1st International Colloquium on Corporate Branding, Identity, Image and Reputation, Zurich, 15-16 February 2011, Colloquium Chair and Director T. C. Melewar; Deadline 30 Sep 2010

 ARC: Connections: ELMAR: Posting Related ARContent: Marketing Intelligence & Planning
Corporate Reputation Review  

1st International Colloquium on
Corporate Branding, Identity, Image and Reputation (COBIIR):
Mapping and Expanding the Scope of Corporate Marketing

15th and 16th February 2011, Swissotel, Zurich, Switzerland

The best papers with be submitted for review to a special issue of

Marketing Intelligence and Planning (for corporate branding and identity papers)
Guest Editors: Temi Abimbola and T C Melewar

Corporate Reputation Review (for corporate image and reputation papers)
Guest Editors: Mireille Troesch-Jacot, Temi Abimbola and T C Melewar

The theme of the special issue is on the integrative role of corporate branding, identity, image and reputation in organisational marketing. We conceptualise organisational marketing as integrative deployment of competitive policy of differentiation such as branding, reputation, image etc. designed to create, develop, nurture and maintain a firm’s ability to serve its customers and constituent profitably. The foci of the special issue are a comingling of themes on corporate branding and organisational identity. It aims to bring together researchers examining the increasing role of corporate and organisational identity – external and internal in determining what and how customers seek to engage with organisation and its offerings. Brand embodies with images, signs and significations designed to assert, consolidate and maintain particular identities to match those internal capability and competence with the external identity of the same. Branding and reputation building plays a crucial role in firms’ ability to link and articulate their identity through branding practices as competitive strategy of differentiation. This enables organisations to create and constantly attempt to influence and shape the impressions of their corporate body among their various constituencies.

Customers engage with brands through various social network and word-of-mouth and personal value, hence the confidence level and sophistication of the average consumer increases, further strengthening the customer driven influences on brand management. As the economic environment become more customer-driven, corporate and brand identity, become an essential aspect 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, derives from personal experiences, word-of-mouth, research and multiple marketing tactics. In terms of organizational identity, a model of organizational attributes emerged that consisted of organization’s core attributes – its central purpose and distinctive philosophy – constitute organizational identity. Organisation’s need to create an identity that defines their existence in terms of what they are and what they are not in time and space. The themes of this special issue therefore, are to be interpreted broadly and submissions from multidisciplinary papers, that engage with literature and ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation and marketing communications are sought and welcome. The special issue would welcome papers based on original research (empirical, conceptual, practical, as well as multidisciplinary approach).

We are particularly eager to attract substantial number of international participants submitting high quality research capable of influencing new ideas on brands, branding, organisational identity and reputation. Hence, initial submissions will be as abstracts of no more than 500 words describing the proposed research. This will be followed by presentation at a conference to be held at Zurich University of Applied Sciences, Switzerland, February 2010. Participants will be expected to submit full papers after the conference.

Suggested topics from which papers are invited for the special issue:

  • Corporate branding, reputation, image and identity
  • Organisational identity and corporate marketing
  • Aesthetic, design and visual dimensions of branding
  • Corporate identity and its management
  • Consumer research and corporate marketing
  • Creating and sustaining ethical corporate identities
  • The management of corporate brands and identities
  • Place, nation branding and the world order in a global marketplace
  • Impact of Web 2.0/3.0/Twitter and emerging media on global brand management
  • Corporate social responsibility and branding
  • Digital, ‘emerging’ media and the brand
  • The impact of user-generated reviews on brand equity internal brand and employee engagement
  • B2B branding: organisation Identity and corporate strategy
  • The negative impact and evaluation of brands
  • Research methods for branding
  • Luxury, symbols and identity

Abstract deadline: 30th September 2010

Deadline for submission of full papers: 30th April 2011

Prospective contributors with queries concerning the potential suitability of topics or other matters concerning contributions are invited to contact the Colloquium Chair and Director, Professor T.C. Melewar of ZHAW. The best papers will be recommended to Marketing Intelligence and Planning, and Corporate reputation Review for publication after going through the blind peer review process.

Colloquium Chair and Director:

Professor T.C. Melewar PhD
Center for Marketing Management
School of Management and Law
Zurich University of Applied Sciences (ZHAW)
Stadthausstrase 14
CH-8400 Winterthur
Switzerland Email:

Honorary Director:

Dr Temi Abimbola PhD
Associate Professor of Marketing
Warwick Business School
University of Warwick
Coventry CV4 7AL
United Kingdom

Associate Directors:

Dr Cary Steinmann PhD
Prof Mireille Troesch-Jacot

Please direct all enqueries to:

Mr Armin Ledergerber
Please visit the following website for more information: