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The annual international colloquium organized to celebrate Professor TC Melewar’s contribution to Corporate Branding, Identity and Image. During the conference, LABCOM presented the research titled “Corporate Brands going plastic free: building sustainable brands in dialogue” Beccanulli A.A., Biraghi S., Gambetti R.C.

5th COBIIR – International Colloquium on Corporate Branding, Identity, Image and Reputation, Middlesex University London, September 21-23, 2023: Celebrating Corporate Branding Excellence

The 5th International Colloquium on Corporate Branding, Identity, Image, and Reputation (COBIIR) was held at Middlesex University London from September 21-23, 2023. The event marked another significant milestone in the ongoing exploration of corporate branding and its evolving role in shaping modern businesses. The colloquium serves as a prestigious platform for scholars, practitioners, and thought leaders to discuss the latest research and trends in corporate branding, identity, and reputation management. It also honors the influential contributions of Professor TC Melewar, a key figure in the development of corporate branding studies.

A Platform for Cutting-Edge Research on Corporate Branding

The COBIIR colloquium, an annual international gathering, has become one of the leading events for research on corporate branding, identity, image, and reputation. The 2023 edition brought together experts from around the world to exchange insights on the latest developments in these critical areas of business management. With a focus on the intersection of theory and practice, the colloquium highlights the importance of aligning a company’s brand identity with its values, image, and reputation, particularly in an era of rapid digital transformation and growing consumer awareness.

This year, the conference featured a wide range of sessions, including presentations on the latest research in corporate branding strategies, the role of corporate identity in consumer perceptions, and the management of brand reputation in an increasingly transparent and interconnected world.

LABCOM’s Contribution: “Corporate Brands Going Plastic-Free: Building Sustainable Brands in Dialogue”

During the colloquium, the LABCOM research team presented a compelling study titled “Corporate Brands Going Plastic-Free: Building Sustainable Brands in Dialogue” by Beccanulli A.A., Biraghi S., and Gambetti R.C. This research focuses on the growing trend of corporate brands adopting plastic-free policies as part of their sustainability strategies. As environmental concerns continue to shape consumer behavior and expectations, brands are increasingly facing pressure to align their practices with eco-friendly values. The study explores how companies can effectively communicate their commitment to sustainability while building authentic, engaging relationships with their customers.

The research takes a deep dive into how corporate brands are leveraging sustainability initiatives—specifically plastic-free packaging—to build stronger brand identities and enhance their reputations. The authors argue that simply eliminating plastic is not enough; brands must engage in meaningful dialogues with consumers about their sustainability efforts to ensure authenticity and transparency. Through a thorough analysis, the researchers show that sustainable branding requires a proactive, two-way conversation between companies and their stakeholders, where consumers play an integral role in shaping brand narratives.

The study utilizes a mix of qualitative methods, including case studies and interviews, to highlight examples of brands that have successfully transitioned to plastic-free operations. The findings offer actionable insights for companies looking to position themselves as leaders in sustainability while maintaining strong, positive relationships with their customers. The paper also underscores the growing importance of sustainability as a key element in corporate branding strategies, particularly in the context of young, environmentally-conscious consumers who prioritize eco-friendly practices when making purchasing decisions.

Implications for Corporate Branding and Reputation Management

The research presented by LABCOM has important implications for corporate branding and reputation management in the modern business landscape. In an age where consumers are more informed and engaged than ever, brand authenticity and commitment to sustainability have become essential components of a successful brand strategy. The study emphasizes the importance of transparent communication and dialogue, suggesting that brands must go beyond superficial claims and actively involve their customers in the process of brand building.

For companies, embracing sustainability in packaging and operations can serve as a powerful differentiator in crowded markets. However, the research also highlights the risks of “greenwashing” — the practice of making misleading claims about environmental practices. To avoid damaging their reputations, brands must ensure that their sustainability efforts are genuine, measurable, and aligned with their core values.

Additionally, the research underscores the role of digital platforms in facilitating the dialogue between brands and consumers. In a world where information travels quickly and public scrutiny is high, brands must use digital channels effectively to communicate their sustainability initiatives, engage with their audience, and build lasting trust.

Professor TC Melewar’s Lasting Legacy in Corporate Branding Research

The COBIIR colloquium was also a celebration of Professor TC Melewar’s lasting contribution to the field of corporate branding. His pioneering work on corporate brand identity, image, and reputation has had a profound impact on academic research and practical applications in branding. The event served as a reminder of the importance of continuing to push the boundaries of corporate branding research to address the evolving challenges and opportunities facing businesses today.

Conclusion: A Vision for Sustainable Corporate Branding

The 5th COBIIR colloquium provided a dynamic and thought-provoking environment for exploring the future of corporate branding. The presentation of “Corporate Brands Going Plastic-Free: Building Sustainable Brands in Dialogue” by Beccanulli, Biraghi, and Gambetti added a valuable dimension to the conversation on sustainable branding, offering a timely examination of how corporate brands can successfully navigate the demands of sustainability and consumer engagement.

As the role of sustainability in corporate branding continues to grow, companies must adopt transparent, dialogue-driven strategies to build authentic brand identities and maintain strong reputations. The insights shared at COBIIR will undoubtedly influence future branding strategies, encouraging a more sustainable and consumer-centric approach to corporate brand management.