Purpose – This paper aims to theorise the concept of corporate brand covenant. Design/methodology/approach – Christian theology is drawn on to define and identify the source of the notion of covenant. Similarly, a review of the literature on the meaning and management of corporate branding...

Over the years, brand-building arguments have focused on process models; that is, brand-building and formation processes developed from historical and cultural foundations of the brand visionaries. They are then translated to the vision statements of corporate brands and the internalization of...

Over the vast discourse on corporate identity (CI), several CI models have been proposed – each with their respective elements, theoretical and empirical justifications for incorporating the corporate identity elements. These justifications are at the centre of where various scholars differ in...