Development Of Corporate Identity Research Articles

Влияние корпоративной университетской идентичности на восприятие студенческой жизни

Introduction. Introduction. The article attempts to study corporate university identity among students on the example of the Southern Federal University. The university is considered from the position of a special type of organization, in which there are two types of contingent – permanent and variable. For an effective functioning of the university, the interaction of these types of contingent should ensure the transfer of values and culture from the permanent contingent to the variable, that actualizes the work on the formation of the corporate identity of the university in the student environment. The purpose of the study is to analyze the perception of university life by students depending on the level of corporate identity development on the example of the Southern Federal University. Methods. The empirical study is based on a mass questionnaire survey of the students of the Southern Federal University conducted in the period from December 2021 to March 2022. The main criterion for the selection of respondents is the development of bachelor's and master's degree programs in full-time education. Results and its discussion. The analysis of the conducted research shows that students with the developed corporate identity show a higher level of loyalty and satisfaction with various aspects of life at the university: the organization of the educational process, the material and technical base of the university, practical training, extracurricular activities, building interpersonal relationships. This category of students is more motivated to participate in various educational and extracurricular practices, and is also focused on building constructive interpersonal relationships within the community. Conclusions. Summing up, the author concludes that it is necessary to carry out purposeful work on the formation of the corporate university identity among students, the results of which can provide all representatives of the university community with significant benefits.&nbsp

Information and image support of the activities of the Agrarian University

The article examines the activities of public relations specialists of Michurinsk State Agrarian University in its information and image support. The paper analyzes communication technologies aimed at promoting the higher educational institution of an agrarian profile, agricultural education and agrarian science in general. It is argued that the formation of a positive image of Michurinsk State Agrarian University is facilitated by the organization of effective interaction with the media, positioning of the activities of the university, its scientists, students; regular media monitoring; formation and strengthening of corporate culture; development of corporate identity, mission, slogan, logo; organizing and holding special events; preparation and participation in exhibitions and fairs; maintaining a corporate website; production of a corporate publication, advertising activities. Specific examples of the use of communication technologies in an educational institution are given. The conclusion is made that with the creation of a department for public relations and management of public relations, press and office work, the communicative activity of the agrarian university began to be carried out professionally and in a coordinated manner. The existing communication system ensures the formation of an effective positive information field of the university. The communicative policy of the educational institution is focused on the long-term prospect of building a serious positive dialogue with target audiences, on the prospect of trust.

Modern trends in image design (redesign)

In this competitive, multichannel and noisy digital technology, how important it is to stay ahead of the latest corporate style and branding trends. The article is devoted to the study of the in­fluence of fashion trends on the development of corporate identity and the redesign of existing ones. Ba­sed on the study of modern tendencies, the tendencies of its development and application are revealed.

CORPORATE IDENTITY DESIGN POLICY IN THE PROCESS OF VISUAL COMMUNICATION

The term corporate identity describes the essence of a company, a set of all the characteristics that make up the company. The company SIA “Nature Line” mentioned in the article, which started its operation as a start-up in the food production industry through the Rēzekne Business Incubator start-up programme, put forward as one of the company’s principal aims to promote the recognition of the company and its products to ensure broad opportunities for product export. One of the objectives for reaching the aim is to create a corporate identity design. A corporate identity design will help the company to start advertising and positioning itself to customers, thus promoting successful company operation. Considering the changing trends, technological opportunities, popularity of the start-up field, and rapid development of visual communication in the modern day, in the article the authors justify the relevance of the chosen topic. The research problem is the lack of understanding on the part of start-ups about the importance of designing a corporate identity for ensuring successful operation of the company as well as insufficient support. The research aim is to explore modern corporate identity development trends in the context of design policy and to analyse expert interviews in order to find out the opinion of experts about the importance of creating a corporate design for ensuring successful operation of a star-up company, about the trends in the graphic design of corporate identity, about the most important elements and their successful positioning. The research results are obtained using the theoretical research methods: the study of scientific and journalistic literature and internet resources, analysis and evaluation, which discover the essence of the problem, as well as expert interviews, which are empirical research methods.

Designing Brand Experience in Interior Space

With fast globalization, comes competitive marketing and brands have begun to use experiential design as a marketing strategy. Experiencing spaces creates a signification in people’s lives, and spaces can have a particular role in originating specialized experiences. Therefore, there is a key role for interior designers, because they design experience through space. Understanding how to design a perceived space for the purpose of brand strategy becomes significant at this point. The research aspires to analyze the role of interior space in experiencing corporate identity. Moreover, it explores how interior space is being shaped by firms who are designing the corporate identity with all design elements together, from graphic design for the logo, to the software design for the website, to interior design for the design of the corporate space. Integrating interior space within the development of corporate identity is a new and effective approach in understanding the experience of the corporate identity. Schmitt’s [1] Experiential Marketing model is used to analyze the works of the design companythat uses this approach. The model is adapted to the field of interior design to provide a link with marketing and to eliminate deficiencies between professional life and the existing literature.

