John Balmer



Professor John M.T. Balmer BA (Hons). MBA (Dunelm), PhD, A.Mus.TCL, Dip.M, PGCE
is Director of the Centre for Research in Marketing and holds a personal chair as Professor of Marketing. He is   quondam Professor of Corporate Brand/Identity Management at Bradford School of Management where he is also Visiting Professor. Read for a first degree the University of Reading followed by two periods of postgraduate studies at The University of Durham  in education (University College) and business administration. He is an elected member of the senior common rooms at University College and Collingwood College at The University of Durham. Took a PhD  in corporate identity at the University of Strathclyde University  in 1996, and within 3 years was elected 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 was appointed Professor of Corporate Marketing at Brunel University, London. All three Professorial positions are understood to be the first 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 and is known for his seminal articles on these areas. Published the first academic articles on corporate brands, corporate marketing and corporate heritage identity he also co-conceived the corporate heritage brand concept. In addition, he is known for his writing on the British Monarchy as a corporate brand/Monarchies as corporate brands along with his work on the BBC, British Airways and British Building Societies. His seminal articles in the above areas which have been published in leading journals such as the 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.

Since the early 1990s, he has served as a guest editor/joint guest editor of around 25 special editions of academic journals. 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 and Chairman of the International Symposium on Corporate Heritage, History and Nostalgia and has organised/co-organised an annual symposium which has been held in Finland, Sweden as well as the UK.

Professor Balmer is  is a well-known educationalist and 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. He serves as Chairman of the Senior Consulting Editorial Board for Journal of Brand Management and is a long-standing member of the editorial board of the European Journal of Marketing.

Research area(s)

  • Corporate Marketing
  • Corporate Identity and Corporate Brand Management
  • Corporate Heritage Brands




Foundation Course: MSc Corporate Brand Management ; Course Director: MSc Corporate Brand Management; Tutor re the MSc course in corporate identity ; Communications and reputation

Selected Publications

Journal articles

Balmer, JMT.   (2017)   'Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship.'. European Journal of MarketingDownload publication 

Balmer, JMT.   (2017)   'The corporate identity, total corporate communications, stakeholders’ attributed identities, identifications and behaviours continuum.'. European Journal of MarketingDownload publication 

Balmer, JMT.  and Chen, WF.   (2017)   'Corporate heritage brands, augmented role identity and customer satisfaction.'. European Journal of MarketingDownload publication 

Balmer, JMT.  and Yen, D.   (2017)   'The Internet of Total Corporate Communications, Quaternary Corporate Communications and The Corporate Marketing Internet Revolution.'. Journal of Marketing Management, 33 (1-2).  pp. 131 - 144. Download publication 

Balmer, JMT. , Abratt, R.  and Kleyn, N.   (2016)   'Corporate brands and corporate marketing: Emerging trends in the big five eco-system'. Journal of Brand Management, 1 pp. 3 - 7. 

Santos, FP. , Burghausen, M.  and Balmer, JMT.   (2016)   'Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands'. Journal of Brand Management, 23 (1).  pp. 67 - 88. Download publication 

Balmer, JMT.  and Wang, W-Y.   (2015)   'Why Business School Managers are a Key Corporate Brand Stakeholder Group'. International Studies of Management and Organisations

Balmer, JMT.  and Chen, WF.   (2016)   'Corporate heritage tourism brand attractiveness and national identity'. Journal of Product and Brand Management, Vol. 25 (Iss: 3,).  pp. 223 - 238. Download publication 

Balmer, JMT.  and Wang, W-Y.   (2016)   'The Corporate Brand and Strategic Direction:Senior Business School Managers’ cognitions of Corporate Brand Building and Management'. Journal of Brand Management, 25 (3).  pp. 223 - 238. doi: 10.1057/bm.2015.45 Download publication 

Balmer, JMT. , Johansen, TS.  and Nielsen, AE.   (2016)   'Scrutinizing Stakeholder Thinking. Orthodoxy or Heterodoxy?'. International Studies of Management and Organization, 46 (4).  pp. 205 - 215. Download publication 

Balmer, JMT.  and Wang, W-Y.   (2016)   'Why Business School Managers are a Key Corporate Brand Stakeholder Group.'. International Studies of Management and Organization, 46 (4).  pp. 247 - 255. Download publication 

Balmer, JMT.  and Chen, W.   (Accepted)   'CORPORATE HERITAGE TOURISM BRAND ATTRACTIVENESS. THE CASE OF TONG REN TANG AND CHINESE NATIONAL IDENTITY'. Journal of Product and Brand Management, 25 Download publication 

Balmer, JMT.  and Burghausen, M.   (2015)   'Explicating Corporate Hertiage, Corporate Heritage Brands, and Organisational Heritage'. Journal of Brand Management, 5 pp. 364 - 384. Download publication 

Balmer, JMT.  and Burghausen, M.   (2015)   'Introducing organisational heritage: Linking corporate heritage, organisational identity, and organisational memory'. Journal of Brand Management, 22 (5).  pp. 385 - 411. Download publication 

