Concept Of Corporate Identity Research Articles

Analysing Corporate Identity in Office Design with a Case Study

Considering the historical process, many commercial enterprises today use the concept of corporate identity to raise awareness. The concept articulates the expression of the armies' identity during the hot war period with pictogram-based and symbolic elements. Corporate identity is now one of the most crucial aspects of reputation management for many businesses, owing to the intensifying competition in the global commercial market. Beyond graphic design, which contains business cards, logos, ads, etc., corporate design now includes the interior design of buildings, which highlights implementing interior design in office spaces by creating a context with corporate identity. Analysing office interior design with corporate identity is the study's goal. The methodology involved the results of student-made interior architecture projects with an office theme from Selçuk University's Faculty of Architecture and Design, Department of Interior Architecture's Project-III course to look at interior architecture projects. The context of the design phases and outputs in process with the corporate identity was established using a case study model. The findings indicate that office interior designs are more qualified when incorporating visual components that accentuate the institution's brand and image value. It is therefore advised that corporate identity be integrated into the office interior design process.

Eğitim Yönetimi Uygulamalarında Kurumsal Kimlik Modellemelerinin İncelenmesi

In this study, an approach has been shown to the concept of corporate identity in terms of the models that have been created and put into practice so far in the subject. Corporate identity began to diverge from similar concepts in the last quarter of the twentieth century, and then the theory of social identity was developed by working researchers using different models. These models developed describe the psychosocial connection of a person with corporate identity and in which situations identification with the organization changes. In this study, the following four models related to corporate identity have been focused on: Structural Identity Model, Basic Identification Model, Value-Based Identity Model, Corporate Identity Model. Key Words: Education Management, Corporate Identity, Identity Modeling

“Акции с историей”: как формируется рыночная корпоративная идентичность

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.

Structural approach to the corporate identity types analysis

The present article defines corporate identity as a management tool for achieving strategic competitive advantage. The multidisciplinary approach considers that all elements of enterprise identity, in terms of design, brand management and organizational identity, are aimed at giving the company its own unique style, used to support its competitiveness and market position. The authors determine corporate identity as both the integral part of the strategy and the matter that forms and defines it at the same time. Corporate identity and strategy are interrelated concepts, where identity can introduce, suspend, or simplify strategy, and strategy can strengthen or express identity. Identity can be defined as one of the unique characteristics of the organization, which is manifested through behaviour and communication, as well as through the symbolic, aimed at internal and external stakeholders of the company. The article considers the peculiarities of defining the concept of corporate identity and classification of its types. It presents the critical analysis of the academic works on the interpretation of the relationship between corporate identity and strategy, identifies the term “identity” in the context of strategic management, studies their contradictions in the conceptual and categorical apparatus, and determines existing classifications of types of corporate identity and the method of their analysis. In order to achieve the maximum result of the analysis of corporate identity, the authors propose not only to follow the multidisciplinary approach, but also to consider the relationship between the elements of the structural classification of identity types, taking into account their comparison. The structural approach to corporate identity classification and analysis allows to diagnose each of the types of identity and analyse the dissonance between them in order to improve the strategy of the enterprise.

Korporativni identitet banaka u Crnoj Gori

Corporate identity is a personality of a company which is designed to be in line with the company's achievements and tailored to its goals. The theoretical part defines the concept of corporate identity, its elements and the factors affecting it, the relationship between corporate identity and the client. The empirical part deals with the analysis of the corporate identity of banks in Montenegro. The subject of the conducted explorative quantitative study is to determine how users of banking services evaluate the basic elements of corporate identity of banks. The aim of the research is to determine whether the elements of corporate identity are in line with the expectations of users of banking services, and whether the basic elements of corporate identity influence the choice of the bank and the loyalty of clients. The corporate identity of banks is important, but is not a crucial factor in choosing a bank by clients in Montenegro. Besides the well-designed elements of corporate identity, the fair price and a high quality product and service that the bank efficiently delivers to the client is also a necessary precondition for successful retention of existing clients, as well as for attracting new ones.

Conceptual Tools for Building Higher Education Institutions Corporate Image and Reputation

This paper draws from the concept of corporate identity as a socially constructed activity of strategising, approached with an understanding that promoting institutional image and identity is among the critical functions of an organisational strategy. Corporate image is most often seen as a compilation of optical fundamentals, which are used in promoting the picture of an institution, because every organisation has an identity and in this, it articulates the shared culture, values and aims, and present a sense of uniqueness that, can help to distinguish the organisation in its spirited educational environment. This conceptual paper draws from secondary and grey literature sources to explore how higher education institutions can promote their corporate identity and reputation in response to the changing competitive educational environment across the globe. We highlight several areas that can be supported in fostering higher education institutions corporate integrity and status.

