Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance - and challenges - of corporate heritage formation and management. This scholarly but accessible anthology includes seminal articles on the territory and also includes five new contributions with questions for study and reflection with students on executive/taught courses in mind. With contributions from the leading international experts in corporate heritage, this book examines the research foundations of the area and applications in practice. It will be important supplementary reading for students, practitioners and specialists in corporate marketing brand management and marketing communications, as well as tourism, hospitality and heritage studies.

Contents:
John M.T. Balmer and Stephen A. Greyser Prologue: "New Beginnings" Section I: Revealing The Corporation: An Integrative Framework 1. John M.T. Balmer and Stephen A. Greyser Managing the Multiple Identities of the Corporation Section 2: Identity: The Quintessence of an Organization 2. Wally Olins Corporate Identity: the Myth and the Reality 3. Walter Margulies Make the Most of your Corporate Identity 4. Stuart Albert and David Whetten Organizational Identity 5. Helen Stuart The Effect of Organizational Structure on Corporate Identity Mangement 6. John M.T. Balmer and Edmund R. Gray Corporate Identity and Corporate Communications: Creating a Competitive Advantage Section 3: Coporate Communications: A Dimension of Corporate Meaning 7. David Bernstein Advertising Voices: Corporate Void 8. Cees B.M. Van Riel Recent Developments in Corporate Communication Section 4: Corporate Image and Reputation: the Other Realities 9. Pierre Martineau Sharper Focus for the Corporate Image 10. James Grunig Image and Substance: From Symbolic to Behavioral Relationships 11. Charles J. Fombrun and Cees B.M. Van Riel The Reputational Landscape 12. Stephen A Greyser Advancing and Enhancing Corporate Reputation Section 5: The Corporate Brand: An Organization's Covenant 13. Stephen King Brand Building in the 1990s 14. Kevin Lane Keller and David A. Aaker The Impact of Corporate Marketing on a Company's Brand Extensions 15. John M.T. Balmer The Three Virtues and Seven Deadly Sins of Corporate Brand Management Section 6: Case Study 16. Peter Phillips and Stephen A. Greyser Bank One: The Uncommon Partnership John M.T. Balmer and Stephen A. Greyser Epilogue: Beyond the Age of Innocence

An international and multidisciplinary collection of works capturing the quintessence of the corporation and its inner and outer manifestations. Drawing on their wide experience, the editors have assembled a portfolio of works from those who practice, as well as those who study and research the area. These will be of interest to anyone studying, analyzing and managing an organization's identity, image, reputation and corporate brand.
The book draws on articles from leading journals in the field and includes important recent articles as well as classics, written by recognised masters of the genre, which still inform current debate and practice.
Key feature include:
*insightful commentary from the editors on each section and articles
*discussion and study questions
* case study sections
*links to other works in the genre.
This book is invaluable to both students and managers who are concerned with comprehending the dimensions of corporate meaning.

Related link: www.routledge.com/textbooks/041528421X

Since the first International Corporate Identity Group's symposium in 1994, the fields of corporate identity, corporate communications and corporate branding have become a focal point for scholars and managers alike. Recently, the term corporate marketing has incorporated a host of key corporate-level concepts, representing a new paradigm of thought.

Contemplating Corporate Marketing, Identity and Communication is a collection of papers and extended abstracts from the 12th ICIG symposium, presenting a variety of perspectives with a view towards stimulating debate about the advances in corporate marketing, identity and communication. The contributions in this volume examine critically the development of the field and focus for future research in order to encourage cutting-edge scholarship along with practitioner insights.

In a field characterized by paradoxes - unity and variety; integration and specialization - the aim is to integrate diverse practices to inspire a more sophisticated approach or theoretical framework. The papers in this volume are both challenging and distinctive.

Since the first International Corporate Identity Group's symposium in 1994, the fields of corporate identity, corporate communications and corporate branding have become a focal point for scholars and managers alike. Recently, the term corporate marketing has incorporated a host of key corporate-level concepts, representing a new paradigm of thought. Contemplating Corporate Marketing, Identity and Communication is a collection of papers and extended abstracts from the 12th ICIG symposium, presenting a variety of perspectives with a view towards stimulating debate about the advances in corporate marketing, identity and communication. The contributions in this volume examine critically the development of the field and focus for future research in order to encourage cutting-edge scholarship along with practitioner insights. In a field characterized by paradoxes - unity and variety; integration and specialization - the aim is to integrate diverse practices to inspire a more sophisticated approach or theoretical framework. The papers in this volume are both challenging and distinctive.

Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance – and challenges – of corporate heritage formation and management. This scholarly but accessible anthology includes seminal articles on the territory and also includes five new contributions with questions for study and reflection with students on executive/taught courses in mind. With contributions from the leading international experts in corporate heritage, this book examines the research foundations of the area and applications in practice. It will be important supplementary reading for students, practitioners and specialists in corporate marketing brand management and marketing communications, as well as tourism, hospitality and heritage studies.

The last fifteen years has witnessed increased academic and practitioner interest in 'corporate branding' studies. This text gathers together an anthology of articles relating to corporate brands, supplemented with incisive commentary from the editor. It contains a selection of articles arranged in the following themes: * brand meanings * a brand miscellany * brand architecture * corporate branding frameworks. Original and unique, this book is the first major academic text on corporate branding, breaking new ground, and merging theory with practice. Each section is introduced by the editor, and each article is then contextualized and analyzed in depth. Including case studies, question and answer sections and an overriding international perspective, this text is an invaluable and exciting summary of a complex and extremely important subject.