Journal articles: 'Corporate identity and corporate image'

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Thøger Christensen, Lars, and Søren Askegaard. "Corporate identity and corporate image revisited ‐ A semiotic perspective." European Journal of Marketing 35, no. 3/4 (April 1, 2001): 292–315. http://dx.doi.org/10.1108/03090560110381814.

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Asserts that the marketing discipline has been quite instrumental in securing and maintaining both practical and theoretical attention to the issues of identity and image in contemporary organisations. Discusses and critiques much of the discourse of corporate identity and image management. This is accomplished through a semiotic exercise in which prevailing perspectives and assumptions with respect to corporate identity and image are explained, analysed and subjected to a coherent interpretive framework. Rather than trying to legislate terminology or suggest conceptual parsimony, we use the semiotic framework as one way to illustrate the benefits of theoretical consistency and to stimulate self‐reflection among scholars who use the notions of identity and image.

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Pruzan, P. "Corporate Reputation: Image and Identity." Corporate Reputation Review 4, no. 1 (April 2001): 50–64. http://dx.doi.org/10.1057/palgrave.crr.1540132.

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Schmitt, Bernd H., Alex Simonson, and Joshua Marcus. "Managing corporate image and identity." Long Range Planning 28, no. 5 (October 1995): 82–92. http://dx.doi.org/10.1016/0024-6301(95)00040-p.

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Pende, Hrvoje. "CULTURE, IDENTITY AND CORPORATE IMAGE: POSSIBILITIES AND LIMITATIONS." Tourism and hospitality management 9, no. 1 (2003): 137–51. http://dx.doi.org/10.20867/thm.9.1.13.

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Corporate culture, identity and image are highly intertwined. Management style, its culture and ability to communicate proclaimed values to the employees and other stakeholders determines the corporate culture, as a tacitly agreed way of behavior. Strong and positive cultures generally create favorable identities and images, while negative cultures undoubtedly lead to undesirable identities (personal and corporate) and images. Modem societies expect higher business standards and ethics from their organizations. To meet those expectations successfully, corporations has to create positive identity/image. It is only achievable through recognizable way of communicating their organization and their products, i.e. through distinctive internal culture. Strong, modem and social responsible corporate culture, based on universal and business ethics, helps the organization to reach and attract consumers and to remain in globalized business.

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Laws, Susan Marie. "Corporate communication: identity, image and reputation." International Journal of Business Competition and Growth 3, no. 4 (2014): 344. http://dx.doi.org/10.1504/ijbcg.2014.065842.

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Van Heerden, C. H. "Developing a corporate image model." South African Journal of Economic and Management Sciences 2, no. 3 (September 30, 1999): 492–508. http://dx.doi.org/10.4102/sajems.v2i3.2593.

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A survey of current literature and corporate identity manuals may create the impression that corporate identity consists solely of visual identity cues. In this paper the view is explored that corporate identity consists of both visual and behavioural cues. Most corporations strive towards a positive corporate image. This can be attained only by taking into account also such aspects as customer service and employee behaviour, and not just creating attractive buildings, uniforms, logos and slogans. An analysis of selected literature and the results of four independent studies are reported to support the proposal of a Corporate Image Model that needs further research and refinement.

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Wąsikiewicz-Firlej, Emilia. "Corporate identity vs. corporate image in the eyes of professionals: an interview-based study." Scripta Neophilologica Posnaniensia, no. 18 (February 7, 2019): 109–25. http://dx.doi.org/10.14746/snp.2018.18.11.

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Contrary to subsequent studies focused on the construction of corporate identity, this article aims to examine the stakeholder’s perception of corporate identity projected to the public through language and visual manifestations on corporate “About us” pages. A qualitative, data-driven approach has been taken in the study. The results, based on data collected from in-depth, semi-structured interviews with twenty professionals, demonstrate the interviewees’ deep scepticism towards corporate narrations, which are interpreted as persuasive and serving corporate ends. Thus, online projections of corporate identities do always match actual images held by stakeholders. The interviewees have emerged as critical readers of corporate communications and active constructors of corporate image.

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Le Roux, C., and C. Du Plessis. "An exploratory Q study of corporate brand identity elements governing corporate brand image formation." Southern African Business Review 18, no. 3 (January 29, 2019): 119–41. http://dx.doi.org/10.25159/1998-8125/5688.

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12Because of the growing demands on businesses to distinguish themselves from competitors, corporate brand identity and image are considered to be fundamental in enhancing the visibility and credibility of a business. This study identifi ed the perceptions of South African businesses across various industries of corporate brand identity elements that govern corporate brand image formation. In doing so, a theoretical perspective was adopted that borrows from both marketing communication and corporate communication theories. Firstly, the corporate brand identity elements deemed signifi cant in corporate brand image formation were identified from earlier literature and research. Secondly, Q methodology was used to categorise the variety and span of subjective opinion on those corporate identity elements deemed significant for corporate brand image formation. Finally, the dominant perceptions of the factors that govern corporate brand image formation were isolated through Q factor analysis. Seven richly diverse factors were derived, reflecting the most salient perceptions on the topic, namely trustworthiness of the brand, creative marketing, effective management and administration, stability through business innovation, customer satisfaction, effective integrated communication and strategic positioning of the brand.

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Rothe, Anna von Eisenhart. "Corporate Identity – Das sind Sie!" ergopraxis 11, no. 06 (June 2018): 44–45. http://dx.doi.org/10.1055/a-0587-7812.

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Wer sind Sie, was zeichnet Sie aus? Woran denken Patienten, Klienten, Ärzte und Kollegen, wenn Sie an Ihre Praxis denken? Könnten Sie diese Fragen beantworten? Schon wieder eine Frage! Aber eine gute. Ein unverwechselbares Profil der Praxis und ein gutes Image sind Gold wert. Überlassen Sie es nicht dem Zufall, wie man über Ihr Unternehmen denkt und spricht. Arbeiten Sie stattdessen konsequent an Ihrer Corporate Identity.

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Eisenhart Rothe, Anna von. "Corporate Identity – Das sind Sie!" physiopraxis 16, no. 06 (June 2018): 56–57. http://dx.doi.org/10.1055/a-0587-8162.

