Investigates the degree of global standardisation of a corporate visual identity system (CVIS) in multinational operations. A special emphasis of this research is accorded to UK companies operating in Malaysia. In particular, the study seeks to reveal the reasons for developing a standardised...

This article examines the nature, importance, typology, and management of corporate brands. Argues that in making a distinction between corporate brands, corporate identities, and product brands, the underlying characteristics of corporate brands can be uncovered. A key thesis of the article is...

Purpose – The aims of the paper are to examine the nascent area of corporate marketing. Design/methodology/approach – The paper draws on some of the key literature relating to the history of marketing thought. Findings – The study reiterates the case that corporate identity, corporate...

Purpose – The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand. Design/methodology/approach – Draws on the preliminary findings of a major study on monarchies. Findings – Argues that corporate communications is an...

Purpose – The purpose of this paper is to consider advances in corporate identity scholarship on the occasion of the tenth anniversary of the first special edition of corporate identity to appear in the European Journal of Marketing in 1997. Design/methodology/approach – The paper takes the...

This article advances the theoretical and instrumental understanding of corporate heritage identities. This exploratory, empirical study focuses on both the nature and the relevance of corporate heritage identity as employed by managers for corporate identity management purposes. The research is...

Purpose This paper aims to examine the attractiveness of the Tong Ren Tang (TRT) as a Chinese corporate heritage tourism brand and consider the significance of TRT for Chinese national identity. The study considers the saliency of Balmer’s augmented role identity notion vis-à-vis corporate...

Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each...

Purpose – Corporate marketing is a marketing and management paradigm which synthesises practical and theoretical insights from corporate image and reputation, corporate identity, corporate communications and corporate branding, among other corporate‐level constructs. The purpose of this...

Purpose – The principal purposes of this paper are to provide normative advice in terms of managing the British Monarchy as a Corporate Heritage Brand and to reveal the efficacy of examining a brand's history for corporate heritage brands generally. Design/methodology/approach – Taking a...