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

John M T Balmer, Russell Abratt and Nicola Kleyn
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John M T Balmer: Brunel University

Journal of Brand Management, 2016, vol. 23, issue 1, No 2, 3-7

Abstract: 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.

Keywords: corporate branding; corporate marketing (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1057/bm.2015.51

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