... an internal perspective and focus on FB identity and its influence on the construction of corporate brand identity, whereas the other two follow an external perspective that explores how FB brands are communicated and perceived by stakeholders and the influence of corporate brands and branding on FB image...

... of corporate marketing and from the literature, form the approach adopted in the paper. Findings The paper finds that, although organisations and writers have embraced the language relating to corporate marketing and to corporate‐level marketing concepts such as corporate identity, corporate branding...

...John M.T. Balmer; Stephen A. Greyser; Mats Urde Purpose This paper aims to describe the uncovering of a corporate brand's core values and implications for strategic management of its track record. Design/methodology/approach The paper examines the specific track records of Volvo, IKEA, IBM...

...John M.T. Balmer; Stephen A. Greyser; John M.T. Balmer 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...

... generally. Design/methodology/approach Taking a case history approach, the paper examines critical events in the Crown's history. It is also informed by the diverse literatures on the British Monarchy and also marshals the identity literatures and the nascent literature relating to corporate brands. Six...

...Manto Gotsi; Constantine Andriopoulos; Alan Wilson Purpose This study seeks to empirically examine cultural alignment with new corporate brand values in the rebranding aftermath. Design/methodology/approach Focuses on a case study of a firm that recently underwent a corporate rebranding...