Corporate Identity Research Papers - Academia.edu (original) (raw)

In the contemporary economic imaginary, the concept of entrepreneurship occupies a central if conflicted position, simultaneously representing both conformity and resistance. On the one hand entrepreneurship has come to signify the upholding and cementing dynamic that makes modern market capitalism possible (du Gay, 1991), and to engage in entrepreneurship is thus in this sense to be part of a conservative discourse. On the other hand, entrepreneurship is commonly symbolized as representing a disruptive, even revolutionary force (Anderson and Warren, 2011), one where talk of “mavericks” (Hall, 1997; Silver, 2012), “rebels” (Ket de Vries, 1997) or disruption more generally (Bilton, 2013; Ries, 2011; Stross 2012) is common in the discourse of the same. Within contemporary capitalism, then, to present oneself as an entrepreneur is to occupy a complex space betwixt and between the corporation – a form which the entrepreneurial organization often strives to turn into – and the “outsider” who challenges the very same corporate world. Entrepreneurship can thus, although this is not acknowledged in the existent literature, come to signify resistance, but a very complex form of resistance – one that can quite easily, and often by necessity (e.g. by alignment with venture capital or the likes), become re-inscribed into the same corporate structure to which it tries to formulate resistance.
Our paper will inquire into this implicit but unacknowledged and unstudied contradiction by way of a case-study based on a highly successful start-up venture, SoundCloud, in which both the founders and the employees struggle to negotiate their positions between being a successful company within an obviously corporate framework, and exhibiting an organizational identity that emphasizes resistance to the very same frameworks. In both their discourse and their acts, people in the company attempt to highlight how working in an entrepreneurial organization represents resistance to (assumed) more restrictive and less ethical forms of corporate engagements. At the same time, they are embedded in notions of contemporary capitalism such as market share, growth, valuations, return on investments and the likes.
What we aim to do, in other words, is to develop the theory of organizational resistance (e.g. Ashcraft, 2005; Fleming and Spicer, 2007; Mumby, 2005) by highlighting the way in which modern discourses of entrepreneurialism (Down and Reveley, 2004; Jones and Spicer, 2005; Malach-Pines wt al., 2005; Ogbor, 2000) contain a complex and fundamentally contradictory relationship between resistance and conformism, and how this plays out in the lived practices of a start-up venture. By paying attention to the contradictions that emerge when a company attempts to hold on to an image of being an outsider whilst being aggressively courted by surrounding industrial dynamics (including but not limited to raising several rounds of financing and winning industry awards and similar accolades), we extend the theory of resistance in organizational settings. Namely by demonstrating the manner in which discourses of resistance can be part of a greater corporate ideology, and also by highlighting the conflicts that identifying with a “pre-packaged” (i.e. discursively pre-determined) notion of resistance and otherness can bring to an entrepreneurial organization.

- by and +1
- •
- Entrepreneurship, Identity, Corporate Identity, Resistance

Purpose - Corporate marketing is a marketing and management paradigm which synthesises practical and theoretical insights from corporate image and reputation, corporate identity, corporate communications and corporate branding, among other corporate-level constructs. The purpose of this paper is to explain the nature and relevance of corporate marketing and to detail the antecedents of the territory.Design methodology approach - Via the adoption of a quadrivium; a traditional classical approach to the acquisition of knowledge, the paper shows how organisations can be faced by Apocalyptical scenarios through a failure to accord sufficient attention to one or more dimensions of the corporate marketing mix; explains why the emergence of corporate level constructs such as corporate image, identity, branding communications and reputation represents, both individually and collectively, the Advent of corporate marketing; details the various integrative initiatives in corporate design, corporate communications and identity studies which, together with the incremental augmentation of the marketing philosophy, find their natural dénouement in the Epiphany of corporate marketing; and describes the 6Cs of the corporate marketing mix and reflects on possible future directions in organisational marketing.Findings - The paper reveals the efficacy of adopting an organisation-wide corporate marketing philosophy to management decision makers and scholars.Practical implications - Drawing on the marketing management theory of identity alignment policy the paper accords attention to each dimension of the corporate marketing mix and ensures that they are in meaningful as well as in dynamic alignment.Originality value - The practical utility of corporate marketing is explicated by making reference to case vignettes, and various marketing and non-marketing literatures.

