  4. Tatiana Anisimova, Felix Mavondo
    Pages 47-65
  5. Shaun M. Powell
    Pages 115-137
  6. Patrick Cettier, Bernd Schmitt
    Pages 166-186
  7. Back Matter
    Pages 227-230

About this book


A new look at the latest thinking and issues in the areas of branding, identity and communication, drawing on recent academic and practical thought on corporate branding. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.


brand branding communication corporate identity Image marketing reputation strategic management

Editors and affiliations

  • T. C. Melewar
    • 1
  • Elif Karaosmanoğlu
    • 2
  1. 1.Brunel Business SchoolUK
  2. 2.ITU Faculty of ManagementTurkey

Bibliographic information