This month marks the 20th anniversary of what is, arguably, the first article which formally introduced the corporate brand notion viz: Balmer, J.M.T. (1995) Corporate Branding and Connoisseurship, Journal of General Management, (Autumn) 21(1): 24-46. In this article, Professor Balmer argued that senior managers increasingly realised their organisations were brands, but this came with a realisation that corporate brands were fundamentally different from product brands owing to their stakeholder focus, the importance of employees, the key role of the CEO as brand manager and the importance of corporate identity. JGM has ALSO kindly made available the follow-up article on corporate brands which explains how corporate brands differ from product brands viz: Balmer, J.M.T. (2001) The Three Virtues and Seven Deadly Sins of Corporate Brand Management, Journal of General Management, (Autumn) 27(1): 1-17.
Professor John M.T. Balmer, Professor of Corporate Marketing at Brunel University Business School, and Dr Mario Burghausen of The University of Essex (PhD from Brunel Business School) have published a ground-breaking article in the current edition of the Journal of Brand Management where they formally introduce and explain the organisational heritage notion. Drawing on the extant corporate heritage, organisational identity and organisational memory literatures they advance the view that organisational heritage – as a new concept – materially advances heritage studies in marketing, management and organisational behaviour too. They argue that three distinct schools of thought can be applied to the organisational heritage notion. Their cornerstone article develops the initial articulation of the organisational heritage concept in an earlier Journal of Brand Management article by Professor Balmer and Dr Chen (Brunel University Business School). For a limited period the above article, a related article and the article by Balmer and Chen are free to download from the Journal of Brand Management:
Explicating corporate heritage, corporate heritage brands and organisational heritage Introducing organisational heritage: Linking corporate heritage, organisational identity and organisational memory Corporate heritage brands in China. Consumer engagement with China’s most celebrated corporate heritage brand – Tong Ren Tang: 同仁堂
The Centre for Research in Marketing welcomes Dr Punjaisri who joins us from the University of Hull. Originally from The Kingdom of Thailand, Dr Punjaisri took her PhD at Strathclyde University and is developing an international research profile for her work in corporate brand/brand management. Professor Balmer (Director of the Centre) commented:
“I join my marketing colleagues in warmly welcoming Dr Punjaisri. Her research and scholarship in the corporate branding/branding field will burnish our group’s international renown in the corporate branding/corporate marketing and general marketing fields.”
This special edition of the Journal of Brand Management is devoted to China’s brands and has been guest-edited by two leading scholars in the field, Professor John M.T. Balmer and Dr Weifeng Chen of Brunel University London, UK. This issue represents a veritable “state of the art” of the nature, significance and management of brands to and from China. Research and management themes covered in the special edition, written by leading scholars from China, Europe and North America, include a review of China’s brands and brand development, the Chinese luxury brand market and luxury brand-building in China, the images of foreign versus domestic retailer brands, corporate heritage brands in China and a brand culture approach to Chinese cultural heritage brands.
For a limited time JBM is offering these articles free to view:
China’s brands, China’s brand development strategies and corporate brand communications in ChinaCorporate heritage brands in China. Consumer engagement with China’s most celebrated corporate heritage brand – Tong Ren Tang: 同仁堂