Oriol Iglesias is Associate Professor and Head of the Marketing Department at ESADE Business School, Universitat Ramon Llull. Oriol is member of the Scientific Committee of the Global Brand Conference and of the Editorial Board of the Journal of Brand Management. He has also been for 6 years a member of the Executive Committee of the European Marketing Academy (EMAC). His research focuses on corporate branding, conscientious brands, and co-creation and has been published in California Management Review, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, and European Journal of Marketing, among others.Nicholas Ind is Professor at Kristiania University College and Visiting Professor at ESADE Business School and Edinburgh Napier University. His main research interests are co-creation and conscientious brands. He is the author of 16 books and articles that have appeared in California Management Review, Journal of Brand Management, European Business Review, Business Horizons and Journal of Product and Brand Management. Majken Schultz is Professor of Management and Organization Studies at Copenhagen Business School. She is affiliated with the Centre for Organization and Time at the Department of Organization and is an international research fellow at the Centre for Corporate Reputation, Oxford University. Her work has focused on managerial and organizational issues related to identity, culture, and image, including the implications for corporate branding and use of history. She has published in the leading journals on organization studies and branding and co-written/edited more than a dozen books. She is one of the most cited professors at CBS and is Chair of Carlsberg Foundation.

• A. An introduction to the corporate brand management field 1. Introduction: Towards a paradigm shift in corporate brand management Oriol Iglesias, Nicholas Ind, and Majken Schultz 2. Demarcating the field of corporate brand management Russell Abratt and Michela Mingione 3. Corporate brand management from a co-creative perspectiveHans Mühlbacher4. Welcome to the matrix: How to find and use your corporate brand’s core identityMats Urde 5. Commentary: Towards a paradigm shift in corporate brand management Joachim Kernstock and Shaun PowellB. Building brands together: Co-creating corporate brands with multiple stakeholders 6. Embracing a co-creation paradigm of lived-experience ecosystem value creationVenkat Ramaswamy 7. Brands in Action: Understanding corporate branding dynamics from an Action Net PerspectiveSlyvia Von Wallpach and Andrea Hemetsberger 8. Reconceptualizing corporate brand identity from a co-creational perspective Catherine Da Silveira and Claudia Simoes 9. In search of corporate brand alignment: philosophical foundations and emerging trendsMichela Mingione and Russell Abratt 10. Commentary: Co-creating corporate brands with multiple stakeholdersFrancisco Guzman C. Building strong corporate brands: towards valuable and sustainable experiences 11. B*Canvas 2.0 – Holistic and co-created brand management tool and use cases for corporate brandsCarsten Baumgarth 12. Brand experience co-creation at the time of artificial intelligence Federico Mangiò, Daniela Andreini and Giuseppe Pedeliento 13. Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovationsSeidali Kurtmollaiev, Tor W. Andreassen and Line Lervik-Olsen 14. A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities Stefan Markovic, Yuqian Qiu, Cristina Sancha and Nikolina Koporcic15. Commentary: Building strong corporate brands: towards valuable and sustainable experiencesNicholas IndD. Polysemic corporate brand narratives 16. Integrating multiple voices when crafting a corporate brand narrativePaul Argenti 17. Corporate brand management and multiple voices: Polyphony or cacophony? Anna Karina Kjeldsen and Line Schmeltz18. Polysemic corporate branding: managing the idea Alessandra Zamparini, Francesco Lurati and Luca M. Visconti 19. Visitors’ destination brand engagement’s effect on co-creation: An empirical studyRaouf Rather, Linda D. Hollebeek, Dale Smith, Jana Kukk and Mojtaba Ghasemi 20. Commentary: Corporate brand narratives: Polysemy, voice and purposeJoep Cornelissen E. The Temporality of Corporate Branding: Balancing the Past and Future21. Towards a co-creational perspective on corporate heritage brandingMario Burghausen22. Cross-fertilization of heritage between product and corporate branding Fabien Pecot 23. Closing corporate branding gaps through authentic internal brand strategiesMichael Beverland and Pinar Cankurtaran 24. When history inspires brand strategy: Lessons for place brands and corporate brandsMihalis Kavaratzis 25. Commentary: Balancing the past and future in corporate brandingMajken Schultz F. Branding inside-out: Corporate culture and internal branding 26. Branding inside-out: Development of the internal branding concept Rico Piehler 27. A co-created perspective on internal branding Holger Schmidt and Pieter Steenkamp 28. Exploring how to build a strong internal brand community and its role in corporate brand co-creationSaila Saraniemi 29. Co-creating conscientious corporate brands inside-out through values-driven brandingGalina Biedenbach and Thomas Biedenbach30. Commentary: Branding inside-out: Corporate culture and internal brandingCeridwyn King

