Corporate Identity, Linguistik und das Internet

Abstract

Corporate Identity (CI) has been increasingly discussed as a management concept again for some years. In addition to well-known issues new aspects such as the search for a CI concept matching web presences have accrued. In the first instance this essay presents a CI concept in wh ich communicative aspects play an important part. CI blemishes are not interpreted as defects of the communicated but as symptoms of more underlying deficiencies. Subsequently the specific problems with corporate identity in the internet are introduced and typical causes for CI blemishes are discussed. Finally a moJel of analysis for the identification of CI blemishes is briefly introduced.