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Wer sind Sie, was zeichnet Sie aus? Woran denken Patienten, Klienten, Ärzte und Kollegen, wenn Sie an Ihre Praxis denken? Könnten Sie diese Fragen beantworten? Schon wieder eine Frage! Aber eine gute. Ein unverwechselbares Profil der Praxis und ein gutes Image sind Gold wert. Überlassen Sie es nicht dem Zufall, wie man über Ihr Unternehmen denkt und spricht. Arbeiten Sie stattdessen konsequent an Ihrer Corporate Identity.

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Leiva, Ricardo, Ignacio Ferrero, and Reyes Calderón. "Corporate Reputation in the Business Ethics Field: Its Relation with Corporate Identity, Corporate Image, and Corporate Social Responsibility." Corporate Reputation Review 19, no. 4 (October 18, 2016): 299–315. http://dx.doi.org/10.1057/s41299-016-0008-x.

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Boafo, Nana Danso, Fred Agyapong, Priscilla Asare, and Grace Amponsah. "The Balance Between Corporate Identity And Corporate Image And Its Impact On Marketing Of Universities In Ghana." Archives of Business Research 8, no. 5 (June 7, 2020): 302–15. http://dx.doi.org/10.14738/abr.85.8323.

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Universities are adopting different strategies to attract students, enhance satisfaction level and loyalty as well as branding in a competitive market. Although university corporate identity and image is becoming an increasingly important issue in the marketing of universities in Ghana, there is sometimes a mismatch between the university corporate identity and image which can lead to poor marketing performance. This has therefore necessitated this study which is, evaluating the balance between corporate identity and corporate image and its impact on marketing performance of universities in Ghana using Christian Service University College as the case study. The study was descriptive. Population was past and current students of the university. Five hundred and seventy five (575) persons were sampled using convenience sampling method. Multiple linear regression was used to analyze data. Findings revealed a balance between CSUC corporate identity and corporate image, as it has positively impacted on the university’s marketing performance in these challenging times for private universities in Ghana. This was based on the evidence that, majority of the responses attested to the fact that the university practiced its Christian values inbuilt in its brand , also the university does what it says it stands for. Respondents were happy with lecturers and the university graduates’ performances on the field. The study recommended that Universities must create a perfect fit between their corporate identity and corporate image since they impact on their marketing performance, and also all staff must be made to understand the relationship between the institution's corporate identity and corporate image and its impact on marketing performance of the institution.

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Cunningham, Stephanie, T. Bettina Cornwell, and Leonard V. Coote. "Expressing Identity and Shaping Image: The Relationship between Corporate Mission and Corporate Sponsorship." Journal of Sport Management 23, no. 1 (January 2009): 65–86. http://dx.doi.org/10.1123/jsm.23.1.65.

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Despite the popularity of sponsorship-linked marketing programs, we know little about how firms form sponsorship policies. This article describes a corporate identity-sponsorship policy link and offers empirical support for it via a mixed method research design. Content analysis of 146 Fortune 500 companies’ online sponsorship policies and mission statements is followed by cluster, factor and multinomial regression techniques. Results show that corporate identity, as reflected in mission statements, matters to sponsorship policy. Specifically, companies emphasizing financial success in their mission statements prefer to sponsor individual athletes, education, the environment and health-related activities. Alternatively, companies stressing the importance of employees demonstrate a propensity to sponsor team sports, entertainment, religious, community, charity and business related activities. Reasons for these strategic differences are discussed.

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Stuart, Helen. "Exploring the corporate identity/corporate image interface: An empirical study of accountancy firms." Journal of Communication Management 2, no. 4 (February 1998): 357–73. http://dx.doi.org/10.1108/eb023476.

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Karaosmanoglu, Elif, and T. C. Melewar. "Corporate communications, identity and image: A research agenda." Journal of Brand Management 14, no. 1-2 (September 2006): 196–206. http://dx.doi.org/10.1057/palgrave.bm.2550060.

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Bromley, D. B. "Psychological Aspects of Corporate Identity, Image and Reputation." Corporate Reputation Review 3, no. 3 (July 2000): 240–52. http://dx.doi.org/10.1057/palgrave.crr.1540117.

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Vuković, Milovan, Aleksandra Vuković, Ivana Mladenović-Ranisavljević, and Snežana Urošević. "Analysis of the relationship between corporate identity, image and reputation of the company." Tehnika 76, no. 4 (2021): 499–505. http://dx.doi.org/10.5937/tehnika2104499v.

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For a long time, corporate identity, corporate image and corporate reputation have been studied from a number of academic perspectives, due to their intangibility and their significant role in gaining an organization's competitive advantages. Recent business circumstances (for example, the economic downturn due to the Covid-19 pandemy) bring new challenges for companies and their long-term survival. The aim of this paper is to review the constructs of corporate identity, corporate image and corporate reputation, and, thus, to remove or reduce the misunderstanding of the three constructs in the relevant literature. After a thorough theoretical review, some influential conceptual models were examined, pointing out the role of communication in the whole process of corporate marketing.

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Balmer, John M. T. "The corporate identity, total corporate communications, stakeholders’ attributed identities, identifications and behaviours continuum." European Journal of Marketing 51, no. 9/10 (September 12, 2017): 1472–502. http://dx.doi.org/10.1108/ejm-07-2017-0448.

