Abstract
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.
Highlights
Marketing and communication managers might be under the impression that corporate identity consists solely of visual and graphical artefacts
In a previous paper (l994) this author stated that a review of South African corporate identity manuals may create the impression that a well-designed corporate livery package, consisting of a well-known name, a distinctive logo, visually appealing premises, and attractive colours, are the most important factors contributing to a desired corporate image
The research process consisted of: generating and refining a set of bi-polar items that defines a semantic differential scale; recalling perceptions through a specific concept or construct - the corporate logo; asking a number of respondents to rate their perceptions of South African companies on the semantic scale; refining these responses through factor analysis in order to identify a smaller number of factors that determine the corporate image of the companies
Summary
Marketing and communication managers might be under the impression that corporate identity consists solely of visual and graphical artefacts. It is assumed that a visual identity cue, such as a corporate logo, may serve as a cognitive "switch" to recall an image in the mind of the beholder, essentially based on behavioural cues experienced in the past. This means that though an image of the corporation may be recalled by an element of visual design, it in effect consists of the perceived behaviour of the corporation. The view that corporate identity consists of both visual elements and the way that the corporation behaves (Bernstein, 1986; Band, 1987; Bellhouse, 1989; and Croft, 1989), is the subject explored in this article
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