Research Abstracts and Links to Manuscripts

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•  Corporate Communications: An International Journal - 2009 (Vol 14 No 4) Special issue on 'Explicating Corporate Identity'

Guest Editorial - Explicating Corporate Identity. John Balmer, Shaun Powell and Wim Elving.

The special edition theme, “Explicating corporate identity” was used as a key benchmark in selecting manuscripts for this special edition. In selecting this theme, we were mindful that a rich variety of perspectives can be adopted in explicating the corporate identity construct and the included papers which have passed the strict double-blind reviewing process, both individually and collectively, speak to the special edition theme in a variety of meaningfully different ways.

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Explicating ethical corporate identity in the financial sector.

Shaun Powell, Wim J.L Elving, Chris Dodd and Julia Sloan.

Purpose – The purpose of this paper is to investigate and measure employees' perception of actual and desired corporate ethical values as a component of corporate identity within a major UK financial institution, against a comparison with their employees' own individual ethical values.
Design/methodology/approach – The multi-method case study uses a mix of secondary data analysis, key interviews and 245 employee questionnaires. The financial institution is selected as it is identified as being in the process of instigating what may be termed a “monolithic” corporate branding strategy while using a “top down” communication approach across its various operations in the UK. Findings – The paper shows that employees' perceive managements' ideal identity to be significantly different to the operational reality that “is” the company, especially in relation to ethical values. These gaps also vary between major divisions within the organisation, as well as between differing staffing levels, adding empirical support to existing theories that corporate identity and corporate brand management will need to take into account many sub-cultures within any large organisation, as well as the individual values of its employees, and that a top down communication programme that fails to take this into consideration will face many difficulties. Originality/value – This empirical based case study research focuses upon a comparison between internal perceptions of actual and ideal corporate values as part of the corporate identity, in comparison to employees' own individual values has been largely overlooked within the corporate identity and branding literatures to date.

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Perspectives on organisational change: the struggle between dominating and residual cultures in savings banks.

Lars Silver.

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Implications of Habermas's "theory of communicative action" for corporate brand management.

Joachim Kernstock and Tim Oliver Brexendorf.

Purpose – The authors propose applying Habermas's “theory of communicative action” (TCA) to discuss the benefits of incorporating the concept of interaction in the field of corporate brand management. The purpose of this paper is to gain suggestions for interactions derived from Jürgen Habermas's social theory. Design/methodology/approach – This paper refers to Habermas's TCA in terms of its implication for stakeholder interactions within corporate brand management. Based on review of the sociological literature of Habermas's TCA, this approach offers a more detailed picture of corporate brand management. Bodies of literature are selected, examined and the TCA has been connected to corporate brand management to provide a research background and a managerially useful insight of human interactions. Findings – The social theory of the German social-philosopher Jürgen Habermas provides certain starting points for classifying interactions. The paper introduces Habermas's proposed forms of human action. Furthermore, it relates to the cognitive, moral-expressive and aesthetic-expressive knowledge interest areas, Habermas's validity claims of communicative actions as well as context and world relations. Research limitations/implications – The study of Habermas's TCA considers one stream in sociological theory. Other theories may provide further insights for corporate brand management.
Practical implications – The paper shows managerially useful implications for managing stakeholder interactions within corporate brand management. Management can use the developed patterns of thought as a starting point for managing interactions with stakeholders.
Originality/value – The paper introduces Habermas's TCA within the field of corporate brand management. Moreover, it facilitates a more comprehensive understanding of implications for managing interactions within the field of corporate brand management.

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Corporate Identity manifested through historial references.

Anna Blomback and Olof Brunninge.

Purpose – The purpose of this paper is to focus on how firms draw on historical references in corporate marketing. The paper seeks to analyze the logic behind such efforts from a corporate identity perspective and to propose potential risks and/or benefits of doing so. The paper aims to inspire the understanding of how references to history are used in marketing and the outcome of such use. Design/methodology/approach – The paper mainly draws on literature relating to corporate marketing and the use of history in organizations. Combining these theories, and pointing at empirical examples, the paper clarifies why references to history can be important manifestations of corporate identity. The paper comes up with propositions concerning what consequences the reference to history in corporate marketing can have for firms' marketing strategies and business development. Findings – The paper outlines a connection among corporate identity, organizational identity, and image through corporate communications. It suggests that among the range of corporate characteristics, historical references can be particular valuable for corporate communications thanks to the reliability age can provide (as opposed to liabilities of newness). Still, elaborations suggest that the planned use of historical references has both pros and cons in terms of business development. Originality/value – Despite the notion that history, as an inevitable and distinctive firm feature, can play an important role in corporate marketing, research on the topic is quite scarce. This paper offers some remedy to this gap by elaborating on the internal and external rationales for applying historical references and how these can be explained in connections between corporate identity and history.

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Advertising corporate social responisbility initiatives to communicate corporate image: inhibiting scepticism to enhance persuation.

Alan Pomering and Lester W. Johnson.

Purpose – The purpose of this paper is to develop a set of research propositions concerned with how the alignment between socially responsible corporate image and corporate identity might be enhanced through the reduction of scepticism by considering diagnostic dimensions of the corporate social responsibility (CSR) image advertising claim. Design/methodology/approach – The paper reviews corporate image advertising, the tool investigated for informing about the firm's CSR record, discusses the scepticism construct and theoretical explanations of why this communication approach might induce scepticism, considers extant empirical findings that lend support to these theories, and describes several elements of CSR advertising claims considered to be diagnostic and capable of inhibiting scepticism responses to CSR image advertisements among consumers. Research propositions are advanced and discussed. Findings – The paper provides conceptual insights into reducing consumer scepticism toward CSR-based corporate identity communicated via corporate image advertising.
Research limitations/implications – The paper advances four research propositions, and proposes a method for testing these propositions. Practical implications – The paper acknowledges the increase in CSR-based corporate image advertising, discusses why such communication approaches may be prone to consumer scepticism, and considers message elements to inhibit this persuasion-eroding cognitive response. Originality/value – This paper suggests a study to understand how corporate identity based on CSR achievements can be more persuasively communicated via CSR-based corporate image advertising

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•  Management Decision (Journal): Special issue (2009)

Purpose - The principal purposes of this paper are to provide normative advice in terms of managing the British Monarchy as a Corporate Heritage Brand and to reveal the efficacy of examining a brand's history for corporate heritage brands generally. Design/methodology/approach - Taking a case history approach, the paper examines critical events in the Crown's history. It is also informed by the diverse literatures on the British Monarchy and also marshals the identity literatures and the nascent literature relating to corporate brands. Six critical incidents that have shaped the monarchy over the last millennium provide the principal data source. Findings - In scrutinising key events from the institution's historiography it was found that the management and maintenance of the Crown as a corporate brand entail concern with issues relating to: continuity (maintaining heritage and symbolism); visibility (having a meaningful and prominent public profile); strategy (anticipating and enacting change); sensitivity (rapid response to crises); respectability (retaining public favour); and empathy (acknowledging that brand ownership resides with the public). Taking an integrationist perspective, the efficacy of adopting a corporate marketing approach/philosophy is also highlighted. Practical implications - A framework for managing Corporate Heritage is outlined and is called "Chronicling the Corporate Brand". In addition to Bagehot's dictum that the British Monarch had a constitutional obligation to encourage, advise and warn the government of the day, the author concludes that the Sovereign has a critical societal role and must be dutiful, devoted and dedicatedto Her (His) subjects. Originality/value - This is one of the first papers to examine the British Monarchy through a corporate branding lens. It confirms that the Crown is analogous to a corporate brand and, therefore, ought to be managed as such.

• Corporate Communication: An International Journal (special issue) - 2007

 Guest Editorial, Shaun Powell, John Balmer and TC Melewar

Reflecting on developments since 1999, it is clear that our understanding of corporate identity is qualitatively different to what it was then. For instance, scholars with a background in corporate communications, public relations and marketing have, increasingly, drawn on other identity perspectives including social identity theory along with the literature on employee identification written by organisational behaviourists. This has led to a broader, and deeper, understanding of identity in corporate and organisational contexts as the recent literature attests (He and Balmer, 2005, 2007; Cornelissen et al., 2007). In addition, it also becomes apparent that our general comprehension of corporate marketing is enhanced when an identity perspective is adopted (Balmer and Greyser, 2006). The above perspectives are reflected in some of the articles appearing in this special issue.

