ABSTRACT
Since 1994, when the first International Corporate Identity Group (ICIG) symposium was held, the fields of corporate identity, corporate communications and corporate branding have developed apace; today they are seen as critical zones on the global stage for scholars and managers alike. Recently, the term corporate marketing has been proposed as a new umbrella philosophy; it is a paradigm that takes account of the family of key corporate-level concepts such as corporate identity and branding, corporate reputation and corporate image, corporate and brand identification, employer branding and stakeholder relations. In effect, corporate marketing represents a new corporate gestalt.
