New Book: Advances in Corporate Branding

Alongside the launch of the Journal of Brand Management: Advanced Collections series a new book has been published edited by John M.T. Balmer, Shaun M. Powell, Joachim Kernstock and Tim O. Brexendorf focused upon Corporate Branding. This prestigious edited collection discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management. 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. It also includes a leading Chapter via the editors providing further insights into the field and outlining a number of future research avenues. Further reading