Professor John M.T. Balmer BA (Hons). MBA (Dunelm), PhD, A.Mus.TCL, Dip.M, PGCE holds a personal chair as Professor of Corporate Marketing and is Director of the Marketing and Corporate Brand Research Group. He is quondam Professor of Corporate Brand/Identity Management at Bradford School of Management where he is also Visiting Professor. Sometimes regarded as the "Father" of the corporate brand concept (1995), he also pioneered the corporate marketing, corporate heritage identity, total corporate communications and monarchical marketing notions and, penned the first academic articles in these aforementioned areas. Also co-conceived the corporate heritage brand/corporate brand with a heritage notions. Often recognised for his seminal work in making a distinction between corporate image and corporate reputation in his co-authored Long Range Planning aritcle (1998).
After a first degree from the University of Reading, and after a period of postgraduate study at The University of Durham in education (University College), he spent a short time as a teacher and then as Assistant Adminstrator of Lord Menuhin's concert agency (Live Music Now). This was followed by several years as a senior manager of a major arts complex. Subsequently undertook further postgraduate studies, this time focussing on business administration (MBA) at Durham University (Collingwood College). Appointed as a research assistant at the BBC/University of Strathclyde and, subsequently, appointed as a lecturer in marketing at the latter. Took his PhD (Strathclyde University) in 1996, and within. 3 years of his PhD graduation was elected to a personal chair as Professor of Corporate Identity at Bradford University School of Management. He subsequently was conferred the title of Professor of Corporate Brand/Identity Management in the same University in recognition of his seminal scholarship on both territories. In a similar vein, in 2007, he joined the faculty at Brunel University London where he was appointed to a personal chair as Professor of Corporate Marketing. All three Professorial positions are understood to be the first Full Professorial appointments of their kind.
Since the early 1990s, he has been a leading proponent, and tireless advocate, of the strategic importance of corporate identity, corporate brands and corporate marketing to scholars and practitioners alike. In recent years he has popularised the nascent corporate heritage field. He is known for his seminal articles in these areas. Achieved distinction for this ACID Test of corporate brand/corporate identity management frameworks he is also recognised for his writing on the British Monarchy, BBC, British Airways and British Building Societies. He conceived and helped implement the corporate brand positioning of the University of Strathclyde including the introduction of a new coat of arms and motto ("Useful Learning"). His collaborative ground-breaking study of the Swedish Monarchy - where access was granted to Their Majesties the King and Queen of Sweden and members of the Royal Family - is also notable. A long-time partnership with Professor Stephen A Greyser (Harvard Business School) resulted in many publications including the landmark book "Revealing the Corporation" (Routledge: 2002). He has published in many leading journals including California Management Review, European Journal of Marketing, Journal of Marketing Management, Journal of Business Research, Journal of General Management, Long Range Planning, British Journal of Management, International Studies of Management and Organization, Information Technology and People etc. In 2017 invited by the Oxford Dictionary of National Biography (editor: Professor Sir David Cannadine) to pen the authorative biographical essay of Wally Olins (1930-2014) - doyen of the corporate identity/brand consultancy industry (OUP: 2017).
Since the early 1990s, he has an unrivaled provenance as a guest editor/joint guest editor of over 30 special editions of academic journals focussed on corporate branding, identity, corporate marketing and corporate heritage themes etc. Arguably, these special editions have greatly facilitated the establishment of a distinct canon in the corporate brand, corporate identity, corporate marketing and, more recently, corporate heritage domains. He is the Founder, Chairman, and Conference organiser of the International Corporate Identity Group (ICIG). The ICIG's aim is to advance awareness, scholarship and the dissemination of best practice in the corporate identity, corporate brand and corporate marketing territories. Established in 1994, an ICIG symposium has been held in most years at prominent seats of learning since then in the UK, Asia, Africa and Europe. He is also the Founder, Chairman and Conference Organiser of the International Symposium on Corporate Heritage, History and Nostalgia (which has analogous aims to the ICIG) and has organised/co-organised an annual symposium which has been held in Finland, France, Sweden as well as the UK.
Professor Balmer is is a well-known educationalist and PhD supervisor. He conceived and developed the MBA, MSc, and BA (Honours) electives in corporate identity/corporate branding and corporate marketing at Strathclyde Business School (where he was the Director of the International Centre for Corporate Identity Studies) and at Bradford School of Management and has also run executive-level MBA electives for organisations such as the BBC, and Emirates Airways. He was the first Director of the landmark MSc in Corporate Brand Management at Brunel Business School and oversaw the development and introduction of the MSc in Applied Corporate Brand Management at Brunel. He serves as Chairman of the Senior Consulting Editorial Board for Journal of Brand Management and sits on the Senior Advisory Board of the Journal of Product and Brand Management.
Of the 10 most cited articles in the European Journal of Marketing: two are by Professor Balmer (one single and one jointly-authored article). His work has been cited more than 14,000 times and he has a goole h-index of 47. Currenly he has in excess of 95,000 reads on ResearchGate.
Newest selected publications
Balmer, JMT. (2018) 'Wally Olins 1930-2014'. Oxford Dictionary of National Biography, Oxford University Press, Oxford..Open Access Link
Balmer, JMT. (2017) 'Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship.'. European Journal of Marketing, 51 (9-10). pp. 1462 - 1471. ISSN: 0309-0566 Open Access Link
Balmer, JMT. (2017) 'Strategic corporate brand alignment: perspectives from identity based views of corporate brands.'. European Journal of Marketing, 46 (7/8). pp. 1064 - 1092. ISSN: 0309-0566
Balmer, JMT. (2017) 'The corporate identity, total corporate communications, stakeholders’ attributed identities, identifications and behaviours continuum.'. European Journal of Marketing, 51 (9-10). pp. 1472 - 1502. ISSN: 0309-0566 Open Access Link
Balmer, JMT. and Chen, WF. (2017) 'Corporate heritage brands, augmented role identity and customer satisfaction.'. European Journal of Marketing, 51 (9-10). pp. 1510 - 1521. ISSN: 0309-0566 Open Access Link