Shaping the research agenda for corporate branding: avenues for future research

Abstract

Purpose

This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and managing corporate brands? Should the focus be on the organizational or the individual level? Must organizations take a static (focusing on continuity) or a more dynamic (focusing on change) perspective on corporate branding?

Design/methodology/approach

This is a conceptual paper based on a critical review of relevant literature and the papers included in this special issue.

Findings

Avenues for future research in corporate branding are highlighted.

Originality/value

Several issues fundamental to the corporate branding debate remain controversial. This paper sheds light on three key tensions in managing corporate brands and shapes the research agenda for future studies.

Citation

Melewar, T.C., Gotsi, M. and Andriopoulos, C. (2012), "Shaping the research agenda for corporate branding: avenues for future research", European Journal of Marketing, Vol. 46 No. 5, pp. 600-608. https://doi.org/10.1108/03090561211235138