Corporate heritage brand management: Corporate heritage brands versus contemporary corporate brands

Holly Cooper; Bill Merrilees; Dale Miller

doi:10.1057/bm.2015.17

Corporate heritage brands and the precepts of corporate heritage brand management: Insights from the British Monarchy on the eve of the royal wedding of Prince William (April 2011) and Queen Elizabeth II's Diamond Jubilee (1952–2012)

Journal of Brand Management ◽

10.1057/bm.2011.21 ◽

2011 ◽

Vol 18 (8) ◽

pp. 517-544 ◽

Cited By ~ 39

Author(s):

John M T Balmer

Keyword(s):

Brand Management ◽

Corporate Heritage ◽

Corporate Heritage Brands

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Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media

Journal of Product & Brand Management ◽

10.1108/jpbm-05-2016-1199 ◽

2018 ◽

Vol 27 (1) ◽

pp. 3-17 ◽

Cited By ~ 34

Author(s):

Urška Tuškej ◽

Klement Podnar

Keyword(s):

Social Media ◽

Online Survey ◽

Identity Management ◽

Brand Management ◽

Active Engagement ◽

Brand Identification ◽

Corporate Brand ◽

Content Type ◽

Corporate Brands ◽

Brand Prestige

Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology/approach Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model. Findings Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands. Research limitations/implications Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study. Practical implications Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media. Originality/value This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.

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User-generated Brands: What Corporate Brands Can Learn from Brand Management in Virtual Worlds

User-Generated Content and its Impact on Branding ◽

10.1007/978-3-658-02350-8_6 ◽

2014 ◽

pp. 33-56

Author(s):

Severin Dennhardt

Keyword(s):

Virtual Worlds ◽

Brand Management ◽

Corporate Brands

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Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship

European Journal of Marketing ◽

10.1108/ejm-07-2017-0447 ◽

2017 ◽

Vol 51 (9/10) ◽

pp. 1462-1471 ◽

Cited By ~ 10

Author(s):

John M.T. Balmer

Keyword(s):

Practical Implication ◽

Corporate Identity ◽

Philosophical Approach ◽

Corporate Brand ◽

Corporate Marketing ◽

Content Type ◽

Corporate Heritage ◽

The Usa ◽

Brand Concept ◽

Corporate Brands

Purpose This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provide a synopsis of the five articles constituting this symposium. By means of context, this article celebrates the anniversaries of four marketing milestones apropos the formal introduction of the corporate brand concept (1995), the formal introduction of the corporate heritage notion (2006), the first special edition (in this journal) devoted to corporate identity (1997) and the formal introduction of the corporate marketing philosophical approach (1998). The latter – corporate marketing – can be viewed as a revolution in marketing thought by noting that mutually beneficial company–stakeholder relationship can be based on corporate identities and corporate brands are not restricted to products and/or services. Design/methodology/approach Taking a retrospective, this paper explains the four marketing milestones detailed above and notes the revolutionary notion of corporate marketing. All of the aforementioned have meaningfully advanced marketing scholarship over the last 20 years. Findings This study provides 18 reflections of developments with the corporate brand and corporate identity fields. It also shows the seminal importance of European Journal of Marketing (EJM) special editions on the territory dating back to 1997. Practical implication This paper discusses how corporate identity, corporate branding, corporate heritage, corporate identity and corporate marketing have, increasingly, become mainstream marketing concerns. Originality/value In marking these milestones, this celebratory EJM symposium comprises cutting-edge scholarship on the aforementioned areas, penned by renowned and prominent scholars from Australia, England, Germany and the USA.

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