Corporate Marketing: Insights and Integration Drawn From Corporate Branding Corporate Identity Corporate Communication and Visual Identification


April 8, 2006
192 Pages - SKU: ED1373541
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Editorial review board


Guest editorial
John M.T. Balmer and Avinandan Mukherjee


COMMENTARY: Corporate marketing: integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation
John M.T. Balmer and Stephen A. Greyser


Strong brands and corporate brands
Mark J. Kay


Internal brand building and structuration: the role of leadership
Christine Vallaster and Leslie de Chernatony


The corporate brand association base: a conceptual model for the creation of inclusive brand architecture
Henrik Uggla


Corporate rebranding: destroying, transferring or creating brand equity?
Laurent Muzellec and Mary Lambkin


The effect of corporate branding dimensions on consumers’ product evaluation: a cross-cultural analysis
Nizar Souiden, Norizan M. Kassim and Heung-Ja Hong


Seven dimensions of corporate identity: a categorisation from the practitioners’ perspectives
T.C. Melewar and Elif Karaosmanoglu


The impact of organisational characteristics on corporate visual identity
Annette L.M. van den Bosch, Wim J.L. Elving and
Menno D.T. de Jong


A reflective approach to uncovering actual identity
Peggy Simcic Brønn, Andreas Engell and Ha° vard Martinsen


ACADEMIC PERSPECTIVE: The monarchy as a corporate brand: some corporate communications dimensions
Stephen A. Greyser, John M.T. Balmer and Mats Urde


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