Advertisement
Published in:
2017 | OriginalPaper | Chapter
Explicating Corporate Brands and Their Management: Reflections and Directions from 1995
Author : John M. T. Balmer
Published in: Advances in Corporate Branding
Publisher: Palgrave Macmillan UK
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
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.