Dr Sharifah Alwi, Lecturer in Corporate Brand Marketing at Brunel Business School, Brunel University London has co-authored a new book on ‘Corporate Branding: Areas, arenas and approaches’ along with Professor TC Melewar, Middlesex University. The book was published on 1st May 2015.
The growing interest in the subject of corporate branding in recent years amongst academics and practitioners lies in the belief that a business operating in a competitive market gains reputational value from a strong corporate brand image. However, there have been only limited empirical studies in understanding, what does the concept means, how it is operationalised and the type of research designs and methods used. The research examples of how it works in different countries or parts of the world are issues still unanswered. Thus, corporate branding as a business discipline is viewed to be timely given the above situation.
This book will be unique in its layout and focus in that it reveals the composite overview of the industry through rigorous research. That is, it combines theoretical and methodological aspects of corporate branding in different geographical areas across industries. Specifically, our book, ‘Corporate branding: areas, arenas and approaches’ addresses the following objectives:-
Areas: readers will be able to understand research studies on corporate branding from different geographical areas such as the USA, UK, Europe, and Asia etc. They will be able to compare, contrast and comprehend whether corporate brand values are delivered similarly or otherwise in different parts of the world.
Arenas: Readers will have the advantage to understand corporate brand topics from a wide ranging of commercial and non-commercial sectors covering business-to-business and business-to-consumers.
Approaches: The most exciting aspect of this book is that, readers will be exposed to differing methods and approaches applied to corporate brand research design. The methods could range from in-depth interviews, experimentations, case studies, survey, interpretivistic, social narrative etc.
Dr Alwi commented:
“As editors, we would like to mention that preparation of this book has been very stimulating experience for us. We would like to express our deepest gratitude to all our esteemed colleagues around the world who have contributed chapters to this book. A special thanks to Professor John M.T. Balmer (Brunel University London, UK) for his thorough analysis of the book as well as Professor Rossella Gambetti (Università Cattolica del Sacro Cuore, Italy), Professor Klaus-Peter Wiedmann (Leibniz Universität Hannover, Germany), Professor Don Edward Schultz (Northwestern University, USA) and Professor CB Bhattacharya (ESMT, USA) for their interesting reviews of the book.”