- by John M T Balmer
- •
- Corporate Identity, Corporate Marketing, Organisational Marketing

While a lot of attention has been paid to online branding and the construction and communication of a company’s identity via its website, there is only very little research that looks at the processes involved in these activities from a discourse analytical perspective. This article aims to address this gap by conducting a case study of innocent, a UK producer of fruit juices. Combining corpus analytical tools with discourse analytical techniques and considering both text and multimodal features, we explore some of the strategies through which innocent creates a set of inter-related and closely intertwined identities on its website, thereby constructing the company’s brand image. However, our findings also reveal that some of the company’s identity claims (especially in relation to being an inclusive and welcoming ‘family’) are relativised and to some extent contradicted by the discursive processes through which these claims are articulated.

- by Christina Efthymiadou and +1
- •
- Engineering, Discourse Analysis, Cognitive Science, Corpus Linguistics

O artigo exploratório analisa a tensão existente entre
os conceitos de identidade organizacional (IASBECK,
1997) e comunicação em situações de crise e um dos
resultantes desta relação, que é a possibilidade de
ressignificação da própria identidade da organização.
Isso é mostrado a partir da perspectiva da gestão de
crise no contexto desenvolvido por uma organização
religiosa, a saber, a Igreja Adventista do Sétimo Dia no
Brasil, utilizando o conceito de irritações de Luhmann
(2010). Para tanto, a análise empírica é feita em duas
fontes de evidências: análise do Manual de Crise da
instituição (1) e repercussão na mídia de duas crises
no contexto da disputa de sentidos (2). Resultados
desta análise empírica procuram evidenciar a relação
direta entre o processo de gerenciamento da crise
e a maneira como este processo pode conduzir a
contribuições para a identidade da organização. A
crise, por isso, conceitualmente vai além da ideia
apenas de um problema, mas de uma oportunidade de
ressignificação.

Keywords
Visual Merchandising “V.M”, Retail Store, Corporate Identity, Windows Display, Display Design. Abstract
In today’s competitive retail environment, retailers struggle in order to increase their sales and to carry their brands to the wider masses. The best way to achieve this purpose is to consider the significance of visual merchandising. Ries (2012) asserts that aesthetics within the retail environment not only affect shopper comfort level but can influence employee morale and productivity. It helps the retailers constructing a strong and positive image for their store. V.M is the process through which a retail store’s display of products is made appealing, attractive, and enticing to the customer, not only as a stimulus to enter the store, but to create an impression in the customer’s mind. Van den Bosch, De Jong and Elving (2005) argue that visual messages in corporate communication benefit the organization in the visibility, distinctiveness, authenticity, transparency, and consistency of corporate identity. Thus, window displays with various visual messages of the corporation are assumed to have the responsibility of communicating corporate identity. Westcott Alessandri, (2001) argue that visual presentations can consistently bridge the corporate mission and corporate identity. Topalian, (1984) argue that VM supports effective corporate communication as it comes with the deep understanding within the company in terms of what the corporation is and what the corporation stands for. The purposes of the paper are to investigate the importance of visual merchandising as a mean of communication, and to analyse how visual merchandising communicates the corporate identity for the store. The significance of the paper to contribute towards understanding the persuasive effect of visual merchandising in making the first impression, representing and promoting the corporate identity. The major results of the paper are: V.M is a retail strategy that maximizes the aesthetics of a product with the intent to increase sales, the V.M remains an important channel of corporate marketing communication.
Introduction
Over the last decade the retail industry has undergone an immense revolution, with a sharp increase in competition, especially from foreign retail chains. Visual merchandising is a retail strategy that maximizes the aesthetics of a product with the intent to increase sales. Stores are dressed to call customers, and visual merchandising plays a major role in that. In present times, consumers are not influenced anymore from the sales, but they are influenced by the showcases, a product of the merchandiser. Store image and shopping environment for stores is a significant determinant to spend time in the store and to spend more money than planned. Visual merchandising is a major way of communicating with the customers. It has become a very essential tool in today’s era where marketers find new and innovative ways to grab the attention of customers. The fierce competition in the market today has led retail stores to increasingly use visual merchandising to differentiate themselves from competitors, which would ultimately help increase their corporate identity recall in the minds of the customers. Visual attraction and communication have been considered vital components of retailing suggested by researchers and practitioners both (McGoldrick, 2002). Corporate identity is extremely vital to a company, because through the communication of corporate identity the

