Corporate brand management imperatives: Custodianship, credibility, and calibration

California Management Review

Volumn 54, Issue 3, 2012, Pages 6-33

  Balmer, John M T ^a  

^a BRUNEL UNIVERSITY   (United Kingdom)

Author keywords

Brand equity; Brand management; China; Communication in organizations; Corporate culture; Corporate strategy; Organizational change; United Kingdom

Indexed keywords

EID: 84863429396     PISSN: 00081256     EISSN: None     Source Type: Journal    
DOI: 10.1525/cmr.2012.54.3.6     Document Type: Review

References (91)

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2. K. Punjaisri and A. Wilson, "Internal Branding Process: Key Mechanisms, Outcomes and Moderating Factors," European Journal of Marketing, 45/9-10 (2011): 1521-1538
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7. J.M.T. Balmer and M.-N. Liao, "Student Corporate Brand Identification: An Exploratory Case Study," Corporate Communications: An International Journal, 12/4 (2007): 356-375
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15. J. Motion, S. Leitch, and R.J. Brodie, "Equity in Corporate Co-Branding: The Case of Adidas and the All Blacks," European Journal of Marketing, 37/7-8 (2003): 1080-1094
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32. www.subway.co. uk/business/franchise/facts-and-history.aspx, accessed January 26, 2012.
33. "Hotels: Asset-Light or Asset-Right," The Economist, November 13, 2010, pp. 79-80.
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44. P. Drucker, "The Discipline of Innovation," Harvard Business Review, 63/3 (May/June 1985): 67-72.
45. J. Micklethwait and A. Wooldridge, The Company: A Short History of a Revolutionary Idea (New York, NY: The Modern Library, 2005), p. 133. Note that in recent years, the British Triumph brand has enjoyed something of a renaissance, as has the Harley-Davidson marque in the U.S.
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48. The Lex Column, "News Corporation," The Financial Times, July 9, 2011, p. 22.
49. D. Hyde, "New Products that Remain True to Core Values," in W. Dauphinais and C. Price, eds., Straight from the CEO (London: Nicholas Brealey Publishing, 1998), p. 304.
50. C. Wolmar, The Subterranean Railway (London: Atlantic Books, 2005), pp. 254-257, 266-277
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54. W.Isaacson, Steve Jobs (London: Little Brown, 2011)
55. R. Waters, "Generation Jobs," The Financial Times, October 29, 2011, p. 14
56. "Insanely Great," The Economist, October 29, 2011, p. 90
57. "The Magician," The Economist, October 8, 2011, p. 15
58. "A Genius Departs," The Economist, October 8, 2011, p. 79
59. "The Book of Jobs," The Economist, January 30, 2011, p. 11.
60. For an overview of organizations as social and political entities, seeD. Bach and D.B.Allen, "What Every CEO Needs to Know About Nonmarket Strategy," MIT Sloan Management Review, 51/3 (Spring 2010): 41-50.
61. J.M.T. Balmer, "Corporate Marketing Myopia and the Inexorable Rise of a Corporate Marketing Logic: Perspectives from Identity-Based Views of the Firm," European Journal of Marketing, 45/9-10 (2011): 1329-1352
62. E. Karaosmanoglu, A.B.E. Bas, and J. Zhang, "The Role of the Other Customer Effect in Corporate Marketing: Its Impact on Corporate Image and Customer-Company Identification," European Journal of Marketing, 45/9-10 (2011): 1416-1445
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64. J.M.T. Balmer, "Corporate Marketing; Apocalypse, Advent and Epiphany," Management Decision, 47/4 (2009): 544-572
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66. J.M.T. Balmer, "Corporate Identity and the Advent of Corporate Marketing," Journal of Marketing Management, 14/8 (1998): 963-996.
