Originally published as the European Journal of Marketing Volume 40 Number 7/8, 2006
ISBN: 1 84663 032 0
Guest Edited by: John M.T. Balmer, Avinandan Mukerjee, Stephen A. Greser and Per Jenster
The European Journal of Marketing has provided one of the principal platforms on the global stage relating to corporate marketing scholarship and associated areas.
By revisiting past special editions of EJM devoted to corporate-level concerns, a key aim of this Special Issue was to provide a platform whereby integrative approaches in corporate marketing research and scholarship can be highlighted. The majority of articles here focus on important concepts of corporate marketing and encompass corporate identity and the management of corporate brands, along with related concepts like visual identity, corporate communications and organizational identity. For the editors, this production was an experience that they found both ‘humbling and revelatory.’
Contents:
Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation
This study reiterates the case that corporate identity, corporate branding, corporate communications, and corporate reputation should be integrated under the umbrella title of corporate marketing. The paper introduces the 6Cs of corporate marketing and integrates British and US perspectives on the area.
Strong brands and corporate brands
This paper examines the literature on “strong brands” and the experience of several established brands. The study finds that no coherent theory defines brand management tasks. Instead, paradigmatic cases of successful brands have come to define branding processes – the logic of the “strong brand” has shaped management branding practices.
Internal brand building and structuration: the role of leadership
The paper aims to clarify the relationship between organisational structures and individual brand supporting behaviour. It proposes modelling the social transformation process and outlining why and how leadership is important throughout the internal brand building process. The study aims to expand the domain of corporate branding by including a broader range of human resource and leadership-related aspects than is normally found in the branding literature.
The corporate brand association base: A conceptual model for the creation of inclusive brand architecture
The purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding network such as brands, product categories, persons, places and institutions.
Corporate rebranding: destroying, transferring or creating brand equity?
Companies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to understand the drivers of the corporate rebranding phenomenon and to analyse the impact of such strategies on corporate brand equity.
The effect of corporate branding dimensions on consumers' product evaluation: A cross-cultural analysis
This paper aims to investigate both Western and Eastern corporate branding thoughts and to examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers' product evaluation.
Seven dimensions of corporate identity: A categorisation from the practitioners' perspectives
This paper investigates what organisations perceive as the essential components of corporate identity concept and their contents. It proposes an operational definition of corporate identity on the basis of the practitioners' views.
The impact of organisational characteristics on corporate visual identity
The purpose of this paper is to develop a research model to investigate corporate visual identity (CVI) management from an organisational perspective. It is assumed that characteristics of the organisation and of the way a CVI is managed will affect consistency of CVI.
A reflective approach to uncovering actual identity
This paper aims to present a case study of a unique identity-building process employed in a Scandinavian service firm. As noted by many authors, the concept of corporate identity is probably one of today's most explored areas by both academics and practitioners. Most agree that there is neither one way to define it nor one way to measure it.
The monarchy as a corporate brand: Some corporate communications dimensions
The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand. It draws on the preliminary findings of a major study on monarchies and argues that corporate communications is an important aspect of corporate brand management (especially in relation to constitutional monarchies).
About the European Journal of Marketing
The European Journal of Marketing provides a platform for contemporary ideas in marketing, the thinking, theory and practice. It aims to facilitate information among researchers on a worldwide basis and keep up to date with developments in European marketing and Europe in the global context. The journal contains leading edge marketing theory - supported by evidence-based research - from the world's leading marketing thinkers.
Every article published in the European Journal of Marketing has been subject to a double blind peer review process to ensure its relevance and quality. The science of strategic marketing covers many areas of human and organizational experience, so as you'd expect, the European Journal of Marketing also covers a wide range of topics.
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