- by Dr. Huda Othman
- •
- Visual Display Design, Visual Identity, Corporate Identity, Visual Merchandising

Social media have created a multitude of ways for organizations to develop and disseminate their corporate and organizational identity. However, little is still known about how identity can be observed on social media. To address this research gap, we conducted a scoping review that collected, analyzed and synthesized the corpus of published research on organizational and corporate identity and social media. The analysis presented in this paper provides a description of the state-of-the-art on this topic that we hope can help future scholars to understand the various methodological approaches and types of data most pertinent to the exploration of organizational and corporate identity on social media, even though, overall, it reveals that there are relatively few studies with a reliable and universal method for measuring these concepts. This guarantees that future research will be necessary. Practitioners may also wish to draw on our findings to design more tailored ways of strengthe...

- by Gilda Antonelli
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- Marketing, Social Media, Organizational Identity, Business Management

It all comes back to the tradition of hand, heart eye coordination. It is our responsibility to educate learners that are able to focus their attention on creating the working tools that they will need to be able to apply their craft to... more

- by Lefteris E . Heretakis
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- Education, Higher Education, Graphic Design, Corporate Identity Design

International corporate communication has been impacted by the introduction of the Web, and organisations have an array of semiotic resources at their disposal to promote themselves worldwide. This paper aims at investigating the communicative choices supporting corporate image in the About Us/Company sections included in the global websites of 30 European companies active in the renewable energy sector. Hence, an analytical framework combining a genre and a corpus perspective has been devised with a view to focusing on form-function correlations as expressed by hyperlinks, visuals, and recurring lexico-grammatical patterns. Genre Analysis is instrumental in locating possible instances of text typologies belonging to corporate communication such as mission statements, company brochures, and CSR reports, while Corpus Linguistics offers ways of looking at linguistic choices. These frameworks have been integrated with Multimodal Discourse Analysis so as to examine hypertextual and multimodal features as well. The results show that About Us/Company sections are now loci for the projection of a favourable corporate image, and that companies are well aware of the importance of delivering their message by balancing textual, hypertextual, and multimodal strategies. Some pedagogical implications for the ESP classroom are also discussed in the paper. Sažetak Na međunarodnu korporativnu komunikaciju uticala je pojava interneta i organizacije sada imaju čitav niz semiotičkih sredstava na raspologanju kako bi se promovisale širom sveta. Cilj ovog rada je da istraži načine komunikacije putem kojih se gradi korporativni imidž u odeljku O nama/Kompanija na globalnim veb sajtovima 30 evropskih kompanija koje posluju u sektoru obnovljivih izvora energije. U tu svrhu, osmišljen je analitički okvir koji kombinuje žanrovsko i korpusno istraživanje s ciljem da se otkriju korelacije između oblika i funkcije izražene putem hiperlinkova, vizuelnih sredstava i najčešćih leksičko-gramatičkih obrazaca. Analiza žanra je od pomoći pri otkrivanju mogućih primera tipova teksta u domenu korporativne komunikacije, kao što su misija kompanije, kompanijske brošure i izveštaji o korporativnoj društvenoj odgovornosti, dok korpusna lingvistika omogućava istraživanje jezičkih sredstava. Ova dva okvira integrisana su sa multimodalnom analizom diskursa kako bi se istražila i hipertekstualna i multimodalna svojstva. Rezultati pokazuju da odeljak O nama/Kompanija danas predstavlja mesto za projektovanje povoljnog korporativnog imidža, kao i da su kompanije svesne značaja načina slanja poruke kojim se jednako koriste tekstualne, hipertekstualne i multimodalne strategije. U radu predočavamo i neke pedagoške implikacije za nastavu engleskog jezika nauke i struke. Ključne reči veb sajtovi kompanija, korporativna komunikacija, korporativni identitet, misija kompanije, kompanijske brošure, korporativna društvena odgovornost.

