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Explicating corporate brands and their management: Reflections and directions from 1995

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Abstract

In 1995 I wrote an article on ‘Corporate Branding and Connoisseurship', which was, arguably, one of the first articles to explicitly mention corporate brands in its title and to focus on both corporate brands and identity in terms of content. Today, 15 years on, I have been invited to reflect on developments in corporate branding scholarship.

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  1. Brunel University, London, UK

    John M T Balmer

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  1. John M T Balmer
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Correspondence to John M T Balmer.

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Balmer, J. Explicating corporate brands and their management: Reflections and directions from 1995. J Brand Manag 18, 180–196 (2010). https://doi.org/10.1057/bm.2010.46

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