HCBE Faculty Articles
Title
Corporate Brands and Corporate Marketing: Emerging Trends in the Big Five Eco-System
Document Type
Article
Publication Date
1-2016
Publication Title
Journal of Brand Management
ISSN or ISBN
1479-1803
Volume
23
Issue/Number
1
First Page
3
Last Page
7
Abstract/Excerpt
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.
DOI
10.1057/bm.2015.51
NSUWorks Citation
Balmer, John M.T.; Abratt, Russell; and Kleyn, Nicola, "Corporate Brands and Corporate Marketing: Emerging Trends in the Big Five Eco-System" (2016). HCBE Faculty Articles. 902.
https://nsuworks.nova.edu/hcbe_facarticles/902
