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

  • John M. T. Balmer
  • Shaun M. Powell
  • Joachim Kernstock
  • Tim Oliver Brexendorf
Part of the Journal of Brand Management: Advanced Collections book series (JBMAC)


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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Copyright information

© The Editor(s) 2017

Authors and Affiliations

  • John M. T. Balmer
  • Shaun M. Powell
  • Joachim Kernstock
  • Tim Oliver Brexendorf

There are no affiliations available

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