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CSR expectations: the focus of corporate marketing,  Klement Podnar and Urša Golob 

Purpose – The purpose of this paper is to investigate the link between individuals' expectations of corporate social responsibility (CSR) and their readiness to support the socially responsible behaviour of companies in light of the expectational relationship a company has with its stakeholders, as defined in the corporate marketing model. Design/methodology/approach – The data were collected using an online survey of 354 respondents from different backgrounds. The sample was 57 per cent female and 43 per cent male with 66 per cent of respondents aged between 20 and 40 years. The authors conducted descriptive statistics, a factor analysis, and structural equation modelling. Findings – The results show that expectations of ethical-philanthropic CSR tend to have a significant positive influence on both types of intended CSR support by customers. Research limitations/implications – The limitation of the research is the limited scope of the model. For more insight into the relevance of CSR for corporate marketing, it would be interesting to include other relevant variables from this field, such as identification with a corporate brand and corporate reputation. Practical implications – The model suggests that ethical-philanthropic responsibilities seem to lead to a competitive advantage which is based on a desired customer response and reward. This is in line with the main focus of corporate marketing, which is the meeting of stakeholder and societal needs. Originality/value – The paper empirically considers and challenges the acknowledged Carroll's classification of CSR, and links it with the readiness to support socially responsible behaviour of companies in general. In addition, it links the notion of CSR with that of corporate marketing, which strives to develop meaningful relationships with customers and other stakeholders.

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 Student corporate brand identification: an exploratory case study, John M.T. Balmer and Mei-Na Liao

Purpose – The purpose of this paper is to investigate student corporate brand identification towards three closely-linked corporate brands: a UK university, a leading UK business school and an overseas collaborative partner institute in Asia. Design/methodology/approach – The paper uses a theory-building case study within the phenomenological/qualitative research tradition. Findings – The strength of student identification with a corporate brand is predicated on awareness, knowledge and experience of a brand. The data revealed three types of corporate brand identification. This reflected different modes of student affiliation with the three institutional brands. These student relationships were categorised as follows: brand member (a contractual/legal corporate brand relationship); brand supporter (a trusting corporate brand relationship); and brand owner (a proprietorial corporate brand relationship). In explaining the above, the above states are viewed in terms of a corporate brand identification management hierarchy which reflects different approaches to the management of corporate brands. These are categorised as legalisation, realisation and, finally, (brand) actualisation. Senior managers should strive for brand actualisation. Research limitations/implications – The insights from a single, exploratory, case study might not be generalisable. Practical implications – The paper conceptualises that a bureaucratic/product approach to corporate brand management is more likely to result in low brand identification (legalisation); that a diplomatic/communications management approach is more likely to result in moderate brand identification (realisation) and, finally, that a custodial/brand values and promise management approach is more likely to result in high brand identification (brand actualisation). These categorisations can have a utility in ascertaining the effectiveness and philosophical underpinnings of corporate brand management.
Originality/value – The paper examines multiple student identification (towards a university, business school and a non degree-awarding overseas institute).

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Relationship outcomes as determinants of reputation,  Peggy Simcic Brønn

Purpose – The purpose of this paper is to investigate the basis of reputation building through a relationship approach in order to demonstrate that quality of relationships is a determinant of reputation.
Design/methodology/approach – The research was conducted on three groups of stakeholders from a collection agency (a typical outsourcing firm) over a period of two years. A questionnaire was developed based on the work by public relations researchers on measuring relationship outcomes. Analysis consisted of descriptive statistics with means and standard deviations. A correlation analysis was performed to investigate the possible effects of a number of the questions on reputation. Findings – The findings from the study showed correlations between a number of the statements measuring the relationship outcomes and the firm's perception among its stakeholders. The most important finding in this study was the significant correlation between the firm's treatment of its clients' customers and the impact on the clients' reputation. Research limitations/implications – While it has been used by researchers in at least three countries without discussion, the questionnaire's Norwegian translation is a challenge. The relationship described in this paper between a debtor and a collection agency is also unusual. Practical implications – Results indicate that the quality of a firm's stakeholder relationships can impact customer image. For this reason, firms need to allocate resources for corporate marketing strategies across stakeholder groups.
Originality/value – This research adds to previous corporate identity research and provides valuable insight into the dynamics of an outsourcing relationship.

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Managing vision and the brand within the creative industries, Shaun Powell and Chris Dodd

Purpose – The purpose of this paper is to help answer “To what degree can creative employees be encouraged or motivated to align with a leader's creative vision and what issues may be faced along the way?” The management and communication of vision in relation to the organisational brand within the creative industries can face many unique challenges. Design/methodology/approach – As much of the existing creativity literature at an organisational level is not empirically based, a rigorous, inductive and exploratory case study approach was employed to explore emergent issues relating to the management and communication of the brand within creative small to medium-sized organisations. Recent research attempts to uncover the link between organisational creativity and the brand are reviewed. The inductive case study approach undertaken is discussed. This incorporates interviews and thematic analysis with the aid of various qualitative data software packages. Findings – The inductively generated themes uncover interrelating issues of relevance to owners and managers relating to: vision and alignment; creative growth; creative evaluation and rewards. The themes also help to draw attention to some of the potential barriers to achieving a desired or effective creative brand. Originality/value – It can be argued that by taking an exploratory and inductive approach, a wide number of potential effects on creativity and the ensuing brand have been identified. Practitioners within the creative industries can potentially benefit from the observations because they are empirically based rather than being purely theoretical, and focus on both employees and clients. These also appear to go beyond the themes identified within previous studies within these same creative industry sectors. The investigation and reflections may act as a useful starting-point for further research into the formation and management of a creative brand.

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Understanding the meaning of corporate identity: a conceptual and semiological approach,  B. Olutayo Otubanjo, T.C. Melewar

Purpose – The purpose of this paper is to attempt to examine how corporate identity (one of the elements of Balmer's 6Cs of corporate marketing) could be better understood, whilst also addressing how the deconstruction of one of the other elements (i.e. communications: corporate advertising) could provide deeper insight into what corporate identity truly means. Design/methodology/approach – This paper examines various theoretical approaches which have compartmentalised the meaning of corporate identity. It also highlights how these compartments interrelate. The paper introduces the semiotic method and illustrates how this method could deconstruct firms' perception of corporate identity. Findings – Two conceptual models and a semiotic method process were contributed. The first model reveals three main constructs of corporate identity, namely symbolism, behaviour, and corporate communications, and the second model reveals the corporate personality construct. The semiotic method reveals the positioning of corporate identity as a corporate personality construct. Originality/value – This paper provides a better understanding of the meaning of corporate identity by developing two conceptual models and a semiotic method. The conceptual models provide an analysis of how various theoretical approaches which have compartmentalised the meaning of corporate identity interrelate. The semiotic method provides a stage-by-stage process of how a firm's perception of corporate identity is deconstructed. The conceptual models and the semiotic method give a better understanding of the meaning of corporate identity.

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• Journal of Brand Management - 2007 (Special edition on Corporate Marketing and the Branding of the Organisation)

Editorial - Corporate Marketing and the Branding of the Organisation

Shaun Powell, John M T Balmer and T C Melewar

Journal of Brand Management 15/1: pp1-3; doi:10.1057/palgrave.bm.2550105

 This special edition of the JBM draws on papers presented at the Ninth International Corporate Identity Group (ICIG) symposium. The symposium was held at the Balmoral Hotel in Edinburgh in March, 2007, organised by Dr Shaun Powell with the support of the other guest editors. The theme of the symposium was 'Corporate Marketing and the Branding of the Organisation'.

