Explicating Corporate Brands and Their Management: Reflections and Directions from 1995

  • John M. T. Balmer
Part of the Journal of Brand Management: Advanced Collections book series (JBMAC)


To me, and I would conjecture to a good many other corporate marketing scholars, policymakers and consultants, one of the most exciting, stimulating and intellectually challenging developments in the corporate world since the mid 1990s has been the stupefying ascendancy of corporate brands as a distinctive institutional-identity type. It is an identity category that enjoys a prominent place in corporate marketing and strategic management owing to their ability to create corporate and shareholder value. In addition, it is an identity category that can be highly meaningful to stakeholders including groups and individuals. Why? Because corporate brand can help individuals define who they are.


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  • John M. T. Balmer

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