2017 | OriginalPaper | Chapter
Introduction: Current State and Future Directions for Research on Corporate Brand Management
Authors : John M. T. Balmer, Shaun M. Powell, Joachim Kernstock, Tim Oliver Brexendorf
Published in: Advances in Corporate Branding
Publisher: Palgrave Macmillan UK
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In this opening section, entitled “Corporate brands in context,” the nature of corporate brands and the fundamentals of corporate brand management are succinctly delineated.