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Purpose This paper aims to introduce a new integrated strategic framework entitled, “The corporate identity, total corporate communications, stakeholders’ attributed identities, identifications and behaviours continuum” and elucidates the central and strategic importance of corporate identity apropos corporate communications, corporate image, attributed stakeholder identifications and resultant behaviours. The strategic importance of corporate identity is noted. The continuum incorporates a variety of disciplinary/theoretical perspectives. Design/methodology/approach The paper/framework is informed by corporate marketing and strategic perspectives; legal theory of the firm; social identity branch theories; and stakeholder theory. The effects and management of corporate identity are seen as a continuum. The framework accommodates Tagiuri’s (1982) scholarship on corporate identity. Findings This paper formally introduces and explicates “The corporate identity, total corporate communications, stakeholders’ attributed identities, identifications and behaviours continuum”. Corporate identity management is an on-going strategic senior management/strategic requisite. Notably, the legal theory of company law – routinely overlooked – and its impact on corporate identity management is accepted, acknowledged and accommodated. The importance of stakeholders and stakeholder identification (a derivative of social identity theory) is underscored. Practical implications Via the explication of the continuum, managers can comprehend the nature and importance of corporate identity; appreciate that corporate identity adaptation/change is on-going; comprehend its interface/s with corporate communications, stakeholder attributed identities, identifications and the business environment; understand the need for on-going fidelity to an institution’s legally based core purposes and corporate identity traits (juridical identity); cognise the efficacy of constant stakeholder and environmental analysis. Corporate identity sustainability requires corporate identity to be advantageous, beneficial, critical, differentiating and effectual. Stakeholder prioritisation is not solely dependent on power, legitimacy and urgency but on legality, efficacy, ethicality and temporality. Originality/value The resultant framework/approach, therefore, aims to make a meaningful advance on the territory and, moreover, seeks to be of utility to scholars and practitioners of corporate marketing, strategy and company law. Arguably, therefore, the framework is more ambitious than extant framework on the domain. The resultant framework/approach, therefore, aims to make a meaningful advance on the territory and seeks to be of utility to scholars and practitioners of corporate identity, communications, images, identification, stakeholder theory, company law and, importantly, corporate strategy.

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Sofiana, Yunida. "Strategic Implementation of Corporate Identity in A Design Company." Humaniora 4, no. 1 (April 30, 2013): 168. http://dx.doi.org/10.21512/humaniora.v4i1.3426.

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Implementation of Corporate Identity has been increase enormously over the past 20 years and predicting will be increase higher in the future. Design Company will be the one who will get the big impact from these changes. Business world believes that corporate identity as important aspect to consider if they want to succeed and competed in their business. An important part of this article is to learn about corporate identity from the literatures and then apply that knowledge and the experiences gained to discuss the strategic implementation of a corporate identity within Design Company. Many companies especially design companies try very hard and seriously to develop a corporate identity of their clients other than their own. As part of the review, the concept of corporate identity, corporate image, corporate communication, corporate structure, corporate culture and how design companies implement and designing a corporate identity for themselves will be examined.

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Ali, Imran. "The Nexus Between CSR, Corporate Image, Company Identification, Emotional Attachment and Small Equity Investors Behavior." International Journal of Applied Behavioral Economics 6, no. 3 (July 2017): 39–52. http://dx.doi.org/10.4018/ijabe.2017070103.

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Marketing literature provides empirical evidence on the relationship among corporate social responsibility (CSR), company identification, emotional attachment, corporate image and consumer behavior. However, there is sparse research that examines the impact of CSR, image, identity and emotional attachment in shaping investors' behavior. The current study fills this gap by proposing and testing a conceptual model that examines the nexus between CSR, company identification, emotional attachment and corporate image and investor behavior. Data has been collected from small equity investors trading at Lahore Stock Exchange in Pakistan using self-administered survey questionnaire technique. The study used structural equation modeling (SEM) technique to test the proposed model. The study found positive association between CSR, and corporate image, corporate identity and development of emotional attachment with company. The higher level of CSR, corporate image, corporate identity and emotional attachment leads to development of investors' behavioral loyalty with company.

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Van Heerden, C. N., A. N. Schreuder, and M. Gouverneur. "Factors that determine the corporate image of South African fast food restaurants." South African Journal of Economic and Management Sciences 3, no. 1 (March 31, 2000): 125–42. http://dx.doi.org/10.4102/sajems.v3i1.2603.

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Current operating practices of small businesses indicate that more time is devoted to the cosmetic side of corporate identity than managing service delivery. The main argument pursued in this paper is based on the view that both visual and behavioural corporate identity cues create impressions in the minds of corporate publics to form an overall corporate image. A set of bipolar adjectives was therefore used to test various visual, behavioural and core product elements of restaurant corporate image. A key finding was made that the joint customer service and employee dimension, was rated as the most important factor in the choice of fast food restaurants, which confirms that corporate image is created by visual and behavioural identity.

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Arendt, Sebastian, and Malte Brettel. "Understanding the influence of corporate social responsibility on corporate identity, image, and firm performance." Management Decision 48, no. 10 (November 16, 2010): 1469–92. http://dx.doi.org/10.1108/00251741011090289.

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van Rekom, Johan. "Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate-level Marketing." Corporate Reputation Review 7, no. 4 (January 2005): 388–91. http://dx.doi.org/10.1057/palgrave.crr.1540234.

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Jukić, Dinko. "Ekvilibrij korporativne marke: analiza identiteta." Oeconomica Jadertina 8, no. 2 (December 12, 2018): 34–47. http://dx.doi.org/10.15291/oec.2739.

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The paper presents and analyses contemporary corporate brand models, brand personality constructs as well as model C2ITE. Equilibrium of the corporate brand is constituted by an integrated model of different theoretical approaches to brand phenomena. The primary model is acquired as hexagonal brand identity, as it is also a starting construct that unites the derived models. The corporate brand is causal and depends on joint communication with all C2ITE features. The corporate brand origin is the corporate identity displayed and interpreted by the ACID test model. Corporate identity is essential for several reasons: it enables further creation of the corporate brand, image and other constructs, but also because of the strategic dimension of brand positioning in consumer consciousness. The design of the brand personality is confirmed by the CBBE model dimensions. The corporate brand equilibrium is suggested by the diversification of identity, image and personality. The corporate brand must have the ability to react quickly to market changes, as well as developed collaborative approach to all participants.

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Foroudi, Pantea, Khalid Hafeez, and Mohammad M. Foroudi. "Evaluating the impact of corporate logos towards corporate reputation." Qualitative Market Research: An International Journal 20, no. 2 (April 10, 2017): 158–80. http://dx.doi.org/10.1108/qmr-05-2015-0043.

