Clarifying the concept of corporate identity: From a collective vision to cultural interface

Abstract

This study aims to explain the understanding that has been made about Corporate Identity, because it’s common to find divergent views about it. Our purpose is to provide knowledge about Corporate Identity, often mistaken with other related concepts. The paper is based on literature reviews, establishing an analysis of developments on this specific topic over time. It highlights and discusses important points previously reported in the literature. The novelty of this type of paper consists in the relation established between different views and by its conclusions concerning to definitions. The brand is positioned as cultural interface between the business and the stakeholders. The results of this paper are to make a clear distinction between Corporate Identity, Corporate Visual Identity, Brand and Corporate Image. It also establishes a connection between culture, values, mission and Corporate Identity, explaining how these concepts are in the geneses of the brand personality.