Advances in Corporate Branding

1. Introduction: Current State and Future Directions for Research on Corporate Brand Management
John M. T. Balmer, Shaun M. Powell, Joachim Kernstock, Tim Oliver Brexendorf

2. Explicating Corporate Brands and Their Management: Reflections and Directions from 1995
John M. T. Balmer

3. The Importance of Corporate Brand Personality Traits to a Successful 21st Century Business
Kevin Lane Keller, Keith Richey

4. Managing the Franchised Brand: The Franchisees’ Perspective
Leyland Pitt, Julie Napoli, Rian Merwe

5. Alliance Brands: Building Corporate Brands through Strategic Alliances?
Hong-Wei He, John M. T. Balmer

6. The Role of Internal Branding in the Delivery of Employee Brand Promise
Khanyapuss Punjaisri, Alan Wilson

7. An Integrated Approach to Corporate Branding
Nicholas Ind

8. Finding Sources of Brand Value: Developing a Stakeholder Model of Brand Equity
Richard Jones

9. The Organic View of the Brand: A Brand Value Co-creation Model
Oriol Iglesias, Nicholas Ind, Manuel Alfaro

10. Corporate Brand Orientation: What Is It? What of It?
John M. T. Balmer

Keywords: Business and Management, Customer Relationship Management, Business Strategy/Leadership, Organization