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Corporate brands with a heritage

• Journal of Business Ethics - 2007 (Special edition on Corporate identity, Ethics and Corporate Social Responsibility)

Mapping the Interface Between Corporate Identity, Ethics and Corporate Social Responsibility
Authors: Kyoko Fukukawa, John M.T. Balmer and Edmund R. Gray

The Nature and Management of Ethical Corporate Identity: A Commentary on Corporate Identity, Corporate Social Responsibility and Ethics
Authors: John M. T. Balmer, Kyoko Fukukawa and Edmund R. Gray

The Positive Ethical Organization: Enacting a Living Code of Ethics and Ethical Organizational Identity
Authors: Amy Klemm Verbos, Joseph A. Gerard, Paul R. Forshey, Charles S. Harding and Janice S. Miller

Corporate Ethical Identity as a Determinant of Firm Performance: A Test of the Mediating Role of Stakeholder Satisfaction
Authors: Pascual Berrone, Jordi Surroca and Josep A. Tribó

Corporate Identity of a Socially Responsible University – A Case from the Turkish Higher Education Sector
Authors: M. G. Serap Atakan and Tutku Eker

Corporate Identity, Ethics and Reputation in Supplier–Buyer Relationships
Authors: Michael Bendixen and Russell Abratt

For or Against Corporate Identity? Personification and the Problem of Moral Agency
Authors: Ian Ashman and Diana Winstanley

Exploring the Ethical Identity of Islamic Banks via Communication in Annual Reports
Authors: Roszaini Haniffa and Mohammad Hudaib

An Analysis of Corporate Social Responsibility, Corporate Identity and Ethics Teaching in Business Schools
Authors: Nelarine Cornelius, James Wallace and Rana Tassabehji

•  European Journal of Marketing - 2006 (Special edition on Corporate Marketing)

Title: Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation
Author(s): John M.T. Balmer, Stephen A. Greyser
ISSN: 0309-0566
Year: 2006 Volume: 40 Issue: 7/8 Page: 730 - 741
Abstract: Purpose – The aims of the paper are to examine the nascent area of corporate marketing.
Design/methodology/approach – The paper draws on some of the key literature relating to the history of marketing thought.
Findings – The study reiterates the case that corporate identity, corporate branding, corporate communications, and corporate reputation should be integrated under the umbrella title of corporate marketing. The paper introduces the 6Cs of corporate marketing.
Originality/value – The paper integrates British and US perspectives on the area and draws on Balmer's work vis-à-vis corporate marketing and Greyser's historical overview of marketing written for the Marketing Science Institute (MSI). Further info via link to Article.

Title: Strong brands and corporate brands
Author(s): Mark J. Kay
ISSN: 0309-0566
Year: 2006 Volume: 40 Issue: 7/8 Page: 742 - 760
Abstract: Purpose – This paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand.
Design/methodology/approach – This paper examines the literature on “strong brands” and the experience of several established brands.
Findings – The study finds that no coherent theory defines brand management tasks. Instead, paradigmatic cases of successful brands have come to define branding processes – the logic of the “strong brand” has shaped management branding practices. “Difference” and “consistency” are identified as the primary means of bringing about strong brands, yet these can be difficult to apply, particularly to corporate brands.
Originality/value – A new perspective of the social co-production of brands as meaningful representations, each with its own logic, is proposed as a managerially useful framework to research and frame brand development tasks. Given the development of anti-branding attacks, managers need to pay close attention to the new risks of managing corporate brands, and how they tie brands to their corporate social responsibility practices. Further info via link to Article.

Title: Internal brand building and structuration: the role of leadership
Author(s): Christine Vallaster, Leslie de Chernatony
ISSN: 0309-0566
Year: 2006 Volume: 40 Issue: 7/8 Page: 761 - 784
Abstract: Purpose – The paper aims to clarify the relationship between organisational structures and individual brand supporting behaviour. It proposes modelling the social transformation process and outlining why and how leadership is important throughout the internal brand building process. The study aims to expand the domain of corporate branding by including a broader range of human resource and leadership-related aspects than is normally found in the branding literature.
Design/methodology/approach – The paper opted for an exploratory study using the open-ended approach of grounded theory, including 30 depth interviews and one expert group discussion with employees representing middle and senior management having mainly a marketing and corporate communications background. The data were complemented by documentary analysis, including brand documents, descriptions of internal processes, and copies of employee magazine articles.
Findings – The paper provides empirical insights about how change is brought about during internal brand building. It suggests that successful leaders act as “integrating forces” on two levels: integrating the elements of corporate identity structures, and mediating between the corporate branding structures and the individual.
Research limitations/implications – Because of the chosen research approach, the research results may lack generalisability. Therefore, researchers are encouraged to test the proposed propositions further.
Practical implications – The paper includes implications for the development of a powerful brand image, the development of “brand ambassadors” and for managing the balance between stability and change. Further info via link to Article.

Title: The corporate brand association base: A conceptual model for the creation of inclusive brand architecture
Author(s): Henrik Uggla
ISSN: 0309-0566
Year: 2006 Volume: 40 Issue: 7/8 Page: 785 - 802
Abstract: Purpose – The purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding network such as brands, product categories, persons, places and institutions.
Design/methodology/approach – A semiotic approach is used to describe image transfer processes between the corporate brand and other entities. The paper provides a structure to leverage the corporate brand in different product market contexts.
Findings – The paper offers the “corporate brand association base model” as a conceptual framework for brand-to-brand collaboration. The model structures how a corporate brand can develop more expansive brand architecture through transfer of image from sources of brand equity in the internal brand hierarchy and surrounding brand network.
Practical implications – A useful source for brand managers in the process of co-positioning corporate brands and assessing risks, in relation to brands, product categories, persons and institutions. The framework will make it easier for brand managers to design strategic brand alliances.
Originality/value – The value of this study is that it has presented a model that adds depth and texture to the current academic discussion of corporate brand capitalization, by introducing a balance between in-house leverage and external leverage of the corporate brand. Further info via link to Article.

Title: Corporate rebranding: destroying, transferring or creating brand equity?
Author(s): Laurent Muzellec, Mary Lambkin
ISSN: 0309-0566
Year: 2006 Volume: 40 Issue: 7/8 Page: 803 - 824
Abstract: Purpose – Companies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to understand the drivers of the corporate rebranding phenomenon and to analyse the impact of such strategies on corporate brand equity. Design/methodology/ approach – A cross-sectional sample of 166 rebranded companies provides descriptive data on the context in which rebranding occurs. Two case studies provide further detail on how the process of rebranding is managed.
Findings – The data show that a decision to rebrand is most often provoked by structural changes, particularly mergers and acquisitions, which have a fundamental effect on the corporation's identity and core strategy. They also suggest that a change in marketing aesthetics affects brand equity less than other factors such as employees' behaviour. Research limitations/implications – The paper proposes a conceptual model to integrate various dimensions of corporate rebranding. Analysing the rebranding phenomenon by assessing the leverage of brand equity from one level of the brand hierarchy to the other constitutes an interesting route for further research.
Practical implications – Managers are reminded that corporate rebranding needs to be managed holistically and supported by all stakeholders, with particular attention given to employees' reactions.
Originality/value – This paper is of value to anybody seeking to understand the rebranding phenomenon, including academics and business managers.Further info via link to Article.

Title: The effect of corporate branding dimensions on consumers' product evaluation: A cross-cultural analysis
Author(s): Nizar Souiden, Norizan M. Kassim, Heung-Ja Hong
ISSN: 0309-0566
Year: 2006 Volume: 40 Issue: 7/8 Page: 825 - 845
Abstract: Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers' product evaluation.
Design/methodology/approach – Building on extensive literature, a model of consumers' product evaluation that includes the major determinants of corporate branding is proposed. Based on a sample of 218 Japanese and American consumers, structural equation modeling and general linear model analyses are used to test hypotheses.
Findings – The research reveals that Japanese and American consumers have different perceptions with respect to the effect of corporate image and corporate loyalty. The corporate name was found to have a significant impact on corporate image and corporate reputation was found to have a significant affect on corporate loyalty. The corporate reputation is also found to be a mediator of the corporate image's effect on consumers' product evaluation.
Practical implications – The paper suggests that marketers should carefully consider the corporate name when designing their branding strategies. Marketers are also called on to adapt their corporate branding approaches to fit each marketing environment and enhance corporate loyalty to reduce the switching behavior of consumers.
Originality/value – The paper clarifies the interrelation among the four corporate branding dimensions and shows that consumers of different cultures do not perceive in the same way the impact of corporate branding determinants.Further info via link to Article.

Title: Seven dimensions of corporate identity: A categorisation from the practitioners' perspectives
Author(s): T.C. Melewar, Elif Karaosmanoglu
ISSN: 0309-0566
Year: 2006 Volume: 40 Issue: 7/8 Page: 846 - 869
Abstract: Purpose – This 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/approach – The 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.
Findings – The 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/implications – Developing 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 implications – Senior company management can use the categorisation discussed in this paper as a starting point for development of corporate identity management strategies.
Originality/value – Recategorisation of Melewar's corporate identity dimensions, which help define corporate identity concept in measurable terms. Further info via link to Article.