Balmer, JMT.  and Chen, W.   (2015)   'China’s brands, China’s brand development strategies and corporate brand communications in China'. Journal of Brand Management, 22 (3).  pp. 175 - 193. Download publication 

Gupta, S. , Balmer, JMT.  and Low, B.   (2015)   'Brands in, from, and to emerging markets: the role of industrial relationships'. Industrial Marketing Management, 51 pp. 4 - 10. Download publication 

Balmer, JMT.  and Chen, W.   (2015)   'Corporate Heritage Brands in China: Consumer engagement with China’s most celebrated corporate heritage brand-Tong Ren Tang: 同仁堂'. Journal of Brand Management, 22 (3).  pp. 194 - 210. doi: 10.1057/bm.2015.14 Download publication 

Burghausen, M.  and Balmer, JMT.   (2015)   'Corporate Heritage Stewardship: ACorporate Marketing Perspective'. European Jounal of Marketing, 49 (1-2).  pp. 22 - 61. Download publication 

Balmer, JMT.   (2014)   'Olins (1930–2014), corporate identity ascendancy and corporate brand hegemony. Celebrating the life of Wally Olins: Leading corporate identity exponent and prominent brand proponent'. Journal of Brand Management, 21 (5).  pp. 459 - 468. Download publication 

Balmer, JMT.   (2014)   'Corporate identity, corporate identity scholarship and Wally Olins (1930-2014)'. Corporate Communications: an international journal, 20 (1).  pp. 4 - 10. 

Burghausen, M.  and Balmer, JMT.   (2014)   'Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity'. Journal of Business Research, 67 (11).  pp. 2311 - 2323. Download publication 

Burghausen, M.  and Balmer, JMT.   (2014)   'Repertoires of the corporate past: Explanation and framework. Introducing an integrated and dynamic perspective'. Corporate Communications: an international journal, 19 (4).  pp. 84 - 4. doi: 10.1108/CCIJ-05-2013-0032 Download publication 

Hudson, T.  and Balmer, JMT.   (2013)   'Corporate heritage brands: Mead's theory of the past'. Corporate Communications: an international journal, 18 (3).  pp. 347 - 361. doi: 10.1108/CCIJ-Apr-2012-0027 

Balmer, JMT.   (2013)   'Corporate brand orientation: What is it? What of it?'. Journal of Brand Management, 20 pp. 723 - 741. doi: 10.1057/bm.2013.15 

Asaad, Y. , Melewar, TC. , Cohen, G.  and Balmer, JMT.   (2013)   'Universities and export market orientation: An exploratory study of UK post-92 universities'. Marketing Intelligence and Planning, 31 (7).  pp. 838 - 856. doi: 10.1108/MIP-01-2013-0007 

He, H-W.  and Balmer, JMT.   (2013)   'A grounded theory of the corporate identity and corporate strategy dynamic: A corporate marketing perspective'. European Journal of Marketing, 47 (3/4).  pp. 401 - 430. doi: 10.1108/03090561311297391 Download publication 

He, H-W.  and Balmer, JMT.   (2012)   'A Grounded Theory of the Corporate Identity and Corporate Strategy Dynamic: A Corporate Marketing Perspective'. European Journal of Marketing

Balmer, JMT.   (2013)   'Corporate heritage, corporate heritage marketing, and total corporate heritage communications: What are they? What of them?'. Corporate Communications: an international journal, 18 (3).  pp. 290 - 326. doi: 10.1108/CCIJ-05-2013-0031 

Balmer, J.   (2012)   'Strategic corporate brand alignment: perspectives from identity based views of corporate brands.'. European Journal of Marketing, 46 (7/8).  

Balmer, J.   (2012)   'Corporate brand management imperatives: Custodianship, credibility, and calibration'. California Management Review, 54 (3).  pp. 6 - 33. Download publication 

Balmer, JMT. , Powell, SM.  and Greyser, SA.   (2011)   'Explicating ethical corporate marketing. Insights from the BP deepwater horizon catastrophe: The ethical brand that exploded and then imploded'. Journal of Business Ethics, 102 (1).  pp. 1 - 14. Download publication 

Balmer, JMT.   (2011)   'Corporate Heritage Brands and the Precepts of Corporate Heritage Brand Management: Insights from teh British Monarchy and the Eve of the Royal Wedding of Prince William (April 2011) and Queen Elizabeth's Diamond Jubilee (1952-2012)'. Journal of Brand Management, 8 pp. 517 - 544. 

Balmer, JMT.   (2011)   'Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy'. European Journal of Marketing, 45 (9-10).  pp. 1380 - 1398. doi: 10.1108/03090561111151817 

Balmer, JMT.   (2011)   'Corporate Marketing Myopia and the Inexorable Rise of a Corporate Marketing Logic: Perspectives from Identity Based Views of the Firm'. European Journal of Marketing, 9-10 pp. 1329 - 1352. 

