Corporate identity - 16799 Words

The research register for this journal is available at http://www.mcbup.com/research_registers European Journal of Marketing 35,3/4 248 The current issue and full text archive of this journal is available at http://www.emerald-library.com/ft Corporate identity, corporate branding and corporate marketing Seeing through the fog John M.T. Balmer Bradford School of Management, The University of Bradford, UK Keywords Corporate identity, Corporate Communications, Brands, Corporate image Abstract Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver lining. This is because the fog has, unwittingly, led†¦show more content†¦In their composite they represent a veritable firmament with the potential to form the key building blocks of a new area of management. However, while the area is likely to be enthusiastically embraced by marketing scholars since it supports a number of concepts that have a long lineage in the marketing discipline  ± branding, communications, image, reputation, and identity  ± these concepts, when applied to the corporate level, are invariably more complicated than when simply applied to products. Furthermore, such corporate concerns are inextricably linked to questions pertaining to corporate strategy and to organisational behaviour and human resources. As such, marketing at the corporate level requires a radical re appraisal in terms of its philosophy, content, management and process. The article opens with a brief overview of the growing consensus gentium among many management/scholars with regard to the importance of the identity concept. This is followed by an examination of the 15 reasons for the cause of the fog. In focusing on these reasons it is hoped that marketing and management scholars will concentrate on the opportunities, rather than the difficulties, associated with the identity concept. What is clear is that the identity concept is particularly salient for a host of management disciplines and provides a new, supplemental lens by which an organisation’s quintessential attributes may be revealed,Show MoreRelatedCorporate Identity, Corporate Branding And Corporate Reputations : Reconciliation And Integration1077 Words   |  5 PagesN. (2012). Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing, 46(7/8), 1048-1063. This article will be utilized to assist managers in aligning and optimizing brand and reputation, while academics will be able to use this framework for future empirical research. IT focuses on defining, reconciling and depicting corporate reputation among other constructs in a framework that assess the dimensions of corporate reputationRead MoreCorporate Identity1000 Words   |  4 Pageswand of words and press releases to make the bad stuff all go away in an effort to preserve or salvage a positive identity. Many would be surprised to learn that the role of a public relations professional is far more encompassing especially as it relates to a corporate identity. According to the book Revealing the Corporation, there are three main criteria that help to define identity the first is a criterion of central character, this involves that element that can be used to differentiate oneRead MoreCorporate Identity3275 Words   |  14 PagesLiterature Review Corporate Identity What is corporate identity? The task of defining corporate identity is challenging. Different views and definitions were introduced to the concept. The first time the â€Å"corporate identity† term was used was in 1957 by Lippincott and Margulies (Cornelissen amp; Elving, 2003). It was constrained by the visual representation of the organization by which means it identify itself. The understanding of the concept has expanded later to include all the characteristicsRead MoreCorporate Identity10953 Words   |  44 PagesWorking Paper Series British Airways and Balmer’s AC3ID Test of Corporate Brand Management Professor John M T Balmer Dr Helen Stuart Working Paper No 04/26 July 2004 The working papers are produced by the Bradford University School of Management and are to be circulated for discussion purposes only. Their contents should be considered to be preliminary. The papers are expected to be published in due course, in a revised form and should not be quoted without the author’s permission. W O RRead MoreCorporate Identity3028 Words   |  13 PagesCorporate identity – the management of the process of change in the name/logo in the context of brands’ merger Joana Cà ©sar Machado Paulo de Lencastre Pedro Dionà ­sio Universidade Catà ³lica Portuguesa E-mail: jcmachado@porto.ucp.pt E-mail: plencastre@porto.ucp.pt Instituto Superior de Cià ªncias do Trabalho e da Empresa E-mail: pedro.dionisio@imr.pt Abstract The creation of strong corporate identity, including identity signs, is crucial for companies to encourage positive attitudes inRead MoreThe Meaning Of Corporate Identity832 Words   |  4 Pagesdebates on the meaning of corporate identity, to name a few, seven schools of thought on corporate identity (Balmer, 1995), three perspectives on the meaning of corporate identity (van Riel Balmer, 1997) and so on. Although there is difference, those meanings on corporate identity share some similarities, namely visual elements, behaviors and communications. In van Riel and Balmer’s (1997) graphic design paradigm, visuals are used to convey messages about the corporate mission, vision, philosophyRead MoreMcdonalds Corporate Identity1745 Words   |  7 PagesCorporate identity is the most significant element to create and strengthen a companys industrial presence among the competitors. Corporate identity helps a company to establish a name in the consumers mind and communicate its im age to the target group from the shortest way. While exposing the positive sides among the competitors, it presents the first sights about the qualifications like quality, trust and stability. If an organization is ruled by the principles rather than the managers or inRead MoreSony s Corporate Brand Identity974 Words   |  4 PagesSony has diversified operations spread across the electronic, games, entertainment, and financial service industries. Additionally, Sony’s corporate brand identity is deeply rooted and well establish in the minds of potential customers. Because of Sony’s diversified operations and healthy brand recognition, Sony has a global diverse client base (Sony Corporate Strategy Meeting FY2016, 2016) . Furthermore, Sony is experiencing down trending revenue in its major industries and are operating at a highRead MoreThe Challenges to Bring Petronas Logo as a Corporate Identity Into Global Market4140 Words   |  17 Pagesfunction, an organization’s identity and image strategy is the most critical part of any corporate communication function. Image is the corporation as seen through the eyes of its constituencies. An organization can have different images with different constituencies. Image is a reflection of an organization’s identity. While image can vary among constituencies, identity needs to be consistent. Identity consists of a company’s defining attributes A company’s identity is a the visual manifestationRead MoreHow Disney Magic And The Corporate Media Shape Youth Identity Essay1733 Words   |  7 Pagesedu/historicmissourians/name/d/disney/ Product Launch: http://cs231n.stanford.edu/reports2016/265_Report.pdf Brand culture: https://www.uwlax.edu/urc/jur-online/PDF/2004/francoeur.pdf Culture effect: http://www.truth-out.org/opinion/item/2808:how-disney-magic-and-the-corporate-media-shape-youth-identity-in-the-digital-age Frozen example: http://www.forbes.com/sites/natalierobehmed/2015/07/28/the-frozen-effect-when-disneys-movie-merchandising-is-too-much/#61ba13235f08 Globalization: http://www.culturaldiplomacy.org/academy/conten