Corporate brands and corporate marketing: Emerging trends in the big five eco-system
Tóm tắt
Drawing on the final reflections made at the seventeenth International Corporate Identity Group Symposium (2014) at Cape Town Business School, five trends emerged from the diverse papers delivered at the symposium: assimilation, bifurcation, contextualisation, definitions and ethics. These trends reflect the richness as well as the complexity of the broad corporate marketing and corporate brand fields. This commentary also provides short overviews of the six articles comprising this special edition of the Journal of Brand Management.
Tài liệu tham khảo
Abratt, R. and Kleyn, N. (2012) Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing 46 (7/8): 1048–1063.
Balmer, J.M.T. (2001) Corporate identity, corporate branding and corporate marketing-seeing through the fog. European Journal of Marketing 35 (3/4): 248–291.
Balmer, J.M.T. (2011) Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity‐based views of the firm. European Journal of Marketing 45 (9/10): 1329–1352.
Balmer, J.M.T. (2014) Wally Olins (1930–2014), corporate identity ascendancy and corporate brand hegemony. Celebrating the life of Wally Olins: Leading corporate identity exponent and prominent brand proponent. Journal of Brand Management 21 (6): 459–468.
Balmer, J.M.T. (2015) Corporate identity, corporate identity scholarship and Wally Olins (1930–2014). Corporate Communications: An International Journal 20 (1): 4–10.
Balmer, J.M.T. and Burghausen, M. (2015) Explicating corporate heritage, corporate heritage brands, and organisational heritage. Journal of Brand Management 22 (5/6): 364–384.
Balmer, J.M.T. and Greyser, S.A. (2006) Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing 40 (7/8): 730–741.
Balmer, J.M.T. and Wang, W.-Y. (2016) The corporate brand and strategic direction: Senior business school managers’ cognitions of corporate brand building and management. The Journal of Brand Management 23 (1): 8–21.
Flax, J., Bick, G. and Abratt, R. (2016) The perceptions of supplier-buyer relations and their affect on the corporate brand. The Journal of Brand Management 23 (1): 22–37.
Fukukawa, K., Balmer, J.M.T. and Gray, E.R. (2007) Mapping the interface between corporate identity, ethics, and corporate social responsibility. Journal of Business Ethics 76 (1): 1–5.
McCoy, S. and Venter, P. (2016) Corporate brands as catalysts in times of change: Lessons from a South African bank. The Journal of Brand Management 23 (1): 38–54.
Morokane, P., Chiba, M. and Nicola Kleyn, N. (2016) Drivers of employee propensity to endorse their corporate brand. The Journal of Brand Management 23 (1): 55–66.
Santos, F., Burghausen, M. and Balmer, J.M.T. (2016) Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands. The Journal of Brand Management 23 (1): 67–88.
Urde, M. and Greyser, S.A. (2016) The corporate brand identity and reputation matrix – The case of the nobel prize. The Journal of Brand Management 23 (1): 89–117.