Purpose – This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and managing corporate brands? Should the focus be on the organizational or the individual level? Must organizations take a static (focusing on continuity) or a more dynamic (focusing on change) perspective on corporate branding?
Design/methodology/approach – This is a conceptual paper based on a critical review of relevant literature and the papers included in this special issue.
Findings – Avenues for future research in corporate branding are highlighted.
Originality/value – Several issues fundamental to the corporate branding debate remain controversial. This paper sheds light on three key tensions in managing corporate brands and shapes the research agenda for future studies.