Corporate Brands and Corporate Marketing: Emerging Trends in the Big Five Eco-System

Author(s)

John M.T. Balmer, Brunel University
Russell Abratt, Nova Southeastern UniversityFollow
Nicola Kleyn, University of Pretoria

Document Type

Article

Publication Title

Journal of Brand Management

ISSN

1479-1803

Publication Date

1-2016

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

Volume

23

Issue

1

First Page

3

Last Page

7

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