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Purpose This paper aims to examine the impact of corporate logos on corporate image and reputation in creating competitive advantage in the context of Persia and Mexico as emerging markets. The paper provides an extensive links between corporate logo and its dimension and internal stakeholders’ attitudes towards advertisement, familiarity and recognisability as intermediaries to corporate image and reputation. Design/methodology/approach A qualitative exploratory approach was undertaken, comprising 12 face-to-face interviews and 14 skype in-depth interviews with graphic designers, design, communication and marketing consultant in Mexico and Persia based on attribution theory. Findings The study posits that the more favorable the name, colour, typeface and design of the company logo, the more favorable the attitude Mexican consumers have towards the corporate logo, corporate image and reputation. However, in comparison for Persia these factors have less effect on customers’ judgment and behaviour, towards the corporate logo, corporate image and reputation. The research findings suggest that the selection of colour in a corporate logo is related to its marketing objectives, cultural values, desired customer relationship levels with the organisation and organisation’s corporate communications. Originality/value Corporate logo has received little attention in marketing literature and rarely researched in the context of emerging market. This is the first research of its kind to find the effect of the compound logo in emerging markets of Persia and Mexico. Therefore, this research makes significant contribution towards the corporate visual identity literature by developing of the sphere of influence of the corporate logo and its antecedents and consequences (corporate image and corporate reputation).

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Balmer, John M. T., and Klement Podnar. "Corporate brand orientation: Identity, internal images, and corporate identification matters." Journal of Business Research 134 (September 2021): 729–37. http://dx.doi.org/10.1016/j.jbusres.2021.06.016.

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Муллер, Марина В’ячеславівна, and Марина Вікторівна Корнієнко. "The system of corporate identity visual elements while forming the company’s image." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 1(72) (June 24, 2019): 101–7. http://dx.doi.org/10.26906/eir.2019.1(72).1443.

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The article explores the term “identity” and in particular “corporate identity”, which means the employees’ awareness of the organization’s value, their place in it, the creation of the “we” sense and the pride of affiliation to their organization. It is proved that among the basic elements of corporate identity the visual ones – symbols, signs, corporate color and font, form and composition – play the main role. This is because of the subconscious perception of visual information, and therefore, a greater emotional reaction. Due to the knowledge of the psychological peculiarities of perception in design and the ability to synthesize them into a single whole, it is possible to significantly improve the quality of a corporate style creation withing the organization.

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Worcester, Robert. "Reflections on corporate reputations." Management Decision 47, no. 4 (May 1, 2009): 573–89. http://dx.doi.org/10.1108/00251740910959422.

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PurposeThe purpose of this paper is to illustrate the importance of corporate reputation to the management of contemporary organisations.Design/methodology/approachThe approach takes the form of survey research and case studies. The paper is informed by corporate image and reputation research undertaken for major international corporations, governments and NGOs in the UK and in countries throughout the world dating back to the late 1960s.FindingsThe paper finds that corporate image is an important factor in the success or failure of virtually all major organisations; corporate reputation is the synthesis of many factors: the brand(s) image, the products (and/or services) class image(s), the brand user(s) image, the image of the country of perceived ownership of a corporation, and the corporate culture/personality; corporate reputations can be measured, and changes in corporate reputations can be tracked; and corporate responsibility is replacing corporate social responsibility as an increasingly important factor in how people regard the corporate reputation of organisations.Practical implicationsPolicy makers should actively research and manage their corporate reputation. Familiarity breeds favourability, not contempt. All too often senior managers and their advisers (brand and corporate consultants, design consultants, advertising and public relations advisers, etc.), who have responsibility for the organisation's corporate reputation, muddle the distinctions between corporate reputation, corporate image, corporate identity, corporate personality, corporate culture, and other ways by which the elements of the corporate reputation are defined, and therefore used and measured.Originality/valueThe paper shares some of the lessons learned from 40 years' experience of MORI. The paper also marshals insights from the published output, lectures, and image‐modelling work.

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WITT, PETER, and VERENA RODE. "CORPORATE BRAND BUILDING IN START-UPS." Journal of Enterprising Culture 13, no. 03 (September 2005): 273–94. http://dx.doi.org/10.1142/s0218495805000173.

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In this paper, we develop a multi-stage formative measurement model to investigate which factors constitute the corporate brand of a start-up as seen from within the firm (corporate identity) and as perceived from outside (corporate image). Furthermore, we propose a structural model for brand building in start-ups, i.e. the causal relation between corporate identity and corporate image. We test this model empirically for a sample of 311 German start-ups. The study proves the importance of well-balanced and timely corporate branding activities in new ventures. It shows that internal branding activities are at least as important as those communication measures that are directly targeted at external audiences like customers and investors.

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Vostriakov, Oleksandr, and Galyna Volokhova. "CONCEPTUALIZATION OF THE CORPORATE IDENTITY, IMAGE, AND REPUTATIONAL STUDIES." European Journal of Economics and Management 7, no. 1 (2021): 113–21. http://dx.doi.org/10.46340/eujem.2021.7.1.15.

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IŞIK, Özlem. "CORPORATE IDENTITY BUILDING OF UNIVERSITIES IN THE CONTEXT OF ORGANIZATIONAL COMMUNICATION: AN ANALYSIS ON UNIVERSITY WEBSITES." TURKISH ONLINE JOURNAL OF DESIGN ART AND COMMUNICATION 11, no. 2 (April 1, 2021): 659–86. http://dx.doi.org/10.7456/11102100/021.

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Corporate websites are one of the most effective tools for the organization to communicate with its target audience. In addition to being effective communication tools, corporate websites also support corporate communications and help the formation of corporate identity. Corporate identity is a completely planned process in which the character of the corporation is expressed. Determining the extent of the usage of these tools and applications in the websites of corporates is important in terms of presenting the current situation and making predictions for the future. Universities use web sites to communicate effectively, efficiently and quickly with their internal and external stakeholders and hence make use of websites as promotional tools. In this study, the websites of the universities ranked top ten according to URAP 2020- 2021 (University Ranking by Academic Performance) have been analyzed with content analysis method in the context of cultural identity dimensions. Study results have shown that, applications about corporate communications and its tools and the visual elements of corporate identity take place in all of the corporate websites; the websites are tried to be made interesting, especially with animated images; the elements about corporate culture take place in faculty home pages; the elements about corporate behavior is featured with the purpose of information after alteration or activity; the senior management staff are featured more on the component of corporate structure and the industry identity components of universities have similar programs hence it can be said that they gain industry identity. For future studies, conducting a comparative analysis on private and public universities and a comparative analysis on the context of different themes of the websites of the universities in our country and the universities operating abroad can be presented as suggestions.

