ABSTRACT
Organizational identification is a social and psychological bond that associates stakeholders with an organization. In this process, personal goals become more integrated and congruent with the goals of an organization. Identification is seen as a critical communication process that not only affects the stakeholder's perception of an organization but also influences the organization's decisions. In combination with social categorization, which is a process of arranging and ranking the social environment, social identification is a continuous and spontaneous process. Ashforth and Johnson classified nested identifications from highorder to low-order identifications. low-order identifications are explicitly exclusive in comparison to high-order identifications that are, inclusive because they include all low-order identifications. Identification relates to whether an individual meets a very concrete condition. A corporate brand and other companie's brands can play an important role in satisfying the needs of individuals for a sense of a stable self-image, distinction from others, likeability and belonging.