The role of corporate identity management in the higher education sector: an exploratory case study

This paper examines the corporate identity concept and presents an empirical test of a corporate identity model in the context of the higher education sector. The various components of corporate identity are investigated and the results are presented in diagrammatic form in the proposed and updated corporate identity taxonomy. A qualitative exploratory approach was taken, comprising in-depth interviews with key informants involved in the implementation of corporate identity at a major UK university. The taxonomy illustrates communication, design, culture, behaviour, structure, industry and strategy as the main components of corporate identity. The study also demonstrates how and where issues of corporate identity are discussed within an organisation and how the results of these discussions are fed into management structure. As with any such exploratory case study, there are limits to the generalisability of the findings. Further research is required to ascertain whether the findings of this study also apply in other settings. The results will be helpful to communication professionals who deal with an organisation’s corporate identity, branding and communication and who aim to enhance the consistency of messages both written and visual within their organisation.

Single or Taken? Corporate Identity Questioned

Separate corporate identity is a fundamental principle of modern company law. However, legislation as well as judgements are prone to limit its consequences if they see fit for various reasons such as ‘justice’. These cases of ‘piercing the veil’ question the very concept of corporate identity. Therefore, after analysing the current legal status in Ireland with many references to the UK, this article argues that this lack of coherence produces economically inefficient results and should thus be substituted by a more structured approach. Concluding, an adaption of the corporate objective to focus on the company rather than shareholders will be proposed as a remedy for the current incoherence.

INTERPRETATION OF CORPORATE IDENTITY IN CONTEMPORARY WESTERN SOCIOLOGY OF MANAGEMENT

The article gives an interpretation of the concept of corporate identity from the perspective of Western sociology of management. The differences of values and norms, and the identity of the target component, discuss the role of identity as a strategic project of building corporate relationships. The analysis of the content of foreign scientists work on the role of corporate identity in the management of the organization, which is divided into three areas of research and interpretation of the phenomenon under study - functionalist, constructivist, poststructuralist. Corporate identity is interpreted as a resource or mechanism of its creation and reproduction. In considering approaches to the study of corporate identity in contemporary Western sociology and management and management knowledge, the author notes the theory of hidden and "non-intrusive control" in the organization, conducts its substantive analysis, refers to the concept of "coordinated supervision" as a new, postbureaucratic forms of control focuses on the teamwork, flexibility and innovation, departing from the strict hierarchical subordination and leading to a relative unanimity in values. The article notes that some researchers do not identify the notion of corporate and organizational identity, and that this difference in most cases occurs within the typology of identity on several levels and the allocation of the problem of "multiple identities". Corporate identity does not imply the conditions under which members of the organization fully identify themselves with the organization of both the regulator and the only socio-cultural group. The article shows that C.R. Scott, S.R. Corman, G. Cheney and identified four objectives for the identification of the source: the person, the working group, the organization and the profession. M. Pratt and P. Foreman in the existence of multiple identities see opportunities and threats. H.W. He and J.M.T. Balmer allocate identity levels within the organization: visual, corporate, collective organizational identity.

An investigation of the corporate identity construct in China: Managerial evidence from the high technology industry

The study develops and extends existing frameworks of corporate identity and investigates what organisations in China perceive as essential components of the corporate identity concept including their dimensions and contents. The study adopted a qualitative approach and the method of research was a case study. Using the soft-laddering approach, and a multidisciplinary categorisation of analyses of corporate literature and websites, a systematic analysis of the corporate identity was carried out. Different from previous studies, the study reveals new dimensions on the basis of the industry practitioners’ views. The context of China has shown to influence a different focus, more significantly around the ‘impression’ that corporate identity can contribute with commercially. It is suggested that new high-tech firms in China may not have enough experience and capacity to engage in a more holistic corporate identity concept provided. The lack of such experience is particularly likely for new firms, which are still in their early stage of development. Implications for management of corporate identity in China are presented along with directions for further research in the marketing communications literature.

Strategic Implementation of Corporate Identity in A Design Company

Implementation of Corporate Identity has been increase enormously over the past 20 years and predicting will be increase higher in the future. Design Company will be the one who will get the big impact from these changes. Business world believes that corporate identity as important aspect to consider if they want to succeed and competed in their business. An important part of this article is to learn about corporate identity from the literatures and then apply that knowledge and the experiences gained to discuss the strategic implementation of a corporate identity within Design Company. Many companies especially design companies try very hard and seriously to develop a corporate identity of their clients other than their own. As part of the review, the concept of corporate identity, corporate image, corporate communication, corporate structure, corporate culture and how design companies implement and designing a corporate identity for themselves will be examined.

