Corporate marketing and the branding of the organisation
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This special edition of the Journal of Brand Management draws on papers presented at the Ninth Symposium of the International Corporate Identity Group (ICIG), which is chaired by Professor John M.T. Balmer. The symposium was held at the Balmoral Hotel in Edinburgh in March, 2007, organised by Dr Shaun Powell with the support of the other guest editors.The theme of the symposium was ‘Corporate Marketing and the Branding of the Organisation’.1 This special edition picks up the theme of this conference. As such, this edition reflects something of the quality, breadth and depth of the papers delivered at this event. Over the last 15 years there has been increased practitioner and academic interests in the branding of organisations and, more recently, in the nascent area of corporate and organisational marketing. Readers of this journal will be acutely aware of the increased importance accorded to corporate brands, among other corporate-level concepts, by senior managers and from marketing/branding consultancies over recent decades. Today, both undergraduate and postgraduate electives and degrees focussing on a range of corporate marketing concepts, such as corporate brands, corporate identity and corporate marketing, are offered by many prominent Business Schools in Great Britain, Continental Europe, the Commonwealth and the USA. For instance, Harvard Business School, Strathclyde Business School, Brunel Business School and Bradford School of Management, among others, have pioneered MBA electives or MSc
courses in these areas. Not surprisingly, the above developments have resulted in a commensurate increase in books, special editions and academic papers devoted to this area. We believe that the papers selected via blind peer review for this special edition will represent an important addition to the oeuvre. The lead paper of this special edition generated a good deal of interest, and positive comment from practitioners and scholars alike in Edinburgh. Entitled, ‘Corporate Brands with a Heritage’, the paper reports the findings of a major study undertaken by an international trio of well-known branding and corporate marketing scholars: Dr Mats Urde (Sweden), Professor Stephen A. Greyser (USA) and Professor John M.T. Balmer (UK). This paper introduces, and defines, what the authors see as a distinct branding category, which they term Heritage Brands. Drawing on extensive interviews undertaken with senior executives from a variety of organisations, they explain the importance of nurturing and protecting brand heritage. Their brand heritage quotient provides a managerial framework for operationalising the insights derived from their study. The second paper co-authored by Dr Myfanwy Trueman (UK), Dr Nelarine Cornelius (UK) and Dr Alison J. Killingbeck-Widdup (UK) also chimed with many delegates with its focus on city branding. Their work focusses on the City of Bradford in England and the City’s brand identity. Taking a stakeholder perspective, this paper examines the
© 2007 PALGRAVE MACMILLAN LTD 1350-23IX $30.00 BRAND MANA
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