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Bick, G., R. Abratt, and A. Bergman. "Perceptions of the corporate identity management process in South Africa." South African Journal of Business Management 39, no. 3 (September 30, 2008): 11–20. http://dx.doi.org/10.4102/sajbm.v39i3.563.

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This article reports on a qualitative study of how the corporate identity management process is perceived and managed by senior executives in large South African companies. The concepts of identity, corporate reputation, corporate branding, and the corporate identity management process are discussed. It is suggested that these concepts create confusion among executives and academics and therefore the image and reputation of a company may be affected. Results are reported from an in-depth study of 14 senior managers and directors from 8 large companies. Key recommendations are made and a step-by-step guide is given on how to develop an effective and successful corporate identity, leading to a good reputation in the long term.

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Foroudi, Pantea, Mohamma M. Foroudi, Bang Nguyen, and Suraksha Gupta. "Conceptualizing and managing corporate logo: a qualitative study." Qualitative Market Research: An International Journal 22, no. 3 (June 10, 2019): 381–404. http://dx.doi.org/10.1108/qmr-04-2017-0080.

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Purpose This paper aims to examine corporate logo as an effective means of communication, by synthesizing knowledge from various domains to explore its relationships with corporate image and reputation. Design/methodology/approach The data were gathered during seven in-depth interviews with UK communication/design consultancy agencies and experts, and four focus-group discussions were conducted with a total of 24 people (17 men and 7 women) to encourage a sufficient level of group interaction and discussion on corporate logo. Findings Findings reveal convergence in views concerning fundamental components of corporate logo among managers, employees and consumers. The categorization described herein provides a framework to further develop corporate logo to advance a favorable corporate image and corporate reputation. Originality/value Corporate logo has received little attention in marketing literature. This study extends current academic understanding about the role of corporate logo in strengthening the relationship between corporate image and corporate reputation. Therefore, this study makes a significant contribution toward the corporate logo, design and identity literature by developing the sphere of influence of the corporate logo and its antecedents and consequences. Its findings will be valuable for marketing decision-makers and practitioners who are engaged in improving the logo of any company, considering the perceptions of managers, employees and consumers about its reputation and image. Implications exist for marketing scholars, as well as for general and cross-functional managers involved in managing a company’s corporate visual identity, and marketing decision-makers.

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Verboven, Hans. "Communicating CSR and Business Identity in the Chemical Industry Through Mission Slogans." Business Communication Quarterly 74, no. 4 (October 19, 2011): 415–31. http://dx.doi.org/10.1177/1080569911424485.

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This article analyzes the communication of corporate social responsibility (CSR) and corporate image in the chemical industry through mission slogans. Morsing’s (2006) CSR communication framework is adapted for a comparative analysis of the strategies behind mission slogans. By grouping rhetorical strategies in a mission slogan into a mission slogan functionality grid, it was found that most chemical companies use the mission slogan to share their value proposition (CSR promise) and to present their often-stigmatized activities in a euphemistic way. This article offers the tools to use mission slogans as lenses through which to analyze corporate image strategies.

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Dinnie, Keith. "Creating Corporate Reputations: Identity, Image and Performance20032Grahame Dowling. Creating Corporate Reputations: Identity, Image and Performance. 2001: Oxford University Press, ISBN: 19‐924163‐5." European Journal of Marketing 37, no. 7/8 (August 2003): 1144–47. http://dx.doi.org/10.1108/03090560310477726.

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Saputra, Ari, Ade Kosasih, and Deden Bagja Sudrajat. "Redesign Corporate Identity Sebagai Peningkatan Image Perusahaan Studi Kasus PT. Finansia Multi Finance." CICES 2, no. 2 (August 30, 2016): 173–87. http://dx.doi.org/10.33050/cices.v2i2.316.

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The era of globalization brings two effects, on the one hand can increase the opportunities in the field of employment, on the other side of the business world increasingly keen competition and tight. Therefore, it needs the right strategy for success in the business world. In marketing the product until now the company has been using various forms of media support facilities include: media banners, xbanner, brochures, stickers products and supported other visual media used by the company. But the company realized that a competitor with a similar type of business more and more, and also continues to grow. The problems increase with the identity of the old logo is not in accordance with the vision and mission as well as management targets. From the condition the company calls for the renewal of the corporate identity to build the image and identity is formed through the overall appearance of design in any media promotional campaign as a support program in order to further enhance the attractiveness to prospective customers. Analysis of problems derived from interviews with Branch Operation Manager PT. Finansia Multi Finance relating to the design of corporite identity redesign. The end result of this research is the manufacture of Graphic Standards Manual that is intended for the manufacture of the logo as a corporate identity of a company systematically arranged, and there is no error of perception / view in the application of the logo on any existing media include media banners, xbanner, brochures, stickers products and supported other visual media used by the company. With the redesign of the design coorporite identity at PT. Finansia Multi Finance, is expected to reinforce the existence and increase consumer purchasing power against PT. Finansia Multi Finance itself.

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Teng, Weichen. "Importance of corporate image for domestic brands moderated by consumer ethnocentrism." Journal of Product & Brand Management 29, no. 3 (August 1, 2019): 257–72. http://dx.doi.org/10.1108/jpbm-09-2018-2020.

