Chapter 2: The emergence and evolution of corporate branding
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This chapter covers the emergence and evolution of corporate branding since its origins as an area of academic research in the mid-1990s. It argues that there have been three significant changes during the intervening period. First, corporate brands have moved from being seen as fixed by management fiat to something that is fluid and continually evolving within business ecosystems. Second, corporate brands have become participative as stakeholders co-create the brand in their interactions with the firm and each other. Third, corporate brands have responded to the pressure from investors, government, NGOs, consumers, partners and citizens to take a broader view of their responsibilities to society and the environment. These changes have inspired researchers to investigate the way firms are adapting to a world where they have less control over their corporate brands, but where new opportunities are emerging. As the chapter suggests this opens up new avenues for future research.

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