 Title: The impact of organisational characteristics on corporate visual identity
Author(s): Annette L.M. van den Bosch, Wim J.L. Elving, Menno D.T. de Jong
ISSN: 0309-0566
Year: 2006 Volume: 40 Issue: 7/8 Page: 870 - 885
Abstract: Purpose – The purpose of this paper is to develop a research model to investigate corporate visual identity (CVI) management from an organisational perspective. It is assumed that characteristics of the organisation and of the way a CVI is managed will affect consistency of CVI.
Design/methodology/approach – The model was tested in a survey carried out among employees in 20 Dutch organisations. Structural equation modelling with AMOS was conducted to get insight into the various influences and relationships.
Findings – CVI management characteristics – socialisation processes related to CVI, knowledge of CVI strategy, and CVI tools and support – have a strong impact on the consistency of CVI, and organisational characteristics affect the way CVI is managed. With the exception of the openness and dynamics of an organisation, no supporting evidence was found for a direct relationship between organisational characteristics and CVI consistency.
Research limitations/implications – CVI has been measured by the judgement of the respondents, all employees of the organisation concerned. Therefore the measure was the perceived consistency of CVI. Further research could include a visual audit and the perception of external stakeholders towards the visual identity. There was no distinction examined among the main corporate visual identity and sub- or product brands. The study was conducted in the Netherlands, where the Dutch term huisstijl is unambiguous and clearly related to the corporate brand or identity. Future research can take different brands into account or can broaden the concept of CVI (including cultural aspects, language, rituals, myths, etc.).
Practical implications – The results indicate that CVI management matters, that CVI management is related to more general organisational characteristics, but that communication managers nevertheless have a considerable amount of freedom in determining the way they manage their CVI.
Originality/value – Corporate visual identity has received little attention in research and hardly been studied at all from the perspective of this paper. This paper has value to both researchers in the fields of corporate identity and organisational identity, as well as professionals involved in managing the corporate identity.Further info via link to Article.

Title: A reflective approach to uncovering actual identity
Author(s): Peggy Simcic Brønn, Andreas Engell, Håvard Martinsen
ISSN: 0309-0566
Year: 2006 Volume: 40 Issue: 7/8 Page: 886 - 901
Abstract: Purpose – This 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/approach – The 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.
Findings – Consistency 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/value – The 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.Further info via link to Article.

Title: The monarchy as a corporate brand: Some corporate communications dimensions
Author(s): Stephen A. Greyser, John M.T. Balmer, Mats Urde
ISSN: 0309-0566
Year: 2006 Volume: 40 Issue: 7/8 Page: 902 - 908
Abstract: Purpose – The purpose of this paper is to examine the role of corporate communications on behalf of the monarchy as a corporate brand.
Design/methodology/approach – Draws on the preliminary findings of a major study on monarchies.
Findings – Argues that corporate communications is an important aspect of corporate brand management (especially in relation to constitutional monarchies). Research implications – That monarchies are analogous to organisational brands and are amenable to being managed as such.
Originality/value – Draws on a unique study relating to monarchies as corporate brands. Further info via link to Article.

European Journal of Marketing - 2003 (Special edition on corporate and service brands)

Title: Corporate brands: what are they? What of them?
Author(s): John M.T. Balmer, Edmund R. Gray
ISSN: 0309-0566
Year: 2003 Volume: 37 Issue: 7/8 Page: 972 - 997
Abstract: This article examines the nature, importance, typology, and management of corporate brands. Argues that in making a distinction between corporate brands, corporate identities, and product brands, the underlying characteristics of corporate brands can be uncovered. A key thesis of the article is that a corporate brand is a valuable resource: one that provides an entity with a sustainable, competitive advantage if specific criteria are met. These criteria are defined in terms of an economic theory known as “the resource-based view of the firm”. An affirmation of this economic doctrine requires corporate brands to be rare, durable, inappropriable, imperfectly imitable, and imperfectly substitutable. Also contends that the traditional tripartite, branding typology be expanded to reflect the new modes in which corporate brands are being utilised. These new corporate branding categories are: familial, shared, surrogate, supra, multiplex, and federal. Finally, reasons that the management of a corporate brand requires the orchestration of six “identity types”. The critical identity type is the “covenanted identity” because it underpins the corporate brand. The covenanted identity comprises a set of expectations relating to an organisation's products/services and activities. Internally, it acts as a standard against which an employee/employer's actions can be evaluated. Argues that employees are crucial to the success, and maintenance, of corporate brands. Speculates that the current interest in corporate brands is redolent of a new dynamic in marketing. As such, corporate brands are symptomatic of the increased importance accorded to corporate-level concerns and concepts. This interest in corporate-level concerns should form the basis of a new branch of marketing: one that weft and weaves the concepts of corporate identity, image, reputation, communications along with corporate branding. The article concurs with Balmer and Greyser who argue that this area should be known as corporate-level-marketing. Further info via link to Article.

Title: The six conventions of corporate branding
Author(s): Simon Knox, David Bickerton
ISSN: 0309-0566
Year: 2003 Volume: 37 Issue: 7/8 Page: 998 - 1016
Abstract: This paper considers the emerging focus in both academic and practitioner literature on the concept of the corporate brand and argues that the underlying generative mechanisms and processes that enable successful corporate brand management are not clearly understood. Based on the findings of recent fieldwork, the authors outline six new conventions for understanding the processes of nurturing and managing a corporate brand and discuss the implications of these conventions for the emergent theory of corporate brand management. Evidence from this work has also led the authors to propose a more holistic definition of the corporate brand, “the visual, verbal and behavioural expression of an organisation's unique business model”.Further info via link to Article.

Title: Core value-based corporate brand building
Author(s): Mats Urde
ISSN: 0309-0566
Year: 2003 Volume: 37 Issue: 7/8 Page: 1017 - 1040
Abstract: The aim of this article is to introduce a conceptual framework for a corporate brand building process based on core values. The nature, role, and function of core values are considered a central part of the value foundation of a corporate brand. In line with this reasoning, a distinction is also made between three groups of values: organisational values, core values, and added values. This article is based on research into the brand building efforts of more than 50 major companies over a period of ten years. The Volvo case is used as an illustration and places special emphasis on internal processes. The role of the core values in the ten steps of the framework is explored and illustrated. The work is based on first-hand experiences, interviews, and unique internal strategy documents from Volvo. The discussion defines core values as overarching concepts that summarise the identity of the corporate brand and as guiding lights for the brand building process. Another conclusion drawn from the article is that core values are vital for continuity, consistency and credibility in a value-creating process. The theoretical and practical implications of using core values as a unifying common thread are discussed in relation to the paradigm of brand orientation. Further info via link to Article.

Title: Bringing the corporation into corporate branding
Author(s): Mary Jo Hatch, Majken Schultz
ISSN: 0309-0566
Year: 2003 Volume: 37 Issue: 7/8 Page: 1041 - 1064
Abstract: This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisational culture and corporate image is presented. The model is based on a gap analysis, which enables managers to assess the coherence of their corporate brand. Use of the model is illustrated by examining the stages of development that British Airways passed through in the creation of its corporate brand. The paper concludes that corporate brand management is a dynamic process that involves keeping up with continuous adjustments of vision, culture and image. The model suggests an approach to corporate branding that is organisationally integrated and cross-functional, hence the thesis that it is important to bring the (whole) corporation into corporate branding. Further info via link to Article.

Title: Corporate branding in the new economy
Author(s): Shirley Leitch, Neil Richardson
ISSN: 0309-0566
Year: 2003 Volume: 37 Issue: 7/8 Page: 1065 - 1079
Abstract: This article offers the “brand web” model as a conceptual framework for the creation and ongoing analysis of corporate brands and brand relationships. The framework is particularly relevant for new economy ventures that result from alliances. In deploying the brand web model, marketers are asked to consider: the power relationship between the corporate brands; their corporate identities and brand values; the goals of each brand; and the relative strategies pursued to achieve these goals. These questions are posed within the context of the semiotic model of corporate identity. Further info via link to Article.

Title: Equity in corporate co-branding: The case of adidas and the All Blacks

Author(s): Judy Motion, Shirley Leitch, Roderick J. Brodie
ISSN: 0309-0566
Year: 2003 Volume: 37 Issue: 7/8 Page: 1080 - 1094
Abstract: Corporate co-branding is analysed within the context of a case study of the sponsorship relationship between adidas and the New Zealand Rugby Union. The study indicates that corporate brands may develop co-branding relationships in order to redefine brand identity, discursively reposition the brand and build brand equity. Corporate co-branding is established at a fundamental brand values level that, in turn, influences the type of marketing communication campaign that may be undertaken. Discourse theory provides insights into the importance of an articulation campaign in order to increase the equity of corporate brands. Co-branding offers corporate brands access to the brand strategy of the co-brand partner, the alignment of brand values, the marketing communication association and brand reach and network of relationships.Further info via link to Article.