CORPORATE IDENTITY WITHIN THE HEALTH CARE INDUSTRY

The objective of the paper is to research the latest literature on the corporate identity concept, its definition and dimensions, and general strategic management framework in the context of health care industry enterprises – hospitals and private clinics. The novelty of the paper is bringing together the framework of corporate identity concept with available research on the management of the health care organizations. This paper brings together findings by both, corporate identity researchers (Melewar; Balmer) and internationally recognised corporate identity development practitioners (Olins), and reflects strategic management frameworks related to the health care industry and its identity (Porter & Teisberg; Champy & Greenspun). The research methodology employed is a literature review implemented through the content analysis of recent scientific publications on corporate identity and health care management topics from the largest research paper databases, books and scientific conference materials, and review of other relevant secondary research data.DOI: http://dx.doi.org/10.5755/j01.em.17.4.3027

Embedding Theory in Corporate Identity through the Social Construction Lens

This paper strengthens the concept of corporate identity by embedding it with the social constructionist theory.This objective is accomplished through the integration of core arguments within Berger and Luckman’s socialconstructionist epistemology with important viewpoints present within a variety of corporate identity models.Importantly, the outcome of the integration exercise reveals seven thematic points of interconnectivity betweensocial constructionism and corporate identity. It is hoped that these points on interconnectivity would lay afoundation for further studies on how the concept of corporate identity can be further strengthened with theory.

Management of Corporate Identity Dimensions in the Health Care

The objective of this paper is to research the latest literature on the corporate identity concept, its definition and dimensions, and the general strategic management framework in the context of health care industry enterprises – both, hospitals and private clinics. The novelty of the paper is bringing together the framework of corporate identity concept with available research on the management of the health care organizations. This paper researches and reflects on findings by both, corporate identity researchers (Melewar; Balmer) and internationally recognized corporate identity development practitioners (e.g. Olins). Paper also reflects strategic management frameworks related to the health care industry and its identity (Porter & Teisberg; Champy & Greenspun). The research methodology employed is a literature review implemented through the content analysis of the recent scientific publications on corporate identity and health care management topics from the largest research paper databases, books and scientific conference materials, and a review of other relevant secondary research data.

Social Constructionism and the Justifications for Investigating the Meaning of Corporate Identity Through this Lens

Purpose: This paper seeks to explain why work on the meaning of the concept of corporate identity, which has been dominantly approached from a positivistic tradition, could also be addressed from a social constructionist perspective. Approach: This objective is accomplished through the development a conceptual framework, which pulls together seven ontological assumptions within social constructionism (i.e. 1-social order, direction, stability; 2-social interaction; 3-habitualisation; 4-institutionalisation; 5-historicity; 6-control; 7-communication) with discourses emerging from a social constructionist based corporate identity model. Findings: Four ontological or social constructionist discourses (i.e. 1-social interaction, 2-habitualisation, 3-institutionalisation and 4-historicity) grounded solely on the making of meanings emerged from this study. These meaning based discourses were presented as the rationale for approaching work on the meaning of corporate identity. Theoretical implication: Studies on the meaning of corporate identity and the concept of corporate identity in general have been criticised because it lacked a well defined epistemological foundation. Although, the attempt to fill this gap may appear to have come late, nevertheless, it marks the beginning of an effort to establish a philosophical foundation for approaching work on the meaning and concept of corporate identity. Originality: Existing studies on the meaning and the concept of corporate identity in general is commonly approached from positivism or the positivistic tradition. The review of theoretical literature indicates that there is very little research advocating the pursuit of work on the meaning and concept of corporate identity from any other epistemological position. This study is therefore original because it advocates and promotes the pursuit of this subject from a social constructionist perspective. Value: This study is valuable because it sensitises corporate identity and corporate marketing scholars (majority of who are positivists) to the social constructionist philosophy. More importantly, this study draws the attention of these scholars to the possibility of adopting the social constructionist philosophy as a plausible approach for addressing work on the meaning and the concept of corporate identity in general. In addition, this study is important because it is capable of providing a foundation for gaining deeper knowledge and robust intellectual insights into the true meaning of corporate identity, which is currently fraught by heated debate.