LOGO AS REPRESENTATION

The article discusses the principles of logo (verbal trademark) design based on the figurative characteristics and emotional component of the word using student works as an example. The importance of working not only with the form but also with the content of the logo is highlighted, and the application of similar principles in corporate identity development to create a unique graphic image is addressed in the context of development of professional graphic design skills in students.

Corporate identity orientation and disorientation: A complexity theory perspective

The importance of corporate identity to organizations is increasing, which has led to the conceptualisation of corporate identity orientation. This paper challenges existing thinking by suggesting that if corporate identity orientation exists, so could corporate identity disorientation. Using a complexity theory perspective this conceptual paper explores how orientation/disorientation could emerge, and how the two could be related. The paper concludes that a combination of orientation and disorientation could be beneficial for corporate identity development, and that disorientation need not be wholly negative. This is relevant because the environment organizations find themselves in increasingly causes identity disorientation, so exploring this further helps address this crucial issue. As such, this paper opens new directions for researchers to look at corporate identity development, and also for practitioners to embrace elements of disorientation and how it may help unlock new opportunities.

VISUAL IDENTITY OF THE ART SCHOOLS IN LATVIA

Today, each of the most influential and popular organizations has a successful visual identity. Successful visual or corporative identity reveals the company's value and business sector. Institutional managers need to streamline corporate processes, including design identity. The objective of this research is to find out the necessity of the corporate identity development for the Jānis Simsons Madonas art school by studying and analyzing the importance of branding in the area of art education and analyze examples of corporate identity among Latvian art schools. This art school is the first that kind of schools in Latvia. The methods of research: theoretical –investigation and analysis of relevant literature, internet sources and regulatory documents, case object study– randomly selected schools from all over Latvia.

THE RESEARCH ON THE NECESSITY OF CORPORATE IDENTITY DEVELOPMENT FOR THE EASTERN LATVIAN HIGH SCHOOL OF TECHNOLOGIES

Every person, group or organization has its own identity, which helps to define the most important values, events and stand out among competitors. Eastern Latvian High School of Technologies is a newly established school, which opened its doors in September 2015. Therefore the corporate identity is the key issue in the popularization of this school. The objective of this research is to find out the necessity of the corporate identity development for the Eastern Latvian High School of Technologies by studying and analyzing the importance of branding in the area of education. The methods of research: theoretical – investigation and analysis of relevant literature, internet sources and regulatory documents. Empirical – methods of data collecting: survey, structured interview.

CORPORATIVE IDENTITY AS AN INSTRUMENT OF POSITIONING THE CULTURAL CENTERS OF MOSCOW

The desire to raise the profile of cultural institutions in the eyes of society and increase its popularity dictates the need to enhance communication. In this context, it is becoming increasingly important to work on the formation of public opinion and a positive image of each individual cultural institution. The article considers the possibilities of the development and implementation of corporate identity and visual identity as an effective instrument to promote the activities of modern cultural centers in the media space of Moscow under the conditions of information asymmetry. The author of the article comes to the conclusion that creation of positive reputation of cultural institutions by building a strong corporate style may become a notable informational occasion in the media of the mega city and enhance self-identification and sustainable development of cultural institutions. In addition, the article describes the basic components and elements of corporate identity for contemporary cultural centers of Moscow. The author reveals the concept of «corporate identity», notes the main stages of its development, the key visual identifiers that must be taken into consideration in the development of the brand book - the final product of the corporate identity development in the context of repositioning the image and re-profiling traditional cultural institutions into modern cultural centers.

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

Sponsorship Linked Internal Marketing (SLIM): A Strategic Platform for Employee Engagement and Business Performance

This paper advances our understanding of sponsorship linked internal marketing (SLIM). Based on a comprehensive qualitative investigation of major sponsors, this research examines the use of sponsorship linked internal marketing to conceptualize, communicate and implement corporate identity development and employee performance. Sport (by way of an investment in sponsorship) provides a rich opportunity to build employee identification with corporate identity; to establish a fit between how the identity of the firm is positioned internally and externally; and to inspire employee engagement to drive business performance. Moreover, it helps to foster a collaborative culture. The research furthers our understanding of the value of sport sponsorship, sponsorship fit, and sponsorship leveraging.

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.

Theorising the Concept of Organisational Artefacts: How It Enhances the Development of Corporate/Organisational Identity

Organisational artefacts are materials, buildings, symbols, names, images, logos, catchwords that make sense to all the stakeholders of an organisation; they therefore have meanings and do not just exist. Artefacts demonstrate the culture, norms and values of those who are in the organisation as well as all its stakeholders. In a nutshell it is a medium of communication within the members of the organisation and those outside the organisation; it makes enormous statements. This paper employing the descriptive/historical approach will examine the impacts of organisational artefacts on business organisations including how it helps in the development of a corporate identity in the organisations. This is more so as an organisation’s identity –expressed partly through organisational artefacts- goes directly to the heart of the existence of the organisation. The study concludes that directly and indirectly, knowingly and unknowingly, organisational artefacts enhance the development of corporate identity.

