ABSTRACT
Identity is a socially and historically constructed concept,a means of describing an individual or group based on criteria such as gender,social class,age,sexual orientation,race and ethnicity and is connected to issues of power,value systemsand ideology. This chapter posits Corporate Identity as being a corporate construction,whereby organisations seek to represent themselves in particular ways to be associated with strategically importantcharacteristics,values and beliefs because a strong corporate identity and positive corporate image are believed to deliver tangible bottom-line benefits. Communicating an effective corporate identity is a process of attempting to establish an organisation as legitimate as well as distinctive. The chapter will offer an approach to auditing and managing corporate image andidentity and then consider some critical approaches including ideas affecting identity and image management. It will also consider how concepts dominating public relations thinking (such as issues management and stakeholderism) can be incorporated into corporate identity (CI) management – an area often informed by a marketing paradigm.
