HCBE Faculty Articles

Title

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

Document Type

Article

Date

1-2016

Publication Title

Journal of Brand Management

ISSN or ISBN

1479-1803

Volume

23

Issue

1

First Page

3

Last Page

7

Description

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

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