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.

Part I: Introduction 1.Introduction: Building Corporate Identity, Image and Reputation in the Digital Era Part II: Building a Corporate Brand Identity 2.Corporate identity: Definition and Component 3.Managing Marketing Competencies: A framework for understanding antecedents of marketing capability and its relation to company’s core competencies 4.Reputation: Configuring the Symmetrical and Asymmetrical Paths to Architecture in a Retail Setting 5.Conceptualising Sensory Brand Experience: Using Review of Knowledge Fields and Bibliometric Data to Identify Potential Future Research Direction 6.Corporate brand identity: Virtual space 7.Aesthetic heritage and corporate branding: Luxury heritage brands between tradition and modernity Part III: Building a Corporate Brand Image 8.Corporate Multi-Channel Branding: Platforms for #CorporateBranding 9.Value co-creation behaviour: Antecedents and Consequences 10.An assessment of Customer Experience Concept: Looking Back to Move Forward 11.Employees occupational identity 12.Behavioral intentions in the UK fashion industry: The impact of perceived fashion innovativeness on fashion brand image with the moderating role of social media marketing and lovemark 13.Corporate brand image: Technology and innovation in e-tailing Part IV: Building a Corporate Brand Reputation 14.Take a New Turn: Relationships between corporate identity management and corporate reputation in a hospitality context 15.Islamic Brand Love 16.Societal corporate branding and political discourse: where brand ethics meets with consumers’ clicktivism 17.Brand Knowledge, Brand Community and Brand Engagement 18.Building and Sustaining Personal Brand: Examining the Effectiveness of Personal Branding in the Context of Education 19.How the digital environment and its user experience effects the customer’s perception of luxury brands and co-creation of Brand Value 20.Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation

"This proposed edited collection will offer a timely updating of the theory and practice of corporate identity, image and reputation to reflect the realities of the contemporary digital era, acknowledging the increasing variety of technology-mediated means by which consumers engage with brands. The breadth of the range of proposed contributions to this volume indicate that it will provide a comprehensive overview of this vitally important aspect of marketing practice".-Professor Gary Warnaby, Marketing Retail & Tourism / Institute of Place Management"This excellent book edited by professors Melewar, Dennis and Foroudi is a welcome addition to the corporate branding literature. It provides both academic rigor through systematic analyses and syntheses of literature on a wide range of topics within the area, and practical relevance through in-depth cases that help students and practitioners to apply the concepts in real life." -Guido Berens, Editor in Chief – Corporate Reputation Review