Balmer, JMT.   (2010)   'The BP Deepwater Horizon débâcle and corporate brand exuberance'. Journal of Brand Management, 18 (2).  pp. 97 - 104. doi: 10.1057/bm.2010.33 Download publication 

Balmer, JMT.   (2010)   'Explicating corporate brands and their management: Reflections and directions from 1995'. Journal of Brand Management, 3 pp. 180 - 196. doi: 10.1057/bm.2010.46 

Balmer, JMT. , Liao, M-N.  and Wang, W-Y.   (2010)   'Corporate brand identification and corporate brand management: how top business schools do it'. Journal of General Management, 35 (4).  pp. 77 - 102. 

Balmer, JMT.  and Thomson, I.   (2009)   'The shared management and ownership of corporate brands: The case of Hilton'. Journal of General Management, 34 (4).  pp. 15 - 37. 

Balmer, JMT.   (2009)   'Scrutinising the British Monarchy: The corporate brand that was shaken, stirred and survived'. Management Decision, 47 (4).  pp. 639 - 675. doi: 10.1108/00251740910959468 Download publication 

Balmer, JMT.   (2009)   'Corporate marketing: Apocalypse, advent and epiphany'. Management Decision, 47 (4).  pp. 544 - 572. doi: 10.1108/00251740910959413 Download publication 

Balmer, JMT. , Stuart, H.  and Greyser, SA.   (2009)   'Aligning identity and strategy: Corporate branding at British Airways in the late 20th century'. California Management Review, 51 (3).  pp. 6 - 23. Download publication 

Balmer, J.  and Greyser, SA.   (2009)   'Corporate marketing and identity: reflections and directions - Guest editorial'. Management Decision, 47 (4).  pp. 540 - 543. 

Balmer, JMT.   (2008)   'Corporate brand, the British monarchy, and the resource based view of the firm'. International Studies of Management and Organizations, 37 (4).  pp. 20 - 45. Download publication 

Balmer, JMT.   (2008)   'A resource-based view of the British monarchy as a corporate brand'. International Studies of Management and Organization, 37 (4).  pp. 20 - 44. doi: 10.2753/IMO0020-8825370401 

Balmer, JMT.   (2008)   'Identity based views of the corporation: insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image'. European Journal of Marketing, 42 (9-10).  pp. 879 - 906. doi: 10.1108/03090560810891055 

Mukherjee, A.  and Balmer, JMT.   (2008)   'New frontiers and perspectives in corporate brand management: in search of a theory'. International Studies of Management and Organization, 37 (4).  pp. 3 - 19. doi: 10.2753/IMO0020-8825370400 

Urde, M. , Greyser, SA.  and Balmer, JMT.   (2007)   'Corporate brands with a heritage'. Journal of Brand Management, 15 pp. 4 - 19. doi: 10.1057/ 

Balmer, JMT.  and He, H-W.   (2007)   'Perceived corporate identity/ strategy dissonance: triggers and managerial responses'. Journal of General Management, 33 (1).  pp. 71 - 91. 

Fukukawa, K. , Balmer, JMT.  and Gray, ER.   (2007)   'Mapping the interface between corporate identity, ethics and corporate social responsibility'. Journal of Business Ethics, 76 (1).  pp. 1 - 5. doi: 10.1007/s10551-006-9277-0 

Balmer, JMT.   (2007)   'A Resource-Based View of the British Monarchy as a Corporate Brand'. International studies of management & organization, 37 (4).  pp. 20 - 45. 

He, H-W.  and Balmer, JMT.   (2007)   'Identity studies: Multiple perspectives and implications for corporate-level marketing'. European Journal of Marketing, 41 (7/8).  pp. 765 - 785. doi: 10.1108/03090560710752393 Download publication 

Cornelissen, JP. , Haslam, SA.  and Balmer, JMT.   (2007)   'Social identity, organizational identity and corporate identity: towards an integrated understanding of processes, patternings and products'. British Journal of Management, 18 (1).  pp. 1 - 16. doi: 10.1111/j.1467-8551.2007.00522.x 

Balmer, JMT. , Fukukawa, K.  and Gray, ER.   (2007)   'The nature and management of ethical corporate identity: A commentary on corporate identity, corporate social responsibility and ethics'. Journal of Business Ethics, 76 (1).  pp. 7 - 15. doi: 10.1007/s10551-006-9278-z Download publication 


Podnar, K.  and Balmer, JMT.   (Accepted) Contemplating Corporate Marketing, Identity and Communication.  Routledge 

Balmer, JMT.   (2017) FOUNDATIONS OF CORPORATE HERITAGE. London:  Routledge 

Balmer, JMT.  and Chen, WF.   (2016) Advances in Chinese Brand Management. London:  Palgrave Macmillan 

Balmer, JMT. , Powell, S. , Kernstock, J.  and Brexendorf, T.   (2016) Advances in Corporate Branding. London:  Palgrave MacMillan 

Balmer, JMT. , Illia, L.  and Valle, AGD.   (2013) Contemporary perspectives on corporate marketing: Contemplating corporate branding, marketing and communications in the 21st century. London:  Routledge 

Balmer, JMT.  and Greyser, S.   (2003) Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate Level Marketing. New York:  Routledge 

Page last updated: Wednesday 17 February 2016