.... The notion of brand contract (covenant) is coined by Balmer (2001, p. 281) in his definition of corporate branding: […] involves the conscious decision by senior management to distil the attributes of the organisation’s identity in the form of a clearly defined branding proposition...

...Jesus Camra‐Fierro; Edgar Centeno; Mari Juntunen Purpose The purpose of the paper is twofold: first, to examine how managers and employees in start‐ups understand and define a corporate brand; and second, to reveal how corporate brand co‐creation with different stakeholders is executed...