Issue 4, 2013

Starov S. A., Landgraf P. A. The Conceptualization of Corporate Branding in a Marketing Domain.

The article applies systematic approach to the corporate branding as a marketing concept, not present in the Russian literature previously. Authors critically review the basic terms of brand management, differentiate the corporate brand construct among related terms, and propose the refined definition of corporate brand. The systematic review of key literature in the field serves as the basis to reveal the specificity of corporate branding and to unveil the antecedents of corporate branding emergence that are further grouped into four main factors. The models of corporate brand formation and development are analyzed and classified according to the resourcing criteria. The implications are of interest for both academics and managers. The results provide a comprehensive representation of corporate branding theory that allows managers for well-grounded decision-making in the practice of company brand management. Keywords: brand, branding, corporate brand, corporate branding, corporate identity, corporate image.

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