Towards a Framework for Managing Corporate Identity.

  • Marwick N
  • Fill C
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Notes how the value of developing corporate identity (CI), as a means of encouraging an organization's key stakeholders to perceive the corporate entity in a clear and positive way, has been receiving increased attention in the last decade. To date much of the practitioner and academic attention has been focused on the communication function between an organization and its customers (primarily). In order that managers and academics are able to realize more of the potential that CI offers organizations, it is necessary to consider the role and impact CI can have on strategic management. Reviews the literature and considers the concepts of corporate identity, image, reputation and personality. Determines the linkages between these concepts and argues that image research studies should not just be oriented to improving images and communications but that this information can also have a central role to play in the strategic development of an organization. To do this presents a framework, referred to as a corporate identity management process (CIMP). Provides an illustration which shows how an understanding of stakeholder images can be used, via the CIMP, to reveal opportunities for developing sustainable competitive advantage. ABSTRACT FROM AUTHOR Copyright of European Journal of Marketing is the property of Emerald and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)

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  • N Marwick

  • C Fill

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