'Like seemingly everything with business these days, corporate branding is undergoing a sea change in strategy and execution. This stimulating and insightful handbook assembles some of the sharpest thinking from around the world on the most important and compelling topics in this area.'Kevin Keller, Senior Associate Dean for Marketing and Communications and E.B. Osborn Professor of Marketing, Tuck School of Business'Corporations are more than ever coming back, after being hidden by their brands during decades. Moreover the growth of the Benefit-corporation now adds a layer of purpose above the brands themselves. Clearly corporate branding needed to be reanalyzed. This is well done by this internationally co-created excellent book.'Jean-Nöel Kapferer, Emeritus Professor, HEC Paris'The Routledge Companion to Corporate Branding provides a much-needed overview of the history and evolution of corporate branding as a distinct field of study and practice as well as offering insight into its possible futures. Embracing both theoretical and practical contributions, it promises much value for anyone drawn to this rapidly expanding field.'Mary Jo Hatch, Professor Emerita, University of Virginia'When one wants to master a field, then what is really needed is a collection of high quality and well-crafted contributions from real and well recognised experts. This is exactly what the readers of The Routledge Companion to Corporate Branding will get. In this collection of articles top academics share their deep knowledge, offering important information and summarising the present and future of Corporate Branding. This collection of papers is an essential reading for those who want to understand, work, research or teach in Corporate Branding – a real "must have."'Cleopatra Veloutsou, Professor of Brand Management, University of Glasgow

Oriol Iglesias is Associate Professor and Head of the Marketing Department at ESADE Business School, Universitat Ramon Llull. Oriol is member of the Scientific Committee of the Global Brand Conference and of the Editorial Board of the Journal of Brand Management. He has also been for 6 years a member of the Executive Committee of the European Marketing Academy (EMAC). His research focuses on corporate branding, conscientious brands, and co-creation and has been published in California Management Review, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, and European Journal of Marketing, among others.Nicholas Ind is Professor at Kristiania University College and Visiting Professor at ESADE Business School and Edinburgh Napier University. His main research interests are co-creation and conscientious brands. He is the author of 16 books and articles that have appeared in California Management Review, Journal of Brand Management, European Business Review, Business Horizons and Journal of Product and Brand Management. Majken Schultz is Professor of Management and Organization Studies at Copenhagen Business School. She is affiliated with the Centre for Organization and Time at the Department of Organization and is an international research fellow at the Centre for Corporate Reputation, Oxford University. Her work has focused on managerial and organizational issues related to identity, culture, and image, including the implications for corporate branding and use of history. She has published in the leading journals on organization studies and branding and co-written/edited more than a dozen books. She is one of the most cited professors at CBS and is Chair of Carlsberg Foundation.

• A. An introduction to the corporate brand management field 1. Introduction: Towards a paradigm shift in corporate brand management Oriol Iglesias, Nicholas Ind, and Majken Schultz 2. Demarcating the field of corporate brand management Russell Abratt and Michela Mingione 3. Corporate brand management from a co-creative perspectiveHans Mühlbacher4. Welcome to the matrix: How to find and use your corporate brand’s core identityMats Urde 5. Commentary: Towards a paradigm shift in corporate brand management Joachim Kernstock and Shaun PowellB. Building brands together: Co-creating corporate brands with multiple stakeholders 6. Embracing a co-creation paradigm of lived-experience ecosystem value creationVenkat Ramaswamy 7. Brands in Action: Understanding corporate branding dynamics from an Action Net PerspectiveSlyvia Von Wallpach and Andrea Hemetsberger 8. Reconceptualizing corporate brand identity from a co-creational perspective Catherine Da Silveira and Claudia Simoes 9. In search of corporate brand alignment: philosophical foundations and emerging trendsMichela Mingione and Russell Abratt 10. Commentary: Co-creating corporate brands with multiple stakeholdersFrancisco Guzman C. Building strong corporate brands: towards valuable and sustainable experiences 11. B*Canvas 2.0 – Holistic and co-created brand management tool and use cases for corporate brandsCarsten Baumgarth 12. Brand experience co-creation at the time of artificial intelligence Federico Mangiò, Daniela Andreini and Giuseppe Pedeliento 13. Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovationsSeidali Kurtmollaiev, Tor W. Andreassen and Line Lervik-Olsen 14. A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities Stefan Markovic, Yuqian Qiu, Cristina Sancha and Nikolina Koporcic15. Commentary: Building strong corporate brands: towards valuable and sustainable experiencesNicholas IndD. Polysemic corporate brand narratives 16. Integrating multiple voices when crafting a corporate brand narrativePaul Argenti 17. Corporate brand management and multiple voices: Polyphony or cacophony? Anna Karina Kjeldsen and Line Schmeltz18. Polysemic corporate branding: managing the idea Alessandra Zamparini, Francesco Lurati and Luca M. Visconti 19. Visitors’ destination brand engagement’s effect on co-creation: An empirical studyRaouf Rather, Linda D. Hollebeek, Dale Smith, Jana Kukk and Mojtaba Ghasemi 20. Commentary: Corporate brand narratives: Polysemy, voice and purposeJoep Cornelissen E. The Temporality of Corporate Branding: Balancing the Past and Future21. Towards a co-creational perspective on corporate heritage brandingMario Burghausen22. Cross-fertilization of heritage between product and corporate branding Fabien Pecot 23. Closing corporate branding gaps through authentic internal brand strategiesMichael Beverland and Pinar Cankurtaran 24. When history inspires brand strategy: Lessons for place brands and corporate brandsMihalis Kavaratzis 25. Commentary: Balancing the past and future in corporate brandingMajken Schultz F. Branding inside-out: Corporate culture and internal branding 26. Branding inside-out: Development of the internal branding concept Rico Piehler 27. A co-created perspective on internal branding Holger Schmidt and Pieter Steenkamp 28. Exploring how to build a strong internal brand community and its role in corporate brand co-creationSaila Saraniemi 29. Co-creating conscientious corporate brands inside-out through values-driven brandingGalina Biedenbach and Thomas Biedenbach30. Commentary: Branding inside-out: Corporate culture and internal brandingCeridwyn King

