ABSTRACT
Identity embraces what the company conveys in order to differentiate and
create a unique position in the environment in which it operates
Approaches to corporate identity stem from several research backgrounds:
visual/graphic design, organizational studies, marketing, and interdisciplinary
perspectives. Increasingly, researchers advocate an interdisciplinary view of
corporate identity reflecting the diverse perspectives which managers hold
about the construct
The internal management of corporate identity entails features such as the
dissemination of mission and values, consistent image implementation, and
visual identity implementation
The dissemination of mission and values establishes a strategic focus
highlighting the need for consistency and for the organization to have a sense
of continuity and purpose in its actions
The consistent image implementation concerns primarily the consistency with
which all aspects of image are presented
Visual identity implementation emphasizes the coordination of physical/
visual aspects of the corporation that constitute symbols (e.g., logos and
company name) and create tangible recognition for the organization
The image of an organization is intertwined with its leaders as top managers
are both organizational members and identity builders, key actors in
organizational identity development
Overall identity derives from the inner capability that the company has of
matching internal and external beings, establishing a singular and coherent
stance in its environment
This chapter rekindles and underlines the internal management of corporate
identity specifying aspects of its domain which are controllable
Organizations act in increasingly complex settings and dynamic environments. Growing internationalization/globalization, mergers and acquisitions, fierce competition, and volatile markets are forcing companies to find new ways to compete. Within this context, organizations are increasingly developing competitive strategies that are underpinned at the corporate level. The stakeholders that influence organizations’ activities are more interested than ever in knowing “who” is behind the products and services they encounter. Managers and researchers are therefore increasingly concerned with the dimensions of corporate management, such as corporate associations (Ellen et al. 2006) and identification (Bhattacharya and Sen 2003), corporate brand (Ind, 1997), corporate reputation (Weiss et al. 1999), corporate image (Zinkhan et al. 2001), and corporate identity (Balmer and Soenen, 1999).
