Corporate Branding Solutions

The aim of this centre is to act as a academic and practitioner support network for  the advancement of knowledge in Corporate Marketing.

Corporate Marketing is seen as distinctly  different from traditional marketing in at least two significant ways:

• It is multidisciplinary in scope
• It has a more strategic senior management role

Synthesising of corporate-level concepts such as corporate identity, corporate branding and corporate communications offers the promise of a critical breakthrough in the conceptualisation of organisations by marketing scholars: thus the need to raise the umbrella of corporate marketing.

Corporate marketing should be seen as more of a philosophy rather than a function. For this reason the corporate marketing mix elements, as introduced elsewhere at this site, should be seen as informing an organisational-wide philosophy rather than as encompassing a mix of elements to be orchestrated.