'Like seemingly everything with business these days, corporate branding is undergoing a sea change in strategy and execution. This stimulating and insightful handbook assembles some of the sharpest thinking from around the world on the most important and compelling topics in this area.'Kevin Keller, Senior Associate Dean for Marketing and Communications and E.B. Osborn Professor of Marketing, Tuck School of Business'Corporations are more than ever coming back, after being hidden by their brands during decades. Moreover the growth of the Benefit-corporation now adds a layer of purpose above the brands themselves. Clearly corporate branding needed to be reanalyzed. This is well done by this internationally co-created excellent book.'Jean-Nöel Kapferer, Emeritus Professor, HEC Paris'The Routledge Companion to Corporate Branding provides a much-needed overview of the history and evolution of corporate branding as a distinct field of study and practice as well as offering insight into its possible futures. Embracing both theoretical and practical contributions, it promises much value for anyone drawn to this rapidly expanding field.'Mary Jo Hatch, Professor Emerita, University of Virginia'When one wants to master a field, then what is really needed is a collection of high quality and well-crafted contributions from real and well recognised experts. This is exactly what the readers of The Routledge Companion to Corporate Branding will get. In this collection of articles top academics share their deep knowledge, offering important information and summarising the present and future of Corporate Branding. This collection of papers is an essential reading for those who want to understand, work, research or teach in Corporate Branding – a real "must have."'Cleopatra Veloutsou, Professor of Brand Management, University of Glasgow

Oriol Iglesias is Associate Professor and Head of the Marketing Department at ESADE Business School, Universitat Ramon Llull. Oriol is member of the Scientific Committee of the Global Brand Conference and of the Editorial Board of the Journal of Brand Management. He has also been for 6 years a member of the Executive Committee of the European Marketing Academy (EMAC). His research focuses on corporate branding, conscientious brands, and co-creation and has been published in California Management Review, Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, and European Journal of Marketing, among others.Nicholas Ind is Professor at Kristiania University College and Visiting Professor at ESADE Business School and Edinburgh Napier University. His main research interests are co-creation and conscientious brands. He is the author of 16 books and articles that have appeared in California Management Review, Journal of Brand Management, European Business Review, Business Horizons and Journal of Product and Brand Management. Majken Schultz is Professor of Management and Organization Studies at Copenhagen Business School. She is affiliated with the Centre for Organization and Time at the Department of Organization and is an international research fellow at the Centre for Corporate Reputation, Oxford University. Her work has focused on managerial and organizational issues related to identity, culture, and image, including the implications for corporate branding and use of history. She has published in the leading journals on organization studies and branding and co-written/edited more than a dozen books. She is one of the most cited professors at CBS and is Chair of Carlsberg Foundation.

