Corporate branding is an art and a science. Many business people recognise that the most valuable asset a firm has is its corporate reputation. Even though competitors can copy products, processes, prices and promotional campaigns they cannot reproduce strongly held beliefs and attitudes embedded in customers’ and stakeholders’ minds. Creating and nurturing a strong corporate brand poses considerable challenges. Brands vary in the amount of power and value they have in the marketplace. Some are unknown to most buyers, whilst others have a high degree of brand awareness and a few, enjoy a high degree of brand preference and loyalty. A powerful brand has high brand equity which can be perceived as a reflection of a brand’s market share. Building brand equity demands considerable marketing efforts and investment. But high brand equity provides a company with many competitive advantages. A powerful brand enjoys a high level of consumer brand awareness, performance, quality, reputation and loyalty.
The Colloquium acts as a forum for examining current and future trends in corporate branding, identity, image and reputation in public and private sector marketing in varying cultural environments, not only in Europe but across the globe. A congruence of themes on corporate branding, reputation and identity linked to the public and private sectors will be discussed. We invite papers which examine the firms’ ability to link and articulate their identity through various organisational practices, create and constantly attempt to influence the impressions of their corporate body among their various constituencies and stakeholder groups, use their employees and managerial cognitive capabilities to deliver and strengthen their corporate brands, measure the impact of corporate identity and reputation on corporate performance, and study how customers seek to engage with an organisation and what it offers. The Colloquium also welcomes papers that discuss marketing programmes and activities implemented by organisations in order to build, measure, and manage brand equity. 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 welcome. The themes of this Colloquium can be interpreted broadly. Papers can either be empirical, conceptual or practical. Papers can also adopt a multidisciplinary approach or can be guided by different perspectives. We are particularly eager to attract submissions from international participants engaged in high quality research which explore new ideas on branding, organisational identity and reputation.
Extended Abstracts (1000 words) or Full Papers (6000 words) must be submitted by the 1st of May 2017. Only extended abstract will be published in Colloquium proceedings.
KEY DATES: Submission of papers and registration opens: April 1 Deadline for the submission of papers:
May 31 Feedback to papers: June 15 Deadline for submission of full papers: July 15
Presenter: Early bird registration till 30 June, 2017 (450 Pounds)
Late registration after 30 June, 2017 (550 Pounds)
Non-presenter: Early bird registration till 30 June, 2017 (550 Pounds)
Late registration after 30 June, 2017 (650 Pounds)
Ph.D. student: Early bird registration till 30 June, 2017 (300 Pounds)
Late registration after 30 June, 2017 (350 Pounds)