67. The Halifax Building Society quote is from J. Kay, "The Squandered Legacy," The Financial Times Magazine, June 6-7, 2009, p. 35. The Building Society quote is from J. Torley, "They Have Been Arrogant and Reckless," The Times (of London), May 30, 2009, p. 6.
68. Quote from presentation given by Lord Marshall of Knightsbridge, J.M.T. Balmer, and S.A. Greyser at the 9th International Corporate Identity Group Symposium, November 30, 2007.
69. J.M.T. Balmer, "The BP Deepwater Horizon Debacle and Corporate Brand Exuberance," Journal of Brand Management, 18/2 (October/November 2010): 97-104
70. J.M.T. Balmer, S.M. Powell, and S.A. Greyser, "Ethical Corporate Marketing. Insights from the BP Deepwater Horizon Catastrophe: The Ethical Brand that Exploded and then Imploded," Journal of Business Ethics, 102/1 (August 2011): 1-14.
71. R. Mason and G. White, "The Spill in the Gulf of Mexico Won't Stop The Deepwater Scramble for Oil," The Daily Telegraph, October 5, 2011.
72. E.H. Edersheim, "BP Culture's Role in the Gulf Oil Crisis," Harvard Business Review blogs, posted on June 8, 2010, http://blogs.hbr.org/cs/ 2010/06/the-bp-cultures-role-in-the-gu.html.
73. D. Randall, "Oil spill disaster: The guilty parties," The Independent, June 13, 2010.
74. P. Berthon, L. Pitt, M. Parent, and J-P. Berthon, "Aesthetics and Ephem- erality: Observing and Preserving the Luxury Brand," California Management Review, 52/1 (Fall 2009): 51.
75. S. McClure, J. Li, D. Tomlin, K.S. Cypert, L.M. Monatague, and P.R. Montague, "Neural Correlates of Behavioral Preference for Culturally Familiar Drinks," Neuron, 44 (2004): 379-387 (Pubitemid 39346259)
76. M. Henderson, "Coke or Pepsi? In fact it's all in the mind," The Times (London), October 14, 2004, p. 25
77. T. Oliver, The Real Coke, The Real Story (New York, NY: Penguin Books, 1986).
78. A. Wilkinson, "Changing Fortunes of the Co-operative Bank," Journal of Co-operative Studies, 71 (June 1991): 5-10
79. A. Wilkinson and J.M.T. Balmer, "Corporate and Generic Identities: Lessons from the Co-operative Bank," International Journal of Bank Marketing, 14/4 (1996): 22-35.
80. J. Gardiner and N. Wenborn, ed., The History Today Companion to British History (London: Collins and Brown, 1995), p. 198.
81. The Cooperative Bank, The Co-operative Bank Annual Report, Manchester, England, 1993.
82. B. Appleyard, "The Cooperative Bank," The Sunday Times, June 2, 1991, p. 6.
83. J.M.T. Balmer, "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 and Queen Elizabeth H's Diamond Jubilee (1952-2012)," Journal of Brand Management, 18/3 (2011): 517-544
84. T. Heald, A Peerage for Trade: A History of the Royal Warrant (London: Royal Warrant Holders Association and Sinclair-Stevenson, 2002), pp. 203-221.
85. J.M.T. Balmer, "Corporate Heritage Identities, Corporate Heritage Brands and the Multiple Heritage Identities of the British Monarchy," European Journal of Marketing, 45/9-10 (2011): 1380-1398
86. J.M.T. Balmer, "Scrutinizing the British Monarchy: The Corporate Brand that was Shaken, Stirred and Survived," Management Decision, 47/4 (2009): 639-676
87. I. Hayden, Symbol and Privilege: The Ritual Context of British Royalty (Tuscon, AZ: University of Arizona Press, 1987), p. 6.
88. J. Cannon and R. Griffiths, The Oxford Illustrated History of the British Monarchy (Oxford: Oxford University Press, 1998), p. 591
89. J.M.T. Balmer, S.A. Greyser, and M. Urde, "The Crown as a Corporate Brand: Insights from Monarchies," Journal of Brand Management, 14/1-2 (September 2006): 137-161.
90. This comparison was made in J.M.T. Balmer, "Corporate Identity, Corporate Branding and Corporate Marketing: Seeing Through the Fog," European Journal of Marketing, 35/3-4 (2001): 281.
91. J.M.T. Balmer and E.R. Gray, "Corporate Identity and Corporate Communications: Creating a Competitive Advantage," Corporate Communications: An International Journal, 4/4 (1999): 171-176.