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

Abstract

Purpose – Introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provides a synopsis of the five articles constituting this symposium. By means of context, 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, explains the above four critical milestones and the corporate marketing revolution which have meaningfully advances marketing scholarship for the past 20 years. Findings – Provides 18 reflections of developments with the corporate brand and corporate identity fields. Also shows the seminal importance of EJM special editions on the territory dating back to 1997.