Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: Corporate identity : concept, components and contribution
Authors: Melewar, T. C.
Karaosmanoglu, Elif
Paterson, Douglas
DOI: 10.1177/030630700503100104
Published in: Journal of General Management
Volume(Issue): 31
Issue: 1
Pages: 59
Pages to: 81
Issue Date: 2005
Publisher / Ed. Institution: Sage
ISSN: 0306-3070
1759-6106
Language: English
Subjects: ZMM
Subject (DDC): 659: Advertising and public relations
Abstract: The purpose of this paper is to provide an overview of the corporate identity concept. This investigation initially provides a brief review of the literature and clarification of the various components of the corporate identity concept. Then, through a series of in-depth interviews with 32 individuals from twenty different organisations in different industries, it aims to develop an understanding of the benefits organisations believe can be derived from a strong identity. The study shows that many practitioners and academics believe that a virtuous corporate identity is pivotal to their success. Many interviewees stated that the benefits of a strong and positive corporate identity could boost employee motivation, increase the ability of the organisation to recruit and retain high quality employees, provide a strong base for organisational culture in the event of mergers and acquisitions, increase transparency of business practices, bring competitive advantage, help to develop better relationships with other businesses and aid investment into the company. The study recommends that businesses should try to develop systematic methods of measuring and managing their corporate identity.
URI: https://digitalcollection.zhaw.ch/handle/11475/10073
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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