Towards a definitive model of the corporate identity management process

Abstract

Various writers have developed conceptual models of corporate image formation and corporate identity management. These models reflect the way in which corporate identity and corporate image have been conceptualised over the past three decades. This paper explores the significance of the various models as a rich foundation for the conceptual thinking on corporate identity, and draws from these models a more definitive model of the corporate identity management process. The model developed reflects current thinking, which places greater emphasis on organizational culture, corporate strategy, corporate communication and integrated communication. The implications for managers and consultants are discussed. A significant implication for both is that the increase in complexity of the model indicates that more variables need to be systematically taken into account when planning a corporate identity program.