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Corporate brands and corporate marketing: Emerging trends in the big five eco-system

Author

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  • John M T Balmer

    (Brunel University)

  • Russell Abratt
  • Nicola Kleyn

Abstract

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.

Suggested Citation

  • John M T Balmer & Russell Abratt & Nicola Kleyn, 2016. "Corporate brands and corporate marketing: Emerging trends in the big five eco-system," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 3-7, January.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:1:d:10.1057_bm.2015.51
    DOI: 10.1057/bm.2015.51
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    References listed on IDEAS

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    1. Jeremy Flax & Geoff Bick & Russell Abratt, 2016. "The perceptions of supplier-buyer relations and its affect on the corporate brand," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 22-37, January.
    2. Mats Urde & Stephen A Greyser, 2016. "The Corporate Brand Identity and Reputation Matrix – The case of the Nobel Prize," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 89-117, January.
    3. John M T Balmer & Wei-Yue Wang, 2016. "The corporate brand and strategic direction: Senior business school managers’ cognitions of corporate brand building and management," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 8-21, January.
    4. Pride Morokane & Manoj Chiba & Nicola Kleyn, 2016. "Drivers of employee propensity to endorse their corporate brand," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 55-66, January.
    5. Fernando Pinto Santos & Mario Burghausen & John M T Balmer, 2016. "Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 67-88, January.
    6. Kyoko Fukukawa & John Balmer & Edmund Gray, 2007. "Mapping the Interface Between Corporate Identity, Ethics and Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 76(1), pages 1-5, November.
    7. Sean McCoy & Peet Venter, 2016. "Corporate brands as catalysts in times of change: Lessons from a South African bank," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 38-54, January.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Roshima Said & Corina Joseph & Noor Zahirah Mohd. Sidek & Azlyn Zawawi & Zaherawati Zakaria & Mahadir Ladisma@Awis & Roziya Abu & Normah Omar, 2018. "Development of Bumiputera Communicated Identity Index for Malaysian Statutory Bodies," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(3), pages 198-209, March.
    2. Line Schmeltz & Anna Karina Kjeldsen, 2019. "Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 304-316, May.

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    corporate branding; corporate marketing;

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