European Journal of Marketing: Volume 40 Issue 7/8

Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation

The aims of the paper are to examine the nascent area of corporate marketing.

Strong brands and corporate brands

This paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand.

Internal brand building and structuration: the role of leadership

The paper aims to clarify the relationship between organisational structures and individual brand supporting behaviour. It proposes modelling the social transformation process and…

The corporate brand association base: A conceptual model for the creation of inclusive brand architecture

The purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding…

Corporate rebranding: destroying, transferring or creating brand equity?

Companies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to…

The effect of corporate branding dimensions on consumers' product evaluation: A cross‐cultural analysis

The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name…

Seven dimensions of corporate identity: A categorisation from the practitioners' perspectives

This paper investigates what organisations perceive as the essential components of corporate identity concept and their contents. It proposes an operational definition of…

The impact of organisational characteristics on corporate visual identity

The purpose of this paper is to develop a research model to investigate corporate visual identity (CVI) management from an organisational perspective. It is assumed that…

A reflective approach to uncovering actual identity

This paper aims to present a case study of a unique identity‐building process employed in a Scandinavian service firm. As noted by many authors, the concept of corporate identity…

The monarchy as a corporate brand: Some corporate communications dimensions

The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand.

Corporate Communications: Theory and Practice

A Reader in Marketing Communications

Brand Culture

Corporate marketing: insights and integration drawn from corporate branding, corporate identity, corporate communication, corporate reputation and visual identification