Marketing communication and corporate identity: are they integrated?

Abstract

Although corporate identity was originally defined in terms of the visual representation of a company, later writers employed broader definitions, which have highlighted the importance of the various forms of communication in corporate identity management. Recent models of the corporate identity management process have reflected the importance of communication in the management of corporate identity. Corporate communication has been regarded as being composed of three forms: management, marketing and organizational communication. Most organizations are structured such that management and organizational communication are closely aligned with the corporate identity of an organization. However, the conjunction between corporate identity and marketing communication is less discernible. It has been noted that the interaction between corporate and marketing communication is 'tentative and embryonic in nature'. The authors conducted empirical research, which explored the extent to which corporate identity was integrated into the marketing communication campaigns of these practitioners. The conclusions from this exploratory research suggest that there are substantial barriers to the successful integration of corporate identity with marketing communications. Barriers such as the importance of integration not being accepted by clients, the focus of marketing managers on short-term goals, too many people involved with managing the core message of corporate identity and an ad hoc approach towards marketing communication were important. Further research into structural and behavioural ways of overcoming these barriers could prove to be extremely valuable.