Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship

• Published in: European journal of marketing Vol. 51; no. 9/10; pp. 1462 - 1471
• Main Author: Balmer, John M.T
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 01.01.2017; Emerald Group Publishing Limited
• Subjects: Brand identification; Corporate identity; Ethics; Market strategy; Marketing; Philosophy; Scholars; Social responsibility; Stakeholders; Stockholders; Studies; Corporate heritage; Corporate marketing; Corporate brand; Corporate identity
• DOI: 10.1108/EJM-07-2017-0447
• ISSN: 0309-0566

Purpose This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provide a synopsis of the five articles constituting this symposium. By means of context, this article celebrates the anniversaries of four marketing milestones apropos the formal introduction of the corporate brand concept (1995), the formal introduction of the corporate heritage notion (2006), the first special edition (in this journal) devoted to corporate identity (1997) and the formal introduction of the corporate marketing philosophical approach (1998). The latter – corporate marketing – can be viewed as a revolution in marketing thought by noting that mutually beneficial company–stakeholder relationship can be based on corporate identities and corporate brands are not restricted to products and/or services. Design/methodology/approach Taking a retrospective, this paper explains the four marketing milestones detailed above and notes the revolutionary notion of corporate marketing. All of the aforementioned have meaningfully advanced marketing scholarship over the last 20 years. Findings This study provides 18 reflections of developments with the corporate brand and corporate identity fields. It also shows the seminal importance of European Journal of Marketing (EJM) special editions on the territory dating back to 1997. Practical implication This paper discusses how corporate identity, corporate branding, corporate heritage, corporate identity and corporate marketing have, increasingly, become mainstream marketing concerns. Originality/value In marking these milestones, this celebratory EJM symposium comprises cutting-edge scholarship on the aforementioned areas, penned by renowned and prominent scholars from Australia, England, Germany and the USA.