Title: The criteria for successful services brands
Author(s): Leslie de Chernatony, Susan Segal-Horn
ISSN: 0309-0566
Year: 2003 Volume: 37 Issue: 7/8 Page: 1095 - 1118
Abstract: There are few valuable services brands, which may be due to the lack of services branding knowledge and the inappropriate use of product-based branding advice. To contribute to services branding knowledge the authors undertook a review of the services management and services branding literature and postulated a model of services branding. In-depth interviews with 28 leading-edge consultants showed the appropriateness of this model. The study found a need for ruthless clarity about positioning and the corporation's genuinely felt values. Success is more likely when everyone internally believes in their brand's values. When management behaviour is based on genuine conviction, shared values are more likely. Through shared values, there is a greater likelihood of commitment, internal loyalty, clearer brand understanding, and importantly, consistent brand delivery across all stakeholders. By viewing these factors within a systems perspective, greater services brand consistency can result. Further info via link to Article.

Title: Experienced reality: The development of corporate identity in the digital era
Author(s): Alan Topalian
ISSN: 0309-0566
Year: 2003 Volume: 37 Issue: 7/8 Page: 1119 - 1132
Abstract: Confusion surrounding “corporate identity” persists in business and design practice though a great deal has been written about the subject since the 1970s. “Corporate identity” and “corporate image” continue to be used interchangeably. When business executives and designers mention these terms, more often than not they mean the visual schemes devised to “portray” organisations – visual identities, visual identification systems, logotypes and symbols – each of which has a distinct meaning. Changes, over time, have seen corporate identity termed the “corporate brand”; currently, “brand identity” and “brand architecture” are receiving considerable attention. A British Standard defines most of these terms but is broadly ignored. When practitioners and their clients appear to be unconcerned about the core terms of their trade, it is not surprising that implemented solutions fail to deliver their promise. Suspicions are bound to arise about the relevance of corporate identity and its potential impact on performance over the long term. Nevertheless, statements heralding the demise of corporate identity are premature. Thinking on the way corporate identities are projected seems to be stuck in the “pre-Internet” era. For example, corporate Web sites could be very powerful vehicles for such identities, yet many sites demonstrate little progress from promotional literature. This paper explores factors that are likely to shape the projection of identities in the next 20-50 years, not least the “personalisation” of identity akin to the “mass customisation” that has been promoted in manufacturing.Further info via link to Article.

Title: Corporate branding – back to basics
Author(s): David Bernstein
ISSN: 0309-0566
Year: 2003 Volume: 37 Issue: 7/8 Page: 1133 - 1141
Abstract: A transcript of the Third Lord Goold Memorial lecture delivered at Bradford School of Management by David Bernstein in November 2000 at the 7th International Corporate Identity Symposium. Further info via link to Article.

European Journal of Marketing - 2001 (Special edition on Corporate Marketing)

Title: Corporate identity, corporate branding and corporate marketing - Seeing through the fog
Author(s): John M.T. Balmer
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2001 Volume: 35 Issue: 3/4 Page: 248 - 291
Abstract: Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver lining. This is because the fog has, unwittingly, led to the emergence of rich disciplinary, philosophical as well as “national”, schools of thought. In their composite, these approaches have the potential to form the foundations of a new approach to management which might be termed “corporate marketing”. In addition to articulating the author’s understanding of the attributes regarding a business identity (the umbrella label used to cover corporate identity, organisational identification and visual identity) the author outlines the characteristics of corporate marketing and introduces a new corporate marketing mix based on the mnemonic “HEADS”[2]. This relates to what an organisation has, expresses, the affinities of its employees, as well as what the organisation does and how it is seen by stakeholder groups and networks. In addition, the author describes the relationship between the corporate identity and corporate brand and notes the differences between product brands and corporate brands. Finally, the author argues that scholars need to be sensitive to the factors that are contributing to the fog surrounding corporate identity. Only then will business identity/corporate marketing studies grow in maturity. Further info via link to Article.

Title: Corporate identity and corporate image revisited - A semiotic perspective
Author(s): Lars Thøger Christensen, Søren Askegaard
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2001 Volume: 35 Issue: 3/4 Page: 292 - 315
Abstract: Asserts that the marketing discipline has been quite instrumental in securing and maintaining both practical and theoretical attention to the issues of identity and image in contemporary organisations. Discusses and critiques much of the discourse of corporate identity and image management. This is accomplished through a semiotic exercise in which prevailing perspectives and assumptions with respect to corporate identity and image are explained, analysed and subjected to a coherent interpretive framework. Rather than trying to legislate terminology or suggest conceptual parsimony, we use the semiotic framework as one way to illustrate the benefits of theoretical consistency and to stimulate self-reflection among scholars who use the notions of identity and image. Further info via link to Article.

Title: Relationships between personal and corporate reputation
Author(s): Dennis B. Bromley
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2001 Volume: 35 Issue: 3/4 Page: 316 - 334
Abstract: The psychological study of personal reputation has implications for the study of corporate identity and reputation. One set of implications deals with the way organisations are perceived by members of internal and external groups. Another set deals with the relationships between identity and reputation. Historical trends suggest the possibility of a shift of emphasis from the study of individual organisations to the study of similarities and differences between organisations. The size, shape and multiplicity of corporate reputations appear to be neglected areas of research. Other issues include: language usage, the distribution of attributions, visual identity, subculture, cognitive functions, ideals, and leadership. Further info via link to Article.

Title: Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model
Author(s): Malcolm H.B. McDonald, Leslie de Chernatony, Fiona Harris
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2001 Volume: 35 Issue: 3/4 Page: 335 - 352
Abstract: Examines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the services sector, the appropriateness of corporate versus individual branding and how service organisations have challenged the traditional approach to business. By analysing the success and failure of corporate branding in financial services, illustrates how thinking about service branding needs to change. Outlines the differences between product and service branding and considers how the fast-moving consumer goods (FMCG) approach to branding needs to be adjusted for the services sector. Particular emphasis is placed on the intangible nature of services and corporate branding and how problems linked to intangible offerings can be overcome. Concludes with an examination of the roles that employees and consumers play in the delivery and strengthening of the corporate service brands.Further info via link to Article.

Title: Understanding organisational culture and the implications for corporate marketing
Author(s): Alan M. Wilson
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2001 Volume: 35 Issue: 3/4 Page: 353 - 367
Abstract: The actions of employees such as service personnel are seen as being important in communicating a company’s corporate values and goals, particularly where they interact directly with customers and other corporate audiences. Their beliefs, norms and values derived from the organisational culture influence their actions and the informal messages that they communicate. A mystique still exists around the concept of organisational culture. This paper attempts to rectify this by reviewing the literature relating to organisational culture, focusing on its definition, the factors which influence it and the arguments as to whether it can be managed. The paper highlights the complexity of the phenomenon and the need for corporate marketers to be more sensitive to this complexity in the development and execution of corporate communication strategies. This requires marketers to work more closely with researchers and practitioners working in the fields of organisational behaviour and human resource management. Further info via link to Article.

Title: Development and management of corporate image in South Africa
Author(s): Russell Abratt, Thabiso Nsenki Mofokeng
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2001 Volume: 35 Issue: 3/4 Page: 368 - 386
Abstract: Gathers empirical evidence on how South African organisations manage their corporate image management process. The aim is to establish whether one of the leading models of the corporate image management process is applicable to practitioners in the area. While there is renewed interest in both academic and management circles, relatively few studies exist in the area of image management. In-depth interviews with ten organisations that substantially changed their images recently were undertaken. The results are reported and confirm that the current knowledge and constructs on the corporate image management process are being put into practice by marketers. Further info via link to Article.

Title: Corporate reputation, trait covariation and the averaging principle - The case of the UK pensions mis-selling scandal
Author(s): Roger Bennett, Helen Gabriel
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2001 Volume: 35 Issue: 3/4 Page: 387 - 413
Abstract: Presents the results of an empirical investigation into whether the attribution by members of the public of an unfavourable reputational trait (e.g. dishonesty) to a company covaries with other traits ascribed to the same enterprise. Additionally it examines whether people aggregate successive pieces of unfavourable information received about a business to form a continuously worsening impression of it; or whether they mentally average bad news, so that successive adverse items can actually improve the overall impression – provided the later messages are not as damaging as the earlier ones. The study is based on the UK pensions mis-selling scandal, which generated severe, long-term media criticism of the large UK insurance companies. Hence it analyses a unique reputational management situation in that the firms involved are subject to continuous and intense scrutiny, protracted and hostile media coverage, periodic public censure by regulatory authorities, and interference in day-to-day management by government agencies. The proposition that pensions are an “avoidance product” is also explored.Further info via link to Article.