- by Helena Maňasová Hradská
- •
- Corporate Identity Design, National Identity, Promotions, Reputation
- by Charly Phanga
- •
- Market Design, Marketing Strategy, Corporate Reputation, Corporate Identity
- by Hediye Aydoğan
- •
- Corporate Image, Corporate Reputation, Corporate culture, Corporate Identity

- by Stefano Di Lauro and +1
- •
- Social Media, Organizational Identity, Corporate Identity

Corporate identity is an important concept that an organization uses to convey its personality and values to employees and customers, and thereby, shape the perceptions of organization. Companies have been increasingly finding innovative ways to communicate their corporate identity to the public. One sophisticated approach involves employing interior design as an important element in this process. Interior design can help companies express their corporate identity through the creation of spaces that influence visitor perceptions. However, the role of interior design in shaping corporate identity is not well understood. Based on a review of corporate practices and related studies, this study offers recommendations regarding the use of interior design to communicate company identity in a better manner.

The subject of employer branding and its impact on employee perceptions is attracting great interest from researchers and practitioners. The main aim of this research is to explore the influence that employer branding has on employee retention. A detailed literature review of core and contemporary academic contributions on the subject areas was carried out and there were seven key themes identified within employer branding literature, which were: brand values, induction and training, internal brand communication, organisational culture, rewards and benefits, brand commitment, and employer brand management. Overall analysis of the literature review indicates that employer branding is integrated into the organisation and the various employer brand attributes, and along with the organisation's culture, holds value for employees and contributes to them staying employed within the company. These findings, along with previous research, allow the conclusion that employer branding does have a clear influence on employee retention. Scope for future research could include undertaking quantitative research testing the devised conceptual framework, in addition to looking in more depth at the seven key themes identified within retail employer branding to find out which brand attributes are valued the most by employees. Moreover, other service organisation setups could be researched in a similar way to see if results are similar between services organisations, and the results can then be generalised across the service sector.

Purpose - The purpose of this paper is to consider advances in corporate identity scholarship on the occasion of the tenth anniversary of the first special edition of corporate identity to appear in the European Journal of Marketing in 1997.Design methodology approach - The paper takes the form of a literature review.Findings - The notion of, what can be termed, "identity-based views of the corporation" is introduced. Each of the ten identity based perspectives that inform the above are underpinned by a critically important question which is believed to be of considerable saliency to marketing scholars and policy advisors alike. As a precursor to an exposition of these ten perspectives, the paper discusses five principal schools of thought relating to identity and identification ((the quindrivium) which can be characterised as: corporate identity (the identity of the organisation); communicated corporate identification (identification from the organisation); stakeholder corporate identification (an individual, or stakeholder group's, identification with the organisation); stakeholder cultural identification (an individual, or stakeholder group's, identification to a corporate culture); and envisioned identities and identifications (this is a broad category and relates to how an organisation, or group, envisions how another corporation or group characterises their identity or mode of identification.))Practical implications - Each of the ten identity-based views of the corporation outlined here is underpinned by a question of critical importance which aims to be of assistance to senior executives in comprehending and managing identity-related concerns of the corporation.Originality value - The introduction of notions relating to identity based views of the corporation corporation brands represents, perhaps, a natural denouement for the "schools of thought" approach which has long-characterised the British School of scholarship vis-à-vis corporate identity scholarship since the early 1990s

- by John M T Balmer
- •
- Corporate Identity, Corporate Marketing, Organisational Identity
- by Marko Savić
- •
- Design Management, Branding, Corporate Identity, Brand Architecture