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Purpose Although consumers’ tendency to support domestic companies by buying local products is growing, few studies discuss the corporate branding for domestic brands. This study aims to help domestic brands develop corporate branding strategies by examining the effects of corporate image of domestic brands on customers’ purchase intentions. Design/methodology/approach This study investigates various aspects of corporate image, including product quality, corporate ability, corporate social responsibility (CSR) and local-customer-first (a measure that is identified in this study). It conducts a survey (N = 283) and tests eight hypotheses with bivariate regression analyses with SPSS, Hayes’ PROCESS macro and structural equation modelling with AMOS to identify significant relationships. Findings The results show that all aspects of corporate image have significant positive effects on customers’ purchase intentions towards domestic brands. However, the effect of CSR image on purchase intention is fully mediated by the corporate ability and product quality images, whereas consumer ethnocentrism moderates the corporate ability and local-customer-first images. Originality/value This study contributes to the literature by examining the effect of corporate image on customers’ domestic brand purchase intentions in emerging economies when the product quality image in the country is low. This study also identifies a new factor, local-customer-first, and its positive effect on purchase intention. It is recommended that domestic brands strengthen their CSR, corporate ability and local-customer-first images to gain local customers’ support. Furthermore, it is found that corporate ability and local-customer-first are more highly valued by ethnocentric consumers. These findings can help domestic brands develop corporate branding strategies.

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Yasin, Raheel. "Responsible leadership and employees’ turnover intention. Explore the mediating roles of ethical climate and corporate image." Journal of Knowledge Management 25, no. 7 (January 11, 2021): 1760–81. http://dx.doi.org/10.1108/jkm-07-2020-0583.

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Purpose Employee turnover, building a positive corporate image and ethical lapses in the corporate world demand business leaders to perform their jobs with a higher sense of responsibility. This study aims to investigate the mediating effect of ethical climate and corporate image by using the corporate social responsibility theory and social identity theory. Design/methodology/approach A sample of 280 employees from the banking sector of Pakistan was collected through a questionnaire-based survey by using the convenience sampling technique. The structural equation modeling technique using Smart partial least square was used to test the hypothesized model. Findings The findings of the study affirmed a significant positive correlation between responsible leadership and ethical climate and ethical climate is significantly positively correlated with corporate image. Meanwhile, the corporate image is negatively correlated with employees’ turnover intention. Results further corroborate ethical climate mediating effect between responsible leadership and corporate image and corporate image likewise mediates between ethical climate and employee turnover intention. Research limitations/implications This study enriches the present literature on the subject of responsible leadership, ethical climate, corporate image and turnover intention from the employee’s point of view. Elucidating from previous studies, most of the investigations about the corporate image was conducted from the customers’ perspective and there has been a scarcity of studies focusing on employees’ perspective. Practical implications This study guides a value proposition that is concerned with the turnover of employees for human resource professionals from the banking industry. It explores a new dimension of the debate on employee turnover intention. Originality/value This study marks the first step toward corporate image as an organizational behavior construct by demonstrating that corporate image impact turnover intention. This study tests a model that demonstrates the role of ethical climate and corporate image in the linkage between responsible leadership and employees’ turnover intention.

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García Lavernia, Joaquín. "El impacto del diseño de la identidad corporativa aplicado al desarrollo sostenible del destino turístico." PASOS. Revista de Turismo y Patrimonio Cultural 19, no. 3 (2021): 605–12. http://dx.doi.org/10.25145/j.pasos.2021.19.039.

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The objective of this article is to highlight the possibilities of using the design of the corporate identity of a tourist destination as a tool for its sustainable development. The development method has been to contextualize the need for sustainable development and relate it to corporate design. This essay takes a look at the need to develop a type of tourism which preserves natural resources. It reviews important initiatives in this sense and explores the option of designing a corporate identity to achieve the goals of sustainable develop‑ ment. It explains how to use the tools which apply to the design of the corporate identity of a tourist destina‑ tion. The final goal is to achieve the image as a synthesis of the designed corporate action. This essay defends the hypothesis that the image design, the achieved positioning and the exposed public personality of a tourist destination is the first step for a sustainable development of any tourist activity.

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Ameshova, L. A., M. Nurpeiis, and K. D. Suleeva. "Modern trends in image design (redesign)." Bulletin of Kazakh Leading Academy of Architecture and Construction 80, no. 2 (June 29, 2021): 28–38. http://dx.doi.org/10.51488/1680-080x/2021.2-29.

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In this competitive, multichannel and noisy digital technology, how important it is to stay ahead of the latest corporate style and branding trends. The article is devoted to the study of the influence of fashion trends on the development of corporate identity and the redesign of existing ones. Based on the study of modern tendencies, the tendencies of its development and application are revealed.

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Maduro, Soraia, Paula O. Fernandes, and Albano Alves. "Management design as a strategic lever to add value to corporate reputation competitiveness in higher education institutions." Competitiveness Review: An International Business Journal 28, no. 1 (January 15, 2018): 75–97. http://dx.doi.org/10.1108/cr-04-2017-0029.

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Purpose The purpose of this paper is to aid the convergence of design and management as a strategic lever and innovative tool to improve corporate reputation in higher education institutions (HEIs), particularly in the Polytechnic Institute of Bragança, Portugal (IPB). Design/methodology/approach SWOT analysis is used to identify strengths and weaknesses in the context of an organization’s internal competencies (identity) and opportunities and threats in an analysis of the organization’s external competitive context (image). Quantitative analysis was used based on questionnaires conducted with IPB community to analyse if differences exist between identity (staff) and image (students) and where there are design structures (website, visual identity, advertising and environment. Corporate character scale developed by Davies et al. (2003, 2004) was used. Findings With the SWOT analysis, it is possible to outline IPB performance strategies that meet a positive reputation. A positive corporate reputation was found in IPB with the study of corporate character scale. It has been realized where there are differences from the point of view of identity and image, and thus, it is possible to indicate ideas of improvement to increase the competitiveness of HEIs. Research limitations/implications The study is restricted to five schools of IPB. It would also be pertinent to broaden the scope of the stakeholders, encompassing the external community of the IPB that is extending the study to the external public, such as parents, companies, suppliers and secondary students. Practical implications HEI competitiveness implies student recruitment and public policies. A positive reputation implies a positive brand image. Design competencies of the public higher education sector can go much further acting at the strategic level, establishing its directives of action in the markets where it operates to reflect its corporate reputation in a positive way in the mind of the consumer. Intangible assets such as identity, image and corporate reputation, appear as very valuable elements, presenting an increasing importance in the management of universities that entered a market context where sustainability requires the adoption of more entrepreneurial management guidelines. Originality value The paper is useful for the professionals and academics in perceiving the importance of use management and strategical tools to identify HEI communication and reputation difficulties for a thorough design thinking that delineates solutions that leverage the competitiveness of service organizations such as HEIs.

