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,...

Cover -- Half Title -- Series -- Title -- Copyright -- Dedication -- Table of Contents -- List of contributors -- Acknowledgments -- A An introduction to the corporate brand management field -- 1 Towards a paradigm shift in corporate branding -- 2 Demarcating the field of corporate brand...