The article examines the process of forming a “stock market-induced corporate identity”. Nowadays, the concept of corporate identity is becoming multifaceted and interdisciplinary. The main thing in forming this image is the role and active position of the company’s management, a built-up system of communications with society, and a proactive management policy. At the same time, there are external factors of corporate identity that do not depend on the proactive actions of management. According to the author, the financial market can be the field for establishing indirect communications between corporations and society where many investors are mediating. The stock market-induced corporate identity is forming in the process of this mediation. The driving belt between the financial market and corporate identity is investors’ behavior, moods, preferences, and characteristics of investment choices. Recently emotions and subjective moods are replacing fundamental analysis. As a result, investors selecting the groups of stocks with the most noticeable stories – “story stocks”. These stories provoke their rush of investment demand. Story stocks serve as an integrated concept for “meme stocks”, “hot stocks”, “NFT stocks”, “buzzing stocks”, “concept stocks”,“thematic investing”, “ESG stocks”. The author shows the dynamics and growth of investors’ attention to these groups of stocks in the article. Based on the analysis of quotes and fundamental indicators of story stocks, the author proves that the formation of corporate identity is divorced from internal factors that depend on the corporation itself, its management and shareholders, and increasingly depends on external factors determined by market sentiments of investors. The stock market-induced corporate identity is acquiring an independent role as one of the critical drivers of investors’ behavior. Analysis of story stocks reveals a particular pattern: the more popular and louder the stories of stocks the more their value breaks away from the fundamental indicators.

- by Aqsa Khan
- •
- Human Resource Management, Human Resources, Corporate Identity, Employers

This research paper aims to explore and identify the impact of corporate identity on brand citizenship behaviour within retail organisations. The study analyses the influence of corporate identity of an organisation, and more particularly on the employees’ desire to engage in brand supporting behaviours. Relationships were identified between corporate identity, internal communication and composites of employee perception of corporate identity - resulting as determining influences on employee behaviour intentions. These relationships are presented as a conceptual model that depicts the influence of corporate identity on employee brand citizenship behaviours. The study makes contributions to the employee branding, services marketing, and organisational citizenship literature, but its main contribution is to extend the corporate identity literature into a new area of employee behaviour through internal communication.

- by Dr. Hasan Gilani
- •
- Brand Management, Corporate Identity

Özet Kurumsal kimlik, küreselleşen ve rekabetin arttığı hava taşımacılığı sektöründe, kurumların yapılarını, kurum felsefesini ve kurum kültürünü yansıtan önemli bir unsurlar bütünüdür. Güçlü bir kurumsal kimlik aynı zamanda kurumun iç ve dış paydaşlarının algısında kurum itibarını da güçlendiren bir özelliktir. Ulusal ve uluslararası havayolu işletmeleri, yoğun müşteri potansiyeline dayanarak; müşteri, çalışan ve yatırımcı ilişkilerini geliştirmede kurum itibarını destekleyici kurumsal kimlik bileşenlerini en iyi biçimde yansıtmaya ihtiyaç duymaktadırlar. Kurumsal web siteleri, bu anlamda, kurum kimliğini geniş kitlelere yansıtan etkili bir araç durumundadır. Bu çalışmada, 2016 yılında Fortune 500 Türkiye listesinde yer alan, ulusal veya uluslararası hava taşımacılığında faaliyet gösteren, Türkiye'nin en büyük beş havayolu şirketinin kurumsal web siteleri incelenmektedir. Listede yer alan beş markalaşmış havayolu şirketinin web içerikleri kurumsal kimlik bileşenleri açısından değerlendirilmektedir. Anahtar Kelimeler: Kurumsal kimlik, kurumsal web siteleri, kurum itibarı, uluslararası hava taşımacılığı Abstract For the globalized and competitive air transport sector, corporate identity is an important unity of elements reflecting the structures of organizations, their corporate philosophy and corporate culture. Strong identity reinforces the corporate reputation perceived by internal and external stakeholders of the organisation. Domestic and international airline enterprises, with their highly demanding customer portfolios, require almost excellently reflected corporate identity components supporting the corporate reputation so as to enhance their customer, employee and investor relations. In this context, corporate websites should be accepted as a kind of effective medium transferring those elements to larger audiences. This study analyzes the coporate websites of five largest airline companies operating in Turkey and ranked within Fortune 500 Turkey list. These five airline brands ranked among the largest in their sector in Turkey are compared and evaluated for their corporate identity components revealed in their web content.