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Szwajca, Danuta. "Relationship between corporate image and corporate reputation in Polish banking sector." Oeconomia Copernicana 9, no. 3 (September 30, 2018): 493–509. http://dx.doi.org/10.24136/oc.2018.025.

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Research background: Corporate reputation and image are two valuable intangible resources of the company, aimed at building its long-term competitive ad-vantage and market value. Although reputation and image are interrelated categories, they should not be identified with each other. The differences are not only in the definition and the character, but also in the mechanism of formation and tools to create these resources by the company. Image is a picture, perceptions and associations about the company in the minds of consumers, which may be created using the tools of PR and advertising in a relatively short period of time. Reputation is a review of the company and its activities, formulated by various stakeholder groups, on the basis of not only advertising, but also on the basis of the assessment of real activities of companies in the long term. Purpose of the article: The cognitive objective of the article is to point out the fundamental differences between reputation and image on the basis of the analysis of approaches and theoretical concepts. The practical objective is to make an attempt to identify the differences and relationships between reputation and image on the basis of empirical analysis, therefore the research was conducted in the Polish banking sector. Methods: In order to evaluate image and reputation, the survey method was used aimed at the customers of banks operating on the Polish market. Findings & Value added: Reputation and image are two separate, intangible assets that support each other and the company needs each of them to build its competitive advantage. The results of empirical study allowed formulating the thesis that the banks, whose reputation is rated better by the customers, also have a better and more coherent image in their minds.

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Kreiser, Patrick M. "Creating Corporate Reputations: Identity, Image, and PerformanceCreating Corporate Reputations: Identity, Image, and Performance By DowlingGrahame. Oxford, UK: Oxford University Press, 2001. 319 pages, hard cover, $45.00." Academy of Management Perspectives 16, no. 1 (February 2002): 168–70. http://dx.doi.org/10.5465/ame.2002.6640285.

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Bidin, Rosmiza, Aida Muhaimi, and Jusang Bolong. "Strategising Corporate Identity for the Perception of Corporate Image in the Selected Government-linked Companies (GLCs) in Malaysia." Procedia - Social and Behavioral Sciences 155 (November 2014): 326–30. http://dx.doi.org/10.1016/j.sbspro.2014.10.300.

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Malik, Muhammad Shaukat, Sadia Aslam, and Surayya Aslam. "Selling the brand inside: corporate image, corporate identity and employer brand: case study of I-SEC Netherlands B.V." International Journal of Business Performance Management 19, no. 3 (2018): 371. http://dx.doi.org/10.1504/ijbpm.2018.092761.

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Aslam, Surayya, Muhammad Shaukat Malik, and Sadia Aslam. "Selling the brand inside: corporate image, corporate identity and employer brand: case study of I-SEC Netherlands B.V." International Journal of Business Performance Management 19, no. 3 (2018): 371. http://dx.doi.org/10.1504/ijbpm.2018.10011853.

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Qomarats, Izan, and Eva Y. "Corporate Identity Canting Buana Kreatif: Rancangan dan Pengaplikasiannya." ARTCHIVE: Indonesia Journal of Visual Art and Design 1, no. 2 (November 2, 2020): 72. http://dx.doi.org/10.53666/artchive.v1i2.1625.

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Canting Buana Kreatif is a small and medium-sized business that is developing towards an international scale company. This company is engaged in the creative industry (Batik Tanah Liek, a Minangkabau heritage). With the opportunities offered by the market which is quite tempting, making Widdi, the owner of Canting Buana Kreatif wants to make a Corporate Identity that is attractive, memorable and can fully represent the vision, mission and goals of his company. The goal is that the company has a positive image as a whole and can become better known and have a stronger identity in its market place. Corporate identity is created and applied to promotional media in accordance with the character of the target audience and the target market “canting buana creatives”. The method used to design this corporate identity is a qualitative method with an emphasis on Cyclic Strategy through several stages of the process, namely: briefs, problem seeking, analysis and solutions. After a solution is found, then proceed to the pre-production, production, post-production and evaluation stages. It is hoped that “Canting buana creatively” will be the only best place to visit when you want to recognize and understand Minangkabau batik.ABSTRAKCanting Buana Kreatif merupakan usaha kecil menengah yang berkembang menuju perusahaan skala International. Perusahaan ini bergerak di lingkup industri kreatif (Batik Tanah liek warisan Minangkabau). Dengan peluang yang ditawarkan pasar yang cukup menggiurkan, membuat Widdi yaitu owner Dari Canting Buana Kreatif ingin membuat Corporate Identity yang menarik, memorable dan dapat mewakili sepenuhnya visi, misi dan tujuan perusahaannya. Tujuannya agar perusahan memiliki citra positif secara menyeluruh dan dapat menjadi lebih dikenal serta identitasnya menguat di market place nya. Corporate identity dibuat dan diaplikasikan pada media promosi yang sesuai dengan karakter dari target audience dan target market Canting Buana Kreatif. Metode yang digunakan untuk merancang corporate identity ini adalah metode kualitatif dengan penekanan ke Cyclic Strategy melalui beberapa tahapan proses, yaitu: brief, problem seeking, analysis dan solusi. Setelah solusi ditemukan, barulah dilanjut ke tahap pra-produksi, produksi, pasca produksi dan evaluasi. Diharapkan Canting Buana Kreatif nantinya akan menjadi satu-satunya tempat terbaik yang akan dikunjungi ketika ingin mengenali dan memahami batik Minangkabau.Kata Kunci: Corporate, Identity, Batik, Minangkabau

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Konieczna, Jelena. "Akademinės bibliotekos korporatyvinės reputacijos kūrimas: korporatyvinio tapatumo ir įvaizdžio svarba." Informacijos mokslai 55 (January 1, 2011): 32–51. http://dx.doi.org/10.15388/im.2011.0.3159.