For or Against Corporate Identity? Personification and the Problem of Moral Agency

This article explores the concept of corporate identity from a moral perspective. In it we argue that the reification and personification involved in attributing an identity to an organization has moral repercussions. Through a discussion of ‘intentionality’ we suggest that it is philosophically problematic to treat an abstraction of the corporation as possessing identity or acting as a conscious moral agent. The article moves to consider practical and ethical issues in the areas of organizational commitment, of health and safety, and corporate social responsibility, and finds that the notion of identity can be abused, although it will no doubt continue to be used as it does have some practical utility. In conclusion, we argue that despite being meaningless from a philosophical stance, the concept of corporate identity need not be discarded, however, it is far from benign and intense moral scrutiny is necessary wherever it is applied.

A reflective approach to uncovering actual identity

PurposeThis paper aims to present a case study of a unique identity‐building process employed in a Scandinavian service firm. As noted by many authors, the concept of corporate identity is probably one of today's most explored areas by both academics and practitioners. Most agree that there is neither one way to define it nor one way to measure it. Some authors suggesting it is a multiple concept further complicates it. One thing is clear; uncovering identity starts internally with individuals and the organization. This article discusses the technique used in a Norwegian collection agency, Conecto, to develop an understanding of their actual identity.Design/methodology/approachThe objective of the case study was to find the core values of the firm defined from an employee perspective, which would then provide an anchor for the firm's future work on its identity. The methodology employed is an existential psychotherapeutic framework, combining Socratic dialogue techniques refined by previous researchers, along with the concepts of personal identity and thought experiments. The project involved the entire organization in a year‐long process to uncover past personal values that could provide a present anchor for the firm's future work on their identity, as defined from an employee perspective.FindingsConsistency in communication is a critical factor for a successful branding strategy. Employees are critical in this process, particularly in service firms. This case study demonstrates that by engaging employees deeply in the identity process, a more solid and consistent branding platform can be built. The project initially started with internal research from a corporate branding perspective. The point was to identify the fundamental values of the organization and to make them more explicit in the firm's marketing communication, with the intent to help Conecto create a solid position in its sector. However, the project quickly developed into a much deeper process where each member of the organization participated in answering the existential question “who are we?” It evolved from a simple corporate communication task to an effort embracing different disciplines: existential philosophy, organizational psychology and culture. Summarily, the firm has identified what we refer to as a “super value” – responsibility. Another result of the process has been a redefinition of the firm's role in its business sector. By anchoring their business activities in the concept of responsibility, the firm sees itself as a mediator between its customers and the debtors. Therefore responsibility provides the foundation for “branding” strategies with all stakeholders.Originality/valueThe case study can be useful for organizations undergoing an identity process. It gives insight into the human side of the process and also the rewards that the process can provide.

Seven dimensions of corporate identity

PurposeThis paper investigates what organisations perceive as the essential components of corporate identity concept and their contents. It proposes an operational definition of corporate identity on the basis of the practitioners' views.Design/methodology/approachThe information was gathered through 32 in‐depth interviews with managers from different organisations (mainly multinational companies) and an analysis of corporate literature and web sites. The initial analysis is based on a multidisciplinary categorisation developed by the first author, which facilitated the systematic analysis of a wide range of components (e.g. corporate communication, corporate design, corporate culture etc.) associated with corporate identity.FindingsThe study shows that there is a considerable divergence in opinions concerning the fundamental components of corporate identity among practitioners. Most interviewees heavily associated identity with the areas of corporate design, communication, behaviour and strategy whereas there was no unanimous agreement as to whether or not corporate culture was a product or determinant of corporate identity.Research limitations/implicationsDeveloping sub‐items and their measures for each dimension presented in the proposed definition and examining the possible relationships between them might be the further step. Also additional empirical research which considers consequences of corporate identity management in relation to company performance indicators could enhance overall understanding of the concept.Practical implicationsSenior company management can use the categorisation discussed in this paper as a starting point for development of corporate identity management strategies.Originality/valueRecategorisation of Melewar's corporate identity dimensions, which help define corporate identity concept in measurable terms.

Corporate identity: concept, components and contribution

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.

Managing a company's brand leadership activities: framework and discussion

This article presents an integrated Concept of Corporate Identity and Corporate Branding (CIB). This CIB approach is understood as the third step in the development of an understanding and interpretation of Corporate Branding. The point of departure for this type of CIB Management is the critical examination of the corporate philosophy in order to ensure that branding assumes the right status within the company and aims in the right direction. Next, strong focus is placed on how to define an identity-oriented Corporate Branding Concept and the analyses necessary for achieving this objective. A multi-step approach for designing the 'CIB Profile' is expounded, which takes all relevant contact and identification points into account. This is done in order to consider the actual perceptions and expectations of all corporate stakeholders and the desired positioning of the brand. After explaining the basic ideas of the CIB Management approach, different examples of analyses and strategically relevant concepts of branding are outlined in order to demonstrate the heuristic power of a CIB Profiling.