Originally published as Management Decision, volume 47, issue 4

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Guest editors: John M.T. Balmer & Stephen A. Greyser

ISSN/ISBN:
978-1-84855-726-0 (paper)
978-1-84855-727-7 (electronic)

In late November 2007, the 10th Symposium of the International Corporate Identity Group (ICIG) was held at Brunel University, London with Corporate Marketing and Corporate Identity as its foci. To mark this milestone John Balmer arranged for keynote presentations to be given by long-time supporters of the ICIG: all are authorities in the corporate marketing field. This e-book includes some of these papers and also includes a keynote presentation delivered at the 11th ICIG Symposium held in Brighton. A case history on the British Monarchy concludes the special issue.

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Contents list

• Guest Editorial
  John M.T. Balmer & Stephen A. Greyser
  
  
• Corporate Marketing: Apocalypse, Advent and Epiphany
  John M.T. Balmer
  This paper aims to explain the nature and relevance of corporate marketing and details the antecedents of the territory. Corporate marketing is a marketing and management paradigm which synthesises practical and theoretical insights from corporate image and reputation, corporate identity, corporate communications and corporate branding, among other corporate-level constructs.
  
  
• Reflections on Corporate Reputations
  Robert Worcester
  The objective of this paper is to illustrate the importance of corporate reputation to the management of contemporary organisations.
  
  
• Corporate Brand Reputation and Brand Crisis Management
  Stephen A. Greyser
  The purpose of this paper is to provide insights into the what, why, and how of recognising corporate brand crisis through a synthesis of organisational experiences with threats to brand reputation, and to offer guidelines for analytic approaches and suggested organisational actions.
  
  
• Rhetoric and Reputation: Some thoughts on corporate dissonance
  David Bernstein
  The purpose of this paper is to consider the nature and on-going incidence of what the author terms ‘corporate dissonance,’ making explicit reference to developments relating to corporate communications since the publication of ‘Company Image and Reality’ in 1984 and the founding of the International Corporate Identity Group in 1994.
  
  
• Uncovering the Corporate Brand’s Core Values
  Mats Urde
  This paper aims to describe the uncovering of a corporate brand’s core values and implications for strategic management of its track record.
  
  
• Scrutinising the British Monarchy: The Corporate Brand that was Shaken, Stirred and Survived
  John M.T. Balmer
  The principal purposes of this article are to provide normative advice in terms of managing the British Monarchy as a Corporate Heritage Brand and to reveal the efficacy of examining a brand’s history for corporate heritage brands generally.

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A journal with a long distinguished history presenting the best in management thought and practice for the commercial and intellectual advantage of managers and their advisors. Management Decision was founded in 1963 at the time of the first wave of growth and development of business schools in the Western world, and has tracked thought on strategy, policy and decision making through that time.

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