МетодикА созданиЯ кОрпОративнОгО стилЯ

In the article the basic principles of construction and development of corporate identity are considered. The basic requirements for the preparation of the original layout, principles of design and graphic design fundamentals corporate identity are offered

Development of Corporate Identity for Ulsan Metropolitan City Authority

Development of Corporate Identity for Ulsan Metropolitan City Authority

A Holistic Corporate Identity Communications Process

Purpose of paper: This paper addresses the total communications process. It seeks to examine how formal and informal corporate identity contributes towards the development of aligned or misaligned corporate identity in business organizations. Design/method/approach: A review of literature focusing on informal corporate identity development process together with the outcome of integrating formal corporate identity with informal corporate identity communication process was made. The risks associated with the emergence of a misaligned corporate identity were also highlighted. Importantly, two models highlighting how the informal corporate identity develops and the stage by stage processes through which the total corporate identity communications process works were established. Findings: A definition, which underscores the role of employee behavior as a critical factor in the meaning of informal corporate identity was developed. A six stage informal corporate identity development process including (1-corporate personality appraisal; 2-appraisal melding, positioning; 3-communications; 4-assimilation of corporate personality/corporate identity; 5-informal expression of corporate personality; 6-development of a corporate image) was developed. A similar model highlighting how a total corporate communications process works was advanced and the risks involved in the development of a misaligned corporate identity was put together. Similarly a 3 point advisory guide of how these risks can be curtailed was put forward. These include coercive, radical management, soft approach. Theoretical implication: Existing work on corporate identity communications has focused mainly on the formal aspects of corporate identity. There is limited literature addressing informal corporate identity and its effect on the total corporate identity communications process. This paper attempts to fill this gap. Importantly, the study will add to the existing literature of corporate identity and enhance in-depth understanding of this phenomenon. Practical implications: The development of a definition for informal corporate identity; insight into its process development and its role within the total corporate identity communications process implies that practitioners can develop a better understanding of this phenomenon. Insight into this process will provide managers with an understanding of how the total corporate identity communications process can be better managed. Limitation of study and future research direction: This is a conceptual study. There is a lack of empirical evidence this work. This presents an opportunity for future research. Originality and value of paper: This paper makes an attempt to contribute towards the field of corporate identity by providing insight into how the expression of informal corporate identity through employee behavior can derail the total corporate identity communications process. Insights into this process allows managers responsible for the management of corporate identity to circumvent a possible derailment in the total corporate identity communications process by developing preventive measures that will check, foil and avert such problems. A work of this nature is highly limited within the literature and it therefore makes this study unique, useful and original in all ramifications.

Tribal motivation in sponsorship and its influence on sponsor relationship development and corporate identity

Whilst the literature on sponsorship suggests it has evolved from a philanthropic gesture to a strategic tool that mangers leverage to provide sustainable competitive advantage, this paper reports on a study which suggests other motivational factors may be on par with or supersede commercial or altruistic considerations. Drawing on self identification, social identity and tribal marketing literature, the paper explores the concept of tribal support as a motivational factor for sponsorship participation and examines the moderating effect this may have on sponsor-object relationship development and on corporate identity development. Findings show strong sub-cultural, tribal connection and variations in self and social identification among sponsors and demonstrate how sponsorship motivation affects sponsor relationship development, sponsor-event fit, brand association and corporate identity development in complex ways.

The Development of Corporate Identity: A Political Perspective

abstract A corporate identity denotes a set of attributes that senior managers ascribe to their organization. It is therefore an organizational identity articulated by a powerful interest group. It can constitute a claim which serves inter alia to justify the authority vested in top managers and to further their interests. The academic literature on organizational identity, and on corporate identity in particular, pays little attention to these political considerations. It focuses in an apolitical manner on shared meanings when corporate identity works, or on cognitive dissonance when it breaks down. In response to this analytical void, we develop a political analysis of corporate identity and its development, using as illustration a longitudinal study of successive changes in the corporate identity of a Brazilian telecommunications company. This suggests a cyclical model in which corporate identity definition and redefinition involve power relations, resource mobilization and struggles for legitimacy.

Sport, bureaucracies and London clerks 1880–1939

From the late nineteenth century a number of large-scale bureaucracies appeared in Britain, employing hundreds and sometimes thousands of clerical workers. An interesting feature of most of these bodies was a generous provision of sponsored sport for their employees. Examining a number of major employers of clerical workers in London between 1880 and 1939, this article will ask why sport was provided on such a large scale, what benefits it offered employers and organizations and what was its appeal to clerks. In doing so it will focus specifically on the contribution of company sport to the development of corporate identity and organizational culture, its role in the nexus of power within large-scale bureaucracies and the support it offered male clerks in their construction of masculinity. A key argument will be that sport offered important functional and discursive benefits to these organizations and members throughout the period, which explains its continued support from both employers and clerical employees.