- by Duygu Dogan
- •
- Corporate Communication, Corporate Reputation, Corporate Identity, Airline Industry

This work analyses architectural lighting as an element of brand communication. The lighting is comprehended as the message of a sender, which has an impact on the appearance of architecture. In the context of experiments and case studies, the effects of lighting on the appearance will be examined for a neutral space and for interiors and exteriors in the retail and service sectors. Illuminance, luminance distribution, as well as the light spectrum and dynamic serve as independent variables of lighting. A model for the brand personality with the four factors of temperament, competence, attractiveness and naturalness will be drawn upon for the appearance as an independent variable, as well as a sociological model with the two factors of style and price for social milieus. The experiments are carried out in real space and using light simulations. The results provide correlations between the perception of brightness, contrast, colour temperature and colourfulness and the factors for the two models relating to the appearance. In individual cases models exist for predicting the appearance on the basis of the subjective evaluation of light. This work documents significant differences for both models with respect to the appearance due to an alteration of the light physics parameters of luminous intensity distribution and light spectrum. The economic analysis of the experiments did not result in any significant correlations between higher investment or operating costs and a correspondingly higher subjective price impression of the various lighting situations. Case studies on design guidelines for lighting prove the various lighting design and lighting technology strategies, as well as the processes in business practice. The semiotic analysis of case studies considers architectural lighting as symbol, the properties of the appearance as the object and the consumer as the interpretant, and discusses strengths and weaknesses in communication. In this way, the work produces a differentiated connection between architecture, lighting and marketing.

- by Thomas Schielke
- •
- Marketing, Psychophysiology, Architecture, Modeling and Simulation
- by Tony Hines
- •
- Marketing, Brand Management, Fashion Theory, Corporate Identity Design
- by Popy Rufaidah
- •
- Corporate Identity
- by Pari Hendre
- •
- Market Design, Marketing Strategy, Corporate Reputation, Corporate Identity

In this article we chart the evolution of corporate brand management from an organization-centric view based on control to
one rooted in a participative cocreated perspective where multiple stakeholders help to build and enrich the brand. This shift
challenges many of the traditional models of corporate brand management and recognizes the importance of meeting the
needs and desires of stakeholders through the adoption of a conscientious approach built on responsibility and a commitment
to fairness. We illustrate our argument with such examples as Danone, SAP, Tata, Unilever and Patagonia and conclude with
a research agenda to explore further the nascent field of conscientious corporate brands.

- by Oriol Iglesias
- •
- Brand Management, Conscientiousness, Branding, Co-creation

This paper introduces the five-dimensional concept of Corporate Identity Congruence. Companies sometimes create complex identities involving multiple meanings, that may not work well together, and unknowingly send mixed messages to stakeholders. Failure to evaluate corporate identity congruency creates the risk of internal and external misalignment. The authors draw upon interpretations from 153 interviews with company senior managers, onsite observations and hundreds of documents from 124 companies in seven countries within a grounded theory study. The new conceptualization of Corporate Identity Congruence includes congruence of corporate identity meanings within one top manager's mind, alignment between several top managers' perceptions, cohesion among a set of elements/signals, correspondence between meanings and signals, and consistency of meanings and signals over time. This paper suggests that one corporate identity can contain multiple meanings so the overall corporate identity congruity must be holistically analyzed. Moreover, this study suggests incongruity does not always need to be avoided.

- by Daniel J . Flint and +1
- •
- Corporate Social Responsibility, Qualitative methodology, Corporate Identity

Firms are encouraged to manage their corporate responsibility and identity in accordance with the popular stakeholder theory. Managers are, however, confronted with the complexity of the praxis and related ethical dilemmas, as the expectations of their external stakeholders may be myriad, ambiguous and self-contradictory, or even non-existent in the global and dynamic business contexts. Therefore, the purpose of this paper is to (a) review and critically discuss the stakeholder approach in striving for a responsible identity and (b) introduce an alternative approach that can address its inadequacies and shortcomings. The study outlines an alternative theorem, the awareness approach to responsible identity. In the conclusions, the article proposes how firms can adopt a responsible identity that leads to a desired image and reputation, and maps out further research opportunities. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment

Cresce o interesse acadêmico no correto gerenciamento da
identidade organizacional e da imagem corporativa, tendo em conta a
influência direta que exerce sobre o sucesso da empresa, o qual pode
ser expresso pela ampliação de sua participação no mercado e de seus
resultados financeiros. De fato, a opinião dos empregados da firma,
quando se trata de identidade organizacional, e do público externo,
quando a referência é a imagem corporativa, é fundamental na definição
da trajetória futura da firma. A literatura considera, inclusive, a existência
de um elo causal entre identidade e imagem. Embora exista volume
significativo de estudos de natureza qualitativa que investigam o vínculo
entre os dois construtos, há escassez de estudos quantitativos que
mensurem a influência da identidade organizacional sobre a imagem
corporativa, sendo ainda mais restritas as investigações quantitativas
relacionadas a organizações que não visam lucro. Para verificar se a
identidade organizacional exerce influência sobre a imagem institucional, investigou-se, no presente trabalho, o Exército Brasileiro. Foram consideradas duas amostras, cada uma das quais foi constituída de 216 respondentes. Os indivíduos da primeira amostra responderam questões relacionadas à identidade organizacional, ao passo que os participantes da segunda amostra responderam questões acerca da imagem institucional. O instrumento de coleta de dados foi o questionário estruturado, com escala Likert de cinco alternativas de resposta. O tratamento dos dados foi realizado por intermédio da modelagem de equações estruturais, com uso de componentes generalizados e de análise de covariância. Malgrado os pressupostos teóricos utilizados na formulação dos construtos e do modelo terem sido confirmados, o caminho entre a identidade organizacional do
Exército e a sua imagem não exibiu significância estatística, notadamente em razão de características institucionais muito singulares.

Machado, Joana C., Carvalho, Leonor V., Costa, Patrício & Lencastre, Paulo de (2012). Brand mergers: examining consumers’ responses to name and logo design. Journal of Product and Brand Management 21, 6, 418-427. Purpose – In the... more

La gestión comunicacional es transmisora de mensajes y generadora de imágenes en los diferentes públicos de la sociedad. Sean personas naturales o jurídicas (organizaciones), la comunicación parte necesariamente de la existencia de una base común: la identidad. La identidad corporativa, entendida como el conjunto de elementos empresariales, organizacionales, operacionales y de comportamiento compartidos por los miembros de una institución tiene que administrarse, pues solo con esta labor es que adquiere y genera valor; es decir, cumple su labor de activo intangible. Contrariamente, la ausencia de gestión permite la aparición de un fenómeno frecuente, pero hasta ahora no conceptualizado: la dispersión. El presente trabajo propone un marco teórico en torno a lo que es, cómo se genera y algunas formas en las que se presenta la dispersión de la identidad corporativa, situaciones de las cuales se derivan una serie de problemas comunicacionales y organizacionales que, de no haber una intervención para su solución, pueden convertirse en fallas estructurales que afectarían tanto el desarrollo como las actividades de la organización.

- by Miguel Antezana
- •
- Corporate Communication, Dispersion, Corporate Identity, Dircom

This article presents a corpus-based analysis of stance in a specialized corpus of annual and corporate social responsibility (CSR) reports. It investigates how companies use stance expressions to construct and promote a positive corporate identity in order to gain the trust of the stakeholder groups that these texts target. The results show that companies profile distinct identities in annual and CSR reports. In annual reports, they use stance resources to portray themselves as unbiased, rational, and competent decision makers. In CSR reports, they present themselves as committed, honest, and caring corporate citizens. These discursive identities are interpreted as strategic self-representations that optimize the persuasive appeal of the reports by addressing the specific expectations of the target readerships. This study sheds some new light on the identity work performed by companies in their public discourse. It also provides novel insights into the impression management strategies used by companies in annual and CSR reports. Finally, it provides both linguists and business communication scholars with a robust descriptive basis for critically assessing financial and CSR reporting.