• A. An introduction to the corporate brand management field 1. Introduction: Towards a paradigm shift in corporate brand management Oriol Iglesias, Nicholas Ind, and Majken Schultz 2. Demarcating the field of corporate brand management Russell Abratt and Michela Mingione 3. Corporate brand management from a co-creative perspectiveHans Mühlbacher4. Welcome to the matrix: How to find and use your corporate brand’s core identityMats Urde 5. Commentary: Towards a paradigm shift in corporate brand management Joachim Kernstock and Shaun PowellB. Building brands together: Co-creating corporate brands with multiple stakeholders 6. Embracing a co-creation paradigm of lived-experience ecosystem value creationVenkat Ramaswamy 7. Brands in Action: Understanding corporate branding dynamics from an Action Net PerspectiveSlyvia Von Wallpach and Andrea Hemetsberger 8. Reconceptualizing corporate brand identity from a co-creational perspective Catherine Da Silveira and Claudia Simoes 9. In search of corporate brand alignment: philosophical foundations and emerging trendsMichela Mingione and Russell Abratt 10. Commentary: Co-creating corporate brands with multiple stakeholdersFrancisco Guzman C. Building strong corporate brands: towards valuable and sustainable experiences 11. B*Canvas 2.0 – Holistic and co-created brand management tool and use cases for corporate brandsCarsten Baumgarth 12. Brand experience co-creation at the time of artificial intelligence Federico Mangiò, Daniela Andreini and Giuseppe Pedeliento 13. Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovationsSeidali Kurtmollaiev, Tor W. Andreassen and Line Lervik-Olsen 14. A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities Stefan Markovic, Yuqian Qiu, Cristina Sancha and Nikolina Koporcic15. Commentary: Building strong corporate brands: towards valuable and sustainable experiencesNicholas IndD. Polysemic corporate brand narratives 16. Integrating multiple voices when crafting a corporate brand narrativePaul Argenti 17. Corporate brand management and multiple voices: Polyphony or cacophony? Anna Karina Kjeldsen and Line Schmeltz18. Polysemic corporate branding: managing the idea Alessandra Zamparini, Francesco Lurati and Luca M. Visconti 19. Visitors’ destination brand engagement’s effect on co-creation: An empirical studyRaouf Rather, Linda D. Hollebeek, Dale Smith, Jana Kukk and Mojtaba Ghasemi 20. Commentary: Corporate brand narratives: Polysemy, voice and purposeJoep Cornelissen E. The Temporality of Corporate Branding: Balancing the Past and Future21. Towards a co-creational perspective on corporate heritage brandingMario Burghausen22. Cross-fertilization of heritage between product and corporate branding Fabien Pecot 23. Closing corporate branding gaps through authentic internal brand strategiesMichael Beverland and Pinar Cankurtaran 24. When history inspires brand strategy: Lessons for place brands and corporate brandsMihalis Kavaratzis 25. Commentary: Balancing the past and future in corporate brandingMajken Schultz F. Branding inside-out: Corporate culture and internal branding 26. Branding inside-out: Development of the internal branding concept Rico Piehler 27. A co-created perspective on internal branding Holger Schmidt and Pieter Steenkamp 28. Exploring how to build a strong internal brand community and its role in corporate brand co-creationSaila Saraniemi 29. Co-creating conscientious corporate brands inside-out through values-driven brandingGalina Biedenbach and Thomas Biedenbach30. Commentary: Branding inside-out: Corporate culture and internal brandingCeridwyn King

'Like seemingly everything with business these days, corporate branding is undergoing a sea change in strategy and execution. This stimulating and insightful handbook assembles some of the sharpest thinking from around the world on the most important and compelling topics in this area.'Kevin Keller, Senior Associate Dean for Marketing and Communications and E.B. Osborn Professor of Marketing, Tuck School of Business'Corporations are more than ever coming back, after being hidden by their brands during decades. Moreover the growth of the Benefit-corporation now adds a layer of purpose above the brands themselves. Clearly corporate branding needed to be reanalyzed. This is well done by this internationally co-created excellent book.'Jean-Nöel Kapferer, Emeritus Professor, HEC Paris'The Routledge Companion to Corporate Branding provides a much-needed overview of the history and evolution of corporate branding as a distinct field of study and practice as well as offering insight into its possible futures. Embracing both theoretical and practical contributions, it promises much value for anyone drawn to this rapidly expanding field.'Mary Jo Hatch, Professor Emerita, University of Virginia'When one wants to master a field, then what is really needed is a collection of high quality and well-crafted contributions from real and well recognised experts. This is exactly what the readers of The Routledge Companion to Corporate Branding will get. In this collection of articles top academics share their deep knowledge, offering important information and summarising the present and future of Corporate Branding. This collection of papers is an essential reading for those who want to understand, work, research or teach in Corporate Branding – a real "must have."'Cleopatra Veloutsou, Professor of Brand Management, University of Glasgow