Title: Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia
Author(s): T.C. Melewar, John Saunders, John M.T. Balmer
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2001 Volume: 35 Issue: 3/4 Page: 414 - 427
Abstract: Investigates the degree of global standardisation of a corporate visual identity system (CVIS) in multinational operations. A special emphasis of this research is accorded to UK companies operating in Malaysia. In particular, the study seeks to reveal the reasons for developing a standardised CVIS; the behavioural issues associated with CVIS; and the determination in selecting a graphic design agency. The findings of the research revealed that multinational corporations in an increasingly corporate environment adopted a standardised CVIS for several reasons, including, aiding the sale of products and services, creating an attractive environment for hiring employees, and increasing the company’s stature and presence. Further findings show that the interest in global identity was stimulated by global restructuring, merger or acquisition. The above trends help explain why increased focus has been accorded to CVIS over the past five years by many UK companies operating in Malaysia. Additional findings reveal that both the UK design agencies and in-house design department are used in the development of the firms’ CVIS. Further info via link to Article.

Title: The added value of corporate logos - An empirical study
Author(s): Cees B.M. van Riel, Anouschka van den Ban
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2001 Volume: 35 Issue: 3/4 Page: 428 - 440
Abstract: Describes the evaluations, by potential customers, of a new logo of a Dutch bank. Evaluations were measured before and after the introduction, comparing perceptions of the new logo with the observations of the logos of two competitors (a larger and a smaller one). The study indicates that people attribute different associations to each logo. The set of associations they have with the logo appeared to increase if respondents were confronted with the name of the company behind the new logo. After the launch of the new logo, embedded within a nation-wide advertising campaign, the positive associations increased and the negative evaluations decreased. The majority of interviewees were able to describe associations that matched the intentions which the bank wanted to express with its new corporate symbol.Further info via link to Article.

Title: Corporate branding and corporate brand performance
Author(s): Fiona Harris, Leslie de Chernatony
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2001 Volume: 35 Issue: 3/4 Page: 441 - 456
DOI: 10.1108/03090560110382101
Abstract: Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process. This paper explores the implications of corporate branding for the management of internal brand resources. We describe a model for managing brands through narrowing the gap between a brand’s identity and its reputation and, building on this, identify three key factors that affect brand perceptions and brand performance. Finally, we review some of the mechanisms that may be used to facilitate greater congruence of brand perceptions within the brand team and communication of a brand’s identity to employees. Further info via link to Article.

Title: Corporate citizenship as a marketing instrument - Concepts, evidence and research directions
Author(s): Isabelle Maignan, O.C. Ferrell
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2001 Volume: 35 Issue: 3/4 Page: 457 - 484
Abstract: Confronted with increasing pressures to limit government spending on social welfare, more and more public policy makers welcome the growing social involvement of corporations. Yet, inasmuch as corporate citizenship may be desirable for society as a whole, it is unlikely to be embraced by a large number of organizations unless it is associated with concrete business benefits. This paper presents past findings and proposes future research directions useful for understanding the potential value of corporate citizenship as a marketing tool. Specifically, after examining the nature of corporate citizenship, the paper discusses its potential impact, first on consumers, then on employees. Two conceptual frameworks are introduced to guide research on the value of corporate citizenship in terms of external and internal marketing respectively.Further info via link to Article.

European Journal of Marketing -1997 (Special edition on Corporate Identity)

Title: Towards a framework for managing corporate identity
Author(s): Nigel Markwick, Chris Fill
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 1997 Volume: 31 Issue: 5 Page: 396 - 409
Abstract: 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 competitve advantage.Further info via link to Article.

Title: Corporate identity: the concept, its measurement and management
Author(s): Cees B.M. van Riel, John M.T. Balmer
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 1997 Volume: 31 Issue: 5 Page: 340 - 355
Abstract: Articulates the main trends in the literature on corporate identity; defines corporate identity; explains the rationale for corporate identity management and describes the main methods used to reveal the desired and the actual corporate identity. Particular reference will be made to two recently developed models used to reveal an organization’s identity: Balmer’s Affinity Audit (BAA) and The Rotterdam Organizational Identification Test (ROIT). Concludes that while empirical research on the area will increasingly be multidisciplinary marketing will, nonetheless, play a pivotal role in an understanding of corporate identity.Further info via link to Article.

Title: Relations between organizational culture, identity and image
Author(s): Mary Jo Hatch, Majken Schultz
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 1997 Volume: 31 Issue: 5 Page: 356 - 365
Abstract: Addresses the relationship between organizational culture, identity and image. Argues that contemporary organizations need to define their corporate identity as a bridge between the external position of the organization in its marketplace and other relevant environments, and internal meanings formed within the organizational culture. Offers an analytical framework using the concepts of organizational culture, identity and image and suggests implications, including the need for symbolic management in and of the organization and the need to combine knowledge from the disciplines of marketing and organization studies.Further info via link to Article.

Title: Visual identity: trappings or substance?
Author(s): Michael J. Baker, John M.T. Balmer
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 1997 Volume: 31 Issue: 5 Page: 366 - 382
Abstract: Describes the initiation and development of a corporate identity/visual identity programme, using a major UK university as a case study. Concludes that assessing a visual identity can be useful in identifying organizational weaknesses. However, whereas a weak visual identity may be a symptom of corporate malaise, a new visual identity, although powerful, should be used as part of an integrated approach when repositioning an organization.Further info via link to Article.

Title: Understanding corporate identity: the French school of thought
Author(s): Bertrand Moingeon, Bernard Ramanantsoa
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 1997 Volume: 31 Issue: 5 Page: 383 - 395
Abstract: Since the 1970s, French researchers have elaborated a theoretical framework built around the concept of organizational identity. This theoretical framework integrates concepts from several research disciplines, including sociology, psychology, psychoanalysis, and history. Although this approach focuses primarily on improving the understanding of the internal functioning of organizations, the approach also helps marketing professionals who are responsible for managing organizational image and organizational communications. The diagnosis of an organization’s identity permits marketing executives to interpret the symbolic products produced by the organization, even though these symbolic products may not have been designed in a rational or deliberate manner. Reviews the principal concepts and methods elaborated over the last 20 years by researchers working in this perspective, emphasizing the importance of these ideas for marketing specialists. Describes recent developments in identity theory based on the sociological theory developed by Pierre Bourdieu. Presents an original diagnostic methodology - socioanalysis. Further info via link to Article.

Title: Deriving an operational measure of corporate identity
Author(s): Johan van Rekom
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 1997 Volume: 31 Issue: 5 Page: 410 - 422

Abstract: Highlights the role corporate identity plays in corporate communication. Based on the work of Albert and Whetten derives three criteria to guide management decisions on corporate identity: centrality to the organization, specificity to the organization and continuity over time. These criteria can serve as guidelines when empirical measurement of an organization’s existing identity is conducted. Illustrates the criteria with an example of empirical identity measurement using means-end analysis. Suggests centrality in the means-end structure of organization members’ activities as an operationalization with the potential to encompass all three criteria.Further info via link to Article.

Title: Assessing the corporate brand: The Unique Corporate Association Valence (UCAV) approach

Title: Communicating brand personality: Are websites doing the talking for the top South African Business Schools?

Title: The hermeneutics of branding

Title: Integrating corporate branding and sociological paradigms: A literature study

Title: The importance of corporate brand personality traits to a successful 21st century business

Title: Corporate re-branding: From normative models to knowledge management

Title: Retaining employees for service competency: The role of corporate brand identity

Title: Capturing the essence of a corporate brand personality: A western brand in Eastern Europe

Title: Environmental influences in corporate brand identification and outcomes

Title: The Crown as a corporate brand: Insights from monarchies

Title: Important factors to consider when using internal branding as a management strategy: A healthcare case study

Title: Using internal marketing to ignite the corporate brand: The case of the UK retail bank industry

Title: Corporate communications, identity and image: A research agenda

Corporate Communications an International Journal - 1999 (special edition on corporate identity)

Title: Corporate identity and corporate communications: creating a competitive advantage
Author(s): John M.T. Balmer, Edmund R. Gray
Journal: Corporate Communications: An International Journal
ISSN: 1356-3289
Year: 1999 Volume: 4 Issue: 4 Page: 171 - 177
DOI: 10.1108/EUM0000000007299
Abstract: Recent environmental trends are forcing senior managers to give greater import to corporate identity and corporate communications. They are discovering that conventional methods of redressing identity problems are becoming progressively less effective because, in our opinion, the traditional focus has viewed corporate identity and corporate communication as functional rather than as strategic. We suggest a much broadened view that looks at corporate communication as a three-part system process – primary, secondary and tertiary. In many companies these three are out of balance. Primary communication should present a positive image of the company and set the stage for a strong reputation. Secondary communication should be designed to support and reinforce primary communication. Tertiary communication should be positive and result in a superior reputation if the other two stages of corporate communication are properly conceived. The authors postulate that senior managers who implement this can invest their organisation with a competitive advantage. Further info via link to Article.

