Corporate branding, identity, image, and reputation have become increasingly important in academic research and management practice. The growth has been driven in large part by the prodigious, prestigious research and publication output of Professor TC Melewar and colleagues over a couple of decades. From early work on corporate visual identity published in world-leading journals such as Journal of International Business Studies, as far back as the previous millennium, TC’s work has led the development of scales for corporate visual identity, progressing to a research agenda encompassing all aspects of corporate branding, identity, image and reputation across a wide spectrum of traditional and new channels. The leadership of the field has been assured through papers published in key journals such as Corporate Reputation Review and globalisation applications in publications such as the Journal of Global Marketing.
Over the ensuing decades, Professor Melewar has defined, broadened and led this field. His research published in the European Journal of Marketing in 2006 demonstrated that there is a considerable divergence in opinions among practitioners concerning the fundamental components of corporate identity. Over the following decade, TC’s research has made great strides in unifying the concepts.
Professor Melewar’s research further broke new ground by going beyond the role that visual identity plays in the corporate identity and corporate image literature to encompass non-visual cues. TC’s holistic perspective incorporates all sensory stimuli based on the five human senses (i.e. seeing, hearing, smelling, tasting and touching), proposing the construct of corporate sensory identity. Corporate sensory identity incorporates these five sensory dimensions in a consistent way that reflects all senses by which an organisation can convey its identity to all of its internal and external stakeholders. Other research published in papers in the Journal of Business Research in 2014 links corporate logo, image, and reputation. The main antecedents of favourable corporate logo are corporate name, design, and typeface. Logo enhances corporate image, attitude towards advertisements, recognizability, familiarity, and corporate reputation. Further studies published from 2014 onwards extend understanding of corporate impression formation to online communities and corporate website favourability.
Customers engage with brands through many channels including word-of-mouth, social networks and mobile apps. As the economic environment becomes more customer-driven, corporate and brand identity becomes essential aspects of organisation strategy driven by customer demands for value co-creation. Hence brands – corporate, products, service – today are collectively defined by their customers, based on personal or business requirements for economic, emotional or experiential value, deriving from personal experiences and word-of-mouth.
The themes of this Colloquium are therefore to be interpreted broadly. The Colloquium acts as a forum for examining current and future trends in corporate branding, identity, image, and reputation. Submissions of papers are sought that engage with literature and ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. Papers that incorporate current thinking and developments by both academics and practitioners, combine a comprehensive theoretical foundation with practical insights and provide insights to assist managers in their daily decision making and long-term brand decisions are especially welcomed. Papers can either be empirical, conceptual or practical. Papers can also adopt a multidisciplinary approach or can be guided by different perspectives. Only extended abstracts will be published in colloquium proceedings.
Suggested topics include but are not limited to:
- Sensory and experiential emotions, value and image in corporate brand, identity, image,and reputation;
- Experiential and sensory techniques in corporate branding, identity, image, and reputation, for example, aural, aroma, touch and visual;
- Cognitive vs affective responses to corporate brand and identity stimuli; Luxury, symbols, and identity;
- Influence of new technologies in corporate identity, reputation and brand communication;
- Integration of different communication channels and platforms to maintain and reinforce corporate image and reputation;
- Consumer research and corporate communications;
- The management of corporate brands and identities;
- Corporate social responsibility, branding and ethical corporate identities;
- Digital (smart) and social media in corporate branding, identity, image, and reputation; The impact of user-generated reviews on corporate branding, identity and reputation; B2B branding: organisation identity and corporate strategy;
- Place, nation branding and the world order in a new interconnected world;
- The impact of user-generated reviews on brand equity, internal branding and employee engagement;
- Innovation in corporate branding, identity and reputation.
For more information Call for Paper here: COBIIR2020 CfP