AN INTERDISCIPLINARY ECOSYSTEM OF CORPORATE BRAND IDENTITY MANAGEMENT IN MULTINATIONAL ENTERPRISES

The present article offers a comprehensive interdisciplinary framework for understanding and managing Corporate Brand Identity (CBI) in multinational enterprises. It synthesizes the most significant theoretical insights from the fields of marketing, consumer psychology, behavioral economics, organizational theory, international business, and corporate communication to address fragmented academic discourse. The article conceptualizes CBI as a strategic tool, a behavioral construct, and a dynamic process that shapes its selfidentification, stakeholder perceptions, and global brand coherence. The proposed CBI Ecosystem Model provides scholars and practitioners an integrative structure to support brand consistency, adaptability, and cultural relevance across diverse international markets.