Cover -- CONTENTS -- EDITORIAL REVIEW BOARD -- Guest editorial -- Principles of corporate rebranding -- Positive and negative brand beliefs and brand defection/uptake -- Who's who in brand communities - and why? -- The attractiveness and connectedness of ruthless brands: the role of trust -- Provenance associations as core values of place umbrella brands -- Children's use of brand symbolism -- Alternative perspectives on marketing and the place brand -- Consumer perceptions of brand architecture in financial services -- Employer branding and its influence on managers -- Desired and perceived identities of fashion retailers -- Undesired self-image congruence in a low-involvement product context.