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Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship

John M.T. Balmer (The Marketing and Corporate Brand Research Group, Brunel University Business School, Brunel University, London, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 12 September 2017



This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provide a synopsis of the five articles constituting this symposium. By means of context, this article celebrates the anniversaries of four marketing milestones apropos the formal introduction of the corporate brand concept (1995), the formal introduction of the corporate heritage notion (2006), the first special edition (in this journal) devoted to corporate identity (1997) and the formal introduction of the corporate marketing philosophical approach (1998). The latter – corporate marketing – can be viewed as a revolution in marketing thought by noting that mutually beneficial company–stakeholder relationship can be based on corporate identities and corporate brands are not restricted to products and/or services.


Taking a retrospective, this paper explains the four marketing milestones detailed above and notes the revolutionary notion of corporate marketing. All of the aforementioned have meaningfully advanced marketing scholarship over the last 20 years.


This study provides 18 reflections of developments with the corporate brand and corporate identity fields. It also shows the seminal importance of European Journal of Marketing (EJM) special editions on the territory dating back to 1997.

Practical implication

This paper discusses how corporate identity, corporate branding, corporate heritage, corporate identity and corporate marketing have, increasingly, become mainstream marketing concerns.


In marking these milestones, this celebratory EJM symposium comprises cutting-edge scholarship on the aforementioned areas, penned by renowned and prominent scholars from Australia, England, Germany and the USA.



The guest editor wishes to thank the contributors for this special edition for penning insightful and thought-provoking articles. It has been an honour and a privilege to work with this most distinguished group of scholars. I also wish to express my sincere thanks to the EJM’s Editor-in-Chief Professor Nick Lee (Professor of Marketing at Warwick University, UK) and to Richard Whitfield (Publishing Editor EJM) for their support, encouragement and patience apropos this special edition. In the same spirit, I also wish to thank the former Co-Editors-in-Chief of the EJM with whom I worked on earlier special editions: Professor David Carson (Professor Emeritus of Marketing University of Ulster, UK) and Professor Audrey Gilmore (Professor of Marketing, University of Ulster, UK.). To all: “gratias vobis ago”.


Balmer, J.M.T. (2017), "Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship", European Journal of Marketing, Vol. 51 No. 9/10, pp. 1462-1471.



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