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Introduction: Current State and Future Directions for Research on Corporate Brand Management

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Advances in Corporate Branding

Part of the book series: Journal of Brand Management: Advanced Collections ((JBMAC))

Abstract

In this opening section, entitled “Corporate brands in context,” the nature of corporate brands and the fundamentals of corporate brand management are succinctly delineated.

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Authors
  1. John M. T. Balmer
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  2. Shaun M. Powell
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  3. Joachim Kernstock
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  4. Tim Oliver Brexendorf
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Editor information

Editors and Affiliations

  1. Brunel University London, UK

    John M. T. Balmer

  2. University of Wollongong, Australia

    Shaun M. Powell

  3. Center of Competence for Brand Management, Switzerland

    Joachim Kernstock

  4. WHU - Otto Beisheim School of Management, Germany

    Tim Oliver Brexendorf

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© 2017 The Editor(s)

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Balmer, J.M.T., Powell, S.M., Kernstock, J., Brexendorf, T.O. (2017). Introduction: Current State and Future Directions for Research on Corporate Brand Management. In: Balmer, J.M.T., Powell, S.M., Kernstock, J., Brexendorf, T.O. (eds) Advances in Corporate Branding. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-352-00008-5_1

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