Corporate Image in Madonie
In the mountains of Madonie, precisely in Castebuono (Sicily), Fiasconaro has been successfully operating a company, which specializes in panettone. over the years, it has gained international recognition for its products.
Their panettone, in fact, is greatly appreciated even in Milan, which is considered “home of the traditional panettone”. Fiasconaro, with its high standard, is able to compete with Cova, a company that is known to be the oldest manufacturer of this product. Recently, in order to affirm the quality of their “product design”, Fiasconaro has decided to develop their business communication within the framework of corporate image by employing the firm, AGDV (with some of the best graphic designers in Sicily) to create the packaging and integrated graphic. In essence, Fiasconaro is clearly stating that they are design-driven, due to their investment in communication, experiments with innovative and dynamic solutions that are consistent with the family traditions: they are always fresh and tasty - like their panettone.

- by Dario Russo
- •
- Design, Graphic Design, Corporate Identity Design, Corporate Image
- by Patrício Costa
- •
- Marketing, Consumer Behavior, Branding, Mergers and acquisitions (Business)

The study of our paper is the online co-branding initiative of Aeroflot and Manchester United, launched on Facebook and Twitter in July 2013. Our discussion focuses on the failed attempt to build a community around this co-brand. In our analysis of the reasons why this initiative failed, we pay particular attention to the connected issues of corporate identity and reputation. In our conclusion, we make certain recommendations as to how such online co-branding initiatives might be better designed in future. These include a discussion of the importance of organizational design in social media branding.

- by Graham H. Roberts
- •
- Marketing, Semiotics, Russian Studies, Brand Management

Many organizations today find themselves stagnating, struggling just to keep up in today’s rapidly changing environment. Companies rise and fall with alarming rapidity. Employees and managers have little or no loyalty to their organizations and are always on the lookout for a bigger pay check or the next step in their own careers. All of this presents major problems for any group, whether a gas station, church or international corporate powerhouse. And they can all be traced back to one thing – culture.
Culture is the soul of any organization. A strong culture breeds loyalty, innovation, and success. A weak culture will breed cynicism, apathy, instability, and the eventual demise of the organization. Yet, culture is an often overlooked aspect of business thinking and strategy.
However, there are a lot of organizations with counterproductive cultures in which culture is an inhibitor, slowing down all processes and increasing transaction, governance and production costs. This issue is rarely discussed but very often faced by all of us.
Positive culture can’t be maintained without such critical factors as respect, job satisfaction, involvement, loyalty, shared affection, preparedness to change, and responsibility, which defines the engagement of everyone in an organization. Teamwork, innovativeness, professionalism, accountability, shared vision, and trust form the main asset of any organization, its metaphysical resources. They define the nature of psychological power residing in culture and have direct impact on a company’s performance and achievement of its goals. Whether or not this potential is realized depends on how effectively it is exploited.
In this book, a reader will learn what culture is, why it is important and how to fix it when it goes wrong. Leaders, management, as well as employees on the front lines will benefit from the discussion. This book is for those rising above the ordinary every day.

- by Oleg Konovalov
- •
- Development Studies, Human Resource Development, Organizational Change, Leadership

Kurum ile markaların hedef kitleleriyle iletişim kurmada son yıllarda daha çok önem vermeye başladıkları, kurum ve markalara kişilik özelliklerini bir bakıma kazandıran maskotlar -literatürde ticari karakter karmasında yer
alan- ile kurumsal kimlik ilişkisi bu çalışmanın araştırma konusunu oluşturmaktadır. Kurumsal kimlik kavramı ve tarihsel gelişimi ve maskotların kurumsal kimlikle ilişkisinin teorik çerçevede aktarıldığı bu çalışma, 394 kişiyle yapılan saha araştırması
verileriyle desteklenmektedir. Yapılan araştırmanın sorunsalı,
kurumsal kimlik için günümüzde önemi artan bir unsur olarak
görülen maskotlardan tüketicilerin beklentilerinin neler olduğudur. Buradan hareketle, elde edilen bulgular çerçevesinde maskotların kurumsal kimlik amacıyla nasıl tasarlanmaları ve ne tür
özelliklere sahip olması gerektiği hususunda öneriler ortaya konmaya çalışılmıştır

- by Assoc. Prof. Dr. Salih Gürbüz and +1
- •
- Corporate Communication, Public Relations, Logo Design, Corporate Identity Design
- by upendra maurya and +3
- •
- Entrepreneurship, Marketing, Brand Management, Customer Orientation