A strong corporate image has power in a competitive marketplace‎.‎ Its influence on reputational value and customer decision‎-making is only now beginning to be understood‎.‎ Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways‎.‎ For example‎,‎ it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources‎.‎ Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world‎.‎ Existing books focus mainly on conceptual ideas and real‎-life examples‎.‎ Corporate Branding‎:‎ Areas‎,‎ arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries‎.‎ An international range of leading scholars contribute their coverage across three clear themes‎:‎ Area‎:‎ geographical areas across the globe including the UK‎,‎ USA‎,‎ Europe and Asia‎;‎ Arena‎:‎ a variety of commercial and not‎-for‎-profit sectors‎,‎ both B2B and B2C‎;‎ Approach‎:‎ methodological approaches to brand research design‎,‎ including qualitative‎,‎ quantitative‎,‎ case studies‎,‎ interpretivistic and social narrative‎.‎ These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book‎.‎ The result is an understanding of this strategically important‎,‎ growing subject that cannot be found anywhere else‎.‎ This book is an essential read for any branding student or interested professional‎.‎