European Journal of Marketing: Volume 37 Issue 7/8

Corporate brands: what are they? What of them?

This article examines the nature, importance, typology, and management of corporate brands. Argues that in making a distinction between corporate brands, corporate identities, and…

The six conventions of corporate branding

This paper considers the emerging focus in both academic and practitioner literature on the concept of the corporate brand and argues that the underlying generative mechanisms and…

Core value‐based corporate brand building

The aim of this article is to introduce a conceptual framework for a corporate brand building process based on core values. The nature, role, and function of core values are…

Bringing the corporation into corporate branding

This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in…

Corporate branding in the new economy

This article offers the “brand web” model as a conceptual framework for the creation and ongoing analysis of corporate brands and brand relationships. The framework is…

Equity in corporate co‐branding: The case of adidas and the All Blacks

Corporate co‐branding is analysed within the context of a case study of the sponsorship relationship between adidas and the New Zealand Rugby Union. The study indicates that…

The criteria for successful services brands

There are few valuable services brands, which may be due to the lack of services branding knowledge and the inappropriate use of product‐based branding advice. To contribute to…

Experienced reality: The development of corporate identity in the digital era

Confusion surrounding “corporate identity” persists in business and design practice though a great deal has been written about the subject since the 1970s. “Corporate identity”…

Corporate branding – back to basics

A transcript of the Third Lord Goold Memorial lecture delivered at Bradford School of Management by David Bernstein in November 2000 at the 7th International Corporate Identity…

Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate‐Level Marketing

Creating Corporate Reputations: Identity, Image and Performance

The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand