Revisit: COBIIR 2017


Corporate Branding, Identity, Image and Reputation, Conference and special issue of JBR, London, 7-8 Sep 2017; Deadline now 31 May

Journal of Business Research

Special Issue on Corporate Branding, Identity, Image, and Reputation

3rd International Colloquium on Corporate Branding, Identity, Image and Reputation (COBIIR2017): Current and Future Trends, Developments and Challenges

Hosted by: Middlesex University London

September 7 and 8, 2017

Extended submission deadline: 31st May 2017

Call for Papers

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 welcomed. 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) and Full Papers (6000 words) must be submitted by the 31st of May 2017. Only extended abstract will be published in Colloquium proceedings.

Suggested Topics:

  • Corporate reputation and financial performance
  • Organisational identity and corporate marketing
  • Aesthetic, design and visual dimensions of branding
  • Corporate identity and its management
  • Consumer research and corporate communications
  • Creating and sustaining ethical corporate identity and image
  • The management of corporate brands and identities
  • Place, nation branding and the world order in a global marketplace
  • Social media and global brand management
  • Corporate social responsibility and corporate image
  • Digital, ‘emerging’ media and corporate image
  • The impact of user-generated reviews on brand equity, internal branding and employee engagement
  • B2B branding: organisation identity and corporate strategy
  • The negative impact and evaluation of corporate image
  • Ethical considerations of marketing communications in corporate branding
  • Conspicuous consumption, symbols, identity, and image
  • Innovation in corporate branding
  • Dynamic managerial capabilities and corporate reputation
  • Corporate identity and e-marketing
  • Corporate reputation and crisis
  • Corporate branding and corporate communications
  • Corporate branding and stakeholders communications
  • Non-profit and voluntary sector organisations and reputation
  • Public relations and corporate reputation
  • Advertising and corporate image
  • Internet as a promotion tool, media, and brand image
  • Online community and corporate brand building
  • On-and off-line communication issues and corporate image
  • Internal corporate branding
  • Relationship and retention marketing, and corporate identity
  • Online marketing communication, viral marketing, and corporate branding
  • Research methods for branding
  • Customer based corporate reputation
  • Corporate reputation in professional services

Format for Extended Abstract

Papers should follow the Colloquium style. English is the language of the Colloquium and all related publications. Extended abstract 1000 words.


  • Purpose and objectives of the paper
  • Originality – what is new about it?
  • Research methodology
  • Findings and discussion
  • Theoretical and practical implications
  • Research limitations
  • Conclusion

Format for Full Papers

Papers should follow the Journal of Business Research style. English is the language of the Colloquium and all related publications. Full-length articles: 6,000 words in total, including references and a maximum of 5 tables/figures.

Journal requirements for submitted papers:

Before submitting your paper to the journal special issue, you MUST ensure that you have fulfilled all of that journal’s style requirements. Consider hiring a professional copyeditor to assist with your revision if necessary. Please see the guideline for authors in JBR.


  • 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


Professor TC Melewar (Colloquium Director)

Dr Zhongqi Jin, Dr Pantea Foroudi, Professor Ioanna Papasolomou, Dr Yioula Melanthiou (Colloquium Associate Directors)


For further information, please contact:

Dr Pantea Foroudi (
Dr Zhongqi Jin (

Colloquium Fees and Registration

PRICES (in Pound Sterling)

Early bird registration till 1 June, 2017 (450 Pounds)
Late registration after 1 June, 2017 (550 Pounds)


Early bird registration till 1 June, 2017 (550 Pounds)
Late registration after 1 June, 2017 (650 Pounds)

Ph.D. student:

Early bird registration till 1 June, 2017 (300 Pounds)
Late registration after 1 June, 2017 (350 Pounds)

A selection of papers presented at the Colloquium will be invited to be reviewed for publication in the Journal of Business Research and/or an edited book.