Title: Advancing and enhancing corporate reputation
Author(s): Stephen A. Greyser
Journal: Corporate Communications: An International Journal
ISSN: 1356-3289
Year: 1999 Volume: 4 Issue: 4 Page: 177 - 181
DOI: 10.1108/13563289910299292
Abstract: This article describes corporate reputation as it pertains to corporate practice. Key areas treated are worldwide executive opinion on their ability to affect corporate reputation; three specific strategic benefits and goals of strong corporate reputation (preference in doing business with a company when products/services are similar, support for a company in time of controversy, and company value in the financial marketplace); the six key factors that drive corporate reputation; examples of how these drivers vary in importance in different countries, in different industries in the same country, and in the context of the three different goals; and illustrations of how company behaviour, relative to public expectations, can erode corporate reputation. Credibility is cited as the central link between company behaviour and public confidence, also encompassing the “promise/performance gap” between consumer expectations and product/service delivery.Further info via link to Article.

Title: Corporate identity and corporate communications: the antidote to merger madness
Author(s): John M.T. Balmer, Keith Dinnie
Journal: Corporate Communications: An International Journal
ISSN: 1356-3289
Year: 1999 Volume: 4 Issue: 4 Page: 182 - 192
DOI: 10.1108/13563289910299300
Abstract: This article examines the potential relevance of corporate identity and corporate communication to the merger and acquisition process. Recent studies indicate that around 50 per cent of all mergers failed to produce the synergistic benefits that were expected of them. The authors argue that this failure rate may be attributable to the neglect of corporate identity and corporate communication issues and have identified nine reasons why mergers fail, chief among which are: the undue attention that is given to short-term financial and legal issues to the detriment of long-term identity and communication issues; inadequate recognition of the impact of leadership issues on identity and communication; and failure to secure the goodwill of a wide range of stakeholder groups common to both companies. The authors offer a template pertaining to corporate identity and corporate communication issues in the merger and acquisition process which they call the merger mix.Further info via link to Article.

Title: Multiplicity in corporate identity strategy
Author(s): Shirley Leitch, Judy Motion
Journal: Corporate Communications: An International Journal
ISSN: 1356-3289
Year: 1999 Volume: 4 Issue: 4 Page: 193 - 200
DOI: 10.1108/13563289910299319
Abstract: In this article, van Riel’s theory of common starting points is applied to an organisation in order to further our understanding of the way in which multiplicity may be managed within the corporate identity mix. The article begins by outlining the challenges that postmodern theory has posed for corporate identity theory and the contribution that van Riel’s theory can make to addressing these challenges. The theory of common starting points is then applied to the corporate identity of the Mainfreight corporation. Further info via link to Article.

Title: Towards a definitive model of the corporate identity management process
Author(s): Helen Stuart
Journal: Corporate Communications: An International Journal
ISSN: 1356-3289
Year: 1999 Volume: 4 Issue: 4 Page: 200 - 207
DOI: 10.1108/13563289910299328
Abstract: Various writers have developed conceptual models of corporate image formation and corporate identity management. These models reflect the way in which corporate identity and corporate image have been conceptualised over the past three decades. This paper explores the significance of the various models as a rich foundation for the conceptual thinking on corporate identity, and draws from these models a more definitive model of the corporate identity management process. The model developed reflects current thinking, which places greater emphasis on organizational culture, corporate strategy, corporate communication and integrated communication. The implications for managers and consultants are discussed. A significant implication for both is that the increase in complexity of the model indicates that more variables need to be systematically taken into account when planning a corporate identity program. Further info via link to Article.

Corporate Communications an International Journal (various editions)

Title: The role of corporate identity in the higher education sector: A case study
Author(s): T.C. Melewar, Sibel Akel
Journal: Corporate Communications: An International Journal
ISSN: 1356-3289
Year: 2005 Volume: 10 Issue: 1 Page: 41 - 57
DOI: 10.1108/13563280510578196
Abstract: Purpose – This paper analyses the strategic intent behind the University of Warwick's corporate identity (CI) programme by using the four components of the corporate identity model developed by Melewar and Jenkins.
Design/methodology/approach – Information gathered from the interview with Ian Rowley, Director of Communication at the University of Warwick, is presented in support of the arguments. In addition, the paper refers to two further documents: “University of Warwick: Reputation Audit” and “The Corporate Identity Guide”.
Findings – Warwick's new CI is the reflection of the new management strategy which is the move from a decentralised towards a more centralised management style. In this respect the changes at Warwick represent not a one-dimensional perspective to CI but rather the first step of an evolving CI programme.
Originality/value – Application of the Melewar and Jenkins identity model in the context of a higher education sector.Further info via link to Article.

Title: Corporate identity in Slovenia
Author(s): Klement Podnar
Journal: Corporate Communications: An International Journal
ISSN: 1356-3289
Year: 2005 Volume: 10 Issue: 1 Page: 69 - 82
DOI: 10.1108/13563280510578213
Abstract: Purpose – The purpose of the study was to find out about: significance and understanding of corporate identity, its elements and CI management in Slovenian companies/Slovenian and international companies with exemplary and successful corporate identity and their characteristics.
Design/methodology/approach – A survey was conducted among the most successful Slovenian companies (by income and by profit). A total of 44 people, from 36 companies, who are responsible for managing corporate identity were interviewed.
Findings – The main finding is that managing corporate identity is of great importance for company success. Although there is no general definition of corporate identity at theoretical level, the understanding of corporate identity is quite homogeneous – the most common definition according to the research is: corporate identity is a mix of characteristics that organization possesses as a subject. Successful managing of corporate identity, has many positive effects on company's acceptation in a role of subject in the society.
Research limitations/implications – Future research in determining the influence of the chairman and his personality as well as the board and employees' personality on corporate identity would be important. It is recommended that in future, in similar studies, an even larger sample is included and the thought of comparing future studies with the present study should not be excluded.
Practical implications – The main practical implication of this paper is to raise the awareness of how important the local culture is when dealing with corporate identity management.
Originality/value – A brief literature review of Slovenian authors from the corporate identity field has been made and presented on an international level for the first time. Also, the empirical research on the question of how managers in Slovenian companies understand and manage corporate identity in their organizations is new. The main contribution is that results acquired in Slovenia can be partly compared with other similar researches in the EU.Further info via link to Article.

Title: Managing corporate identity: an integrative framework of dimensions and determinants
Author(s): Joep P. Cornelissen, Wim J.L. Elving
Journal: Corporate Communications: An International Journal
ISSN: 1356-3289
Year: 2003 Volume: 8 Issue: 2 Page: 114 - 120
DOI: 10.1108/1356328031047553
Abstract: Although there has been an enduring interest in corporate identity and image management, there is relatively little systematic empirical research on the topic. Largely due to the diffuse interpretations and dubious denotation that have characterized the subject of corporate identity so far, the authors present an integrative conceptual framework of dimensions and determinants of corporate identity management. This framework and its constructs specify the concept of corporate identity and can be used on a predictive basis to guide, frame and model empirical research into this area. Further info via link to Article.

Title: Corporate reputation: seeking a definition
Author(s): Manto Gotsi, Alan M. Wilson
Journal: Corporate Communications: An International Journal
ISSN: 1356-3289
Year: 2001 Volume: 6 Issue: 1 Page: 24 - 30
Abstract: This article reviews different viewpoints in the marketing literature in an attempt to clearly define the concept of corporate reputation and identify its relationship with corporate image. Definitions offered for the term corporate reputation by marketing academics and practitioners are therefore merged into two dominant schools of thought. These include the analogous school of thought, which views corporate reputation as synonymous with corporate image, and the differentiated school of thought, which considers the terms to be different and, according to the majority of the authors, interrelated. This article argues that on balance, the weight of literature suggests that there is a dynamic, bilateral relationship between a firm’s corporate reputations and its projected corporate images. Future research is therefore encouraged to explore how corporate reputations influence and are influenced by all the ways in which the company projects its images: its behaviour, communication and symbolism.Further info via link to Article.