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Šiandien, kai viskas taip greitai keičiasi ir vystosi, kai naujos informacinės technologijos skatina visuomenę mokytis, tobulėti ir augti, kai žinios yra svarbiausia žmonių ir organizacijų stiprybė, kai vartojama, o ne saugoma informacija yra laikoma galingu valdžios įrankiu, akademinės bibliotekos užima vis stipresnę poziciją rinkoje. Atėjo laikas pergalvoti savo veiklą, atsisakyti senų įsitikinimų ir atrasti naujų būdų efektyviai veikti, kad būtų patenkinti vartotojai ir visi tie, kurie pasitiki biblioteka. Akademinės bibliotekos gali patenkinti specifinius suinteresuotųjų lūkesčius ir parodyti savo vertę valdydamos bibliotekos strateginės komunikacijos procesą, kurio sėkmė priklauso nuo teigiamos korporatyvinės reputacijos. Straipsnio tikslas – remiantis atliktu empiriniu tyrimu aptarti akademinės bibliotekos korporatyvinio tapatumo ir įvaizdžio vaidmenį formuojant korporatyvinę reputaciją. Tikslo siekiama įgyvendinant šiuos uždavinius: 1) aptarti suinteresuotųjų poreikių ir lūkesčių patenkinimo būtinybę siekiant būti sėkmingai veikiančia organizacija; 2) remiantis atliktu tyrimu parodyti aukštųjų mokyklų statutų bei aukštųjų mokyklų ir jų bibliotekų strateginių planų, kaip efektyviausių komunikacijos su suinteresuotaisiais priemonių, naudojimo galimybes siekiant formuoti teigiamą korporatyvinę reputaciją.Pagrindiniai žodžiai: korporatyvinis tapatumas, korporatyvinis įvaizdis, korporatyvinė reputacija, komunikacija, suinteresuotieji, statutas, strateginis planas.Corporate Reputation Formation of Academic Library: The Importance of Corporate Identity and Corporate ImageJelena Konieczna SummaryToday, when everything is changing so fast, when new technologies induce people to learn and grow, when knowledge is perceptible as the most important strength of organizations and people, when usable, but not protected, information is considered to be a powerful tool, academic libraries take up a stronger position in the market. The time has come to reconsider the activities of academic libraries, to withdraw old beliefs and to find new ways of being efficient. Such kind of changes will enable to have satisfied stakeholders, who will trust libraries. Consequently, academic libraries have to show their value while managing the corporate communication process in which success depends on the positive corporate reputation. The purpose of the article is to discuss the role of the corporate identity and corporate image of an academic library in forming a positive corporate reputation with reference to the performed empirical research. There are two main objectives of the article: firstly, to explore the necessity to satisfy the needs and expectations of stakeholders with a view to be an effective organization; secondly, to perform a research which shows the importance of university statutes, of the strategic plans of academic libraries and universities as the most effective tools of communicating with stakeholders – to transfer to them the corporate identity and corporate image of the academic library.The author pays attention to the fact that each organization should have such documents as strategic plans, and these documents should be freely accessible to the stakeholders. The corporate identity, which is presented in the statute of a university, shows something unique that distinguishes one library from another, an academic library from other organizations – its values, philosophy, behaviour, communication, etc. The corporate image, which is formed in strategic plans, is described as the impression made by stakeholders about the library. It is highly important for an academic library and its stakeholders to understand both the corporate identity and corporate image of the library. That’s why strategic documents play a significant role in an effective corporate communication process.

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Bilyk, Nadiia. "CORPORATE CULTURE OF INSTITUTE OF HIGHER EDUCATION." Regional’ni aspekti rozvitku produktivnih sil Ukraїni, no. 25 (2020): 80–87. http://dx.doi.org/10.35774/rarrpsu2020.25.080.

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Introduction. Corporate culture serves as a regulator of staff behavior through a system of values, norms, rules established within a single educational institution. Corporate culture can be considered as a kind of management ideology aimed at increasing the business activity of employees, the formation of their corporate identity. Goal is to investigate the phenomenon of corporate culture, to analyze the structure and functions of corporate culture, to characterize the features of the corporate code, to reveal the essence of corporate symbols; to present the main aspects of forming the corporate culture of a higher education institution (on the example of the Western Ukrainian National University). Method. The research methodology is based on the complex application of general scientific methods, including analysis and synthesis. The applied historical and cultural approach involves the study of corporate culture as a socio-cultural phenomenon, its role in creating the image of the university. Results. The scientific novelty of the obtained results is reflected both in the very formulation of the problem and in a comprehensive approach to its solution; The work is a study of the innovative activities of higher education institutions in the formation and development of corporate culture, is a critical analysis of previously unexplored aspects of the Western Ukrainian National University. The results of the study are reflected in the conclusions. Conclusions. It is established that the management of a higher education institution forms a corporate culture, thanks to which employees identify themselves as a professional community that stands out in the market of educational services. The directions of improvement of corporate culture of the university are offered, the basic principles of effective corporate culture, the maintenance of the corporate code, and also a role of corporate symbols in formation of image of university are analyzed.

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Ianenko, Marina, Mikhail Stepanov, and Liubov Mironova. "Brand identity development." E3S Web of Conferences 164 (2020): 09015. http://dx.doi.org/10.1051/e3sconf/202016409015.

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The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation analysis, an analysis of economic conditions and activities of the organization, analysis of marketing affords, analysis of the marketing strategy, the brand strategy selection, the brand positioning choice, brand identity development. Based on the well-established brand identity models such as The Brand Identity System (D.A. Aaker, USA), The Brand Identity Prism (J.-N. Kapferer France), L. De Chernatoni’s model (UK), 4D Branding (T. Gad, Sweden), The Brand Wheel (Bates Worldwide, USA), The Brand Platform (Young & Rubicam, USA) the authors have discussed the current approaches to the brand identity creation depending on which market (customer or B2B) a firm participates in perform and its capacity to serve the interests of both corporate and individual customers. The proposed approaches are needed for successful brand management.

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Journal articles on the topic 'Corporate identity and corporate image'

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