"Brands - corporate, products, service- today are collectively defined by their customers, , deriving from personal experiences and word-of-mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. The book provides scholars,...

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...