Title: Corporate reputation versus corporate branding: the realist debate
Author(s): David Bickerton
Journal: Corporate Communications: An International Journal
ISSN: 1356-3289
Year: 2000 Volume: 5 Issue: 1 Page: 42 - 48
DOI: 10.1108/13563280010317578
Abstract: Studies in the fields of marketing and corporate identity are at a crossroads. Changes in the structure of organisations and their operating environments have led to the emergence of the concept of corporate branding and possibly even the development of a new domain of management science. This paper traces the development of brand thinking from both a marketing (customer market) perspective and a multi-disciplinary (organisation) perspective. Argues that the current transitional period is, in fact, caused by a congruence of thinking in these two fields and that much of the current debate has stemmed from their alternative starting points; a “top down” organisational perspective versus a “bottom up” customer market perspective. Adopts a realist perspective to build a conceptual framework that combines elements of both approaches and describes the application of this framework and a new marketing model to an initial pilot study.Further info via link to Article.

Title: Corporate identity: external reality or internal fit?
Author(s): Olivia Kiriakidou, Lynne J. Millward
Journal: Corporate Communications: An International Journal
ISSN: 1356-3289
Year: 2000 Volume: 5 Issue: 1 Page: 49 - 58
DOI: 10.1108/13563280010317587
Abstract: Examines the impact of corporate identity management on the employees’ attitudes towards the organization, as well as their willingness to accept its premises in the way they conduct organizational business. Argues that this knowledge is critical to our understanding of how external relations can be systematically managed via the employee. Presents a framework which outlines the perceived actual-ideal identity fit seen as critical to the way in which corporate identity is interpreted and enacted by employees. Case study material is provided from within a telecommunications company, to illustrate that the effective management of corporate identity requires that it is perceived to be consistent with, and representative of, actual organizational reality. Further info via link to Article.

International Journal of Bank Marketing (Various editions)

Title: Corporate identity and private banking: a review and case study
Author(s): John M.T. Balmer, Snorre Stotvig
Journal: International Journal of Bank Marketing
ISSN: 0265-2323
Year: 1997 Volume: 15 Issue: 5 Page: 169 - 184
DOI: 10.1108/02652329710175370
Abstract: Provides an introduction to corporate identity management; gives an overview of the private banking sector both in the UK and overseas and, using a case study focusing on the private bankers Adam and Co., describes the elements forming that bank’s corporate identity. These elements were history; key incidents; and service quality. The latter was found to be the most likely contributor to that bank’s identity. Argues that bank managers, in addition to asking the questions What is our business?, and what is our image? , should ask, What is our identity?Further info via link to Article.

Title: Corporate and generic identities: lessons from the Co-operative Bank
Author(s): Adrian Wilkinson, John M.T. Balmer
Journal: International Journal of Bank Marketing
ISSN: 0265-2323
Year: 1996 Volume: 14 Issue: 4 Page: 22 - 35
DOI: 10.1108/02652329610119292
Abstract: In recent years corporate identity has become a fashionable and much talked about, if little understood, management process. Provides a brief overview of the literature on corporate identity and discusses the importance of corporate identity in UK banking. Examines the historical evolution of the Co-operative Bank’s identity and its attempts to position itself within the context of two generic identities; that of the Co-operative Movement and the generic identity of the banking industry. Argues that the Co-operative Bank has achieved differentiation by drawing on the philosophy of the Co-operative Movement - a generic identity - in order to position itself within the generic identity of the banking industry. Senior managers having responsibility for an organization’s corporate brand might usefully contemplate on Balmer’s assertion that organizations, in examining their past sometimes find their future. Further info via link to Article.

Industrial and Commercial Training (Journal)

Title: Corporate identity and corporate communications: creating a competitive advantage
Author(s): John M.T. Balmer, Edmund R. Gray
Journal: Industrial and Commercial Training
ISSN: 0019-7858
Year: 2000 Volume: 32 Issue: 7 Page: 256 - 262
DOI: 10.1108/00197850010379811
Abstract: Recent environmental trends are forcing senior managers to give greater import to corporate identity and corporate communications. They are discovering that conventional methods of redressing identity problems are becoming progressively less effective because, in our opinion, the traditional focus has viewed corporate identity and corporate communications as functional rather than as strategic. We suggest a much broadened view that looks at corporate communications as a three-part system process – primary, secondary, and tertiary. In many companies these three are out of balance. Primary communication should present a positive image of the company and set the stage for a strong reputation. Secondary communication should be designed to support and reinforce primary communication. Tertiary communications should be positive and result in a superior reputation if the other two stages of corporate communication are properly conceived. The authors postulate that senior managers who implement this can invest their organisation with a competitive advantage. Further info via link to Article.

Marketing Intelligence and Planning (Journal)

Title: Leveraging corporate identity in the digital age
Author(s): T.C. Melewar, Abhijit Navalekar
Journal: Marketing Intelligence & Planning
ISSN: 0263-4503
Year: 2002 Volume: 20 Issue: 2 Page: 96 - 103
DOI: 10.1108/02634500210418518
Abstract: The emergence of the Internet has completely revolutionised industries and has restructured their value chains. Traditional “bricks and mortar” businesses are facing the prospects of losing their competitive advantage owing to the emergence of new competitors in the “new economy”. The regulatory changes in the financial services industry and the explosion in the use of the Internet for e-commerce have given rise to unforeseen competitors in the banking industry – the “non-bank” financial services providers and the “pure” Internet banks. These competitors are not restrained by the high costs of the branch infrastructure and as a result are able to differentiate on the basis of offering high interest rates. These players are fast and flexible. In spite of being newcomers, they have the potential to grow and recast the rules of the banking industry. Yet, incumbent banks still have the strongest sustainable competitive advantage: their corporate identity. Managers in the “new and old economy” must realise that corporate identity is an important strategic element that should be considered in the need to differentiate.Further info via link to Article.

Benchmarking: An International Journal

Title: Benchmarking brand management in the creative industry
Author(s): Constantine Andriopoulos, Manto Gotsi
Journal: Benchmarking: An International Journal
ISSN: 1463-5771
Year: 2000 Volume: 7 Issue: 5 Page: 360 - 372
DOI: 10.1108/14635770010359900
Abstract: This paper identifies benchmarks in relation to brand management practices in the creative industry. Based on the findings of three case studies we propose an empirical framework explaining the interrelationships among five employee management practices, individual/team creativity and corporate brand building. We conclude that creative organisations need to recognise their employees’ creative output as their key asset towards successful brand building and hence should aim to provide their employees with the appropriate environment for enhancing creativity in their work.Further info via link to Article.

Management Decision (Journal)

Title: Determinants of organisational creativity: a literature review
Author(s): Constantine Andriopoulos
Journal: Management Decision
ISSN: 0025-1747
Year: 2001 Volume: 39 Issue: 10 Page: 834 - 841
DOI: 10.1108/00251740110402328
Abstract: In today’s competitive business environment, global competition forces companies to perpetually seek ways of improving their products/services. Organisations increasingly aspire to become more creative and capitalise on the benefits of creativity, and perceive the development of conditions that encourage creativity within their working environment as a long-term process rather than a quick fix to their current problems. While the capability of an organisation to become more creative must start at the level of the individual, individual creativity in itself is not enough. A vital, often ignored component of creativity is the creativity that occurs at the organisational level. This paper reviews writings in an attempt to clearly identify the factors that influence organisational creativity and hence that need to be taken into consideration when managing creativity in organisational settings. The literature review summarises five key factors that affect organisational creativity, namely organisational climate, leadership style, organisational culture, resources and skills and the structure and systems of an organisation. Further info via link to Article.

Title: Corporate reputation management: “living the brand”
Author(s): Manto Gotsi, Alan Wilson
Journal: Management Decision
ISSN: 0025-1747
Year: 2001 Volume: 39 Issue: 2 Page: 99 - 104
DOI: 10.1108/EUM0000000005415
Abstract: It is recognised that an organization’s corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder. However, the means by which employees can be directed or encouraged to “live the brand” is an area which has received relatively limited coverage. This article explores the management actions that are required if employees are to support and enhance the organization’s corporate reputation. The study illustrates the pivotal role of staff in the corporate reputation management process and presents ways through which organizations can encourage commitment, enthusiasm and consistent staff behaviour in delivering the brand values.Further info via link to Article.

Title: Enhancing organisational creativity: the process of perpetual challenging
Author(s): Constantine Andriopoulos, Andy Lowe
Journal: Management Decision
ISSN: 0025-1747
Year: 2000 Volume: 38 Issue: 10 Page: 734 - 742
DOI: 10.1108/00251740010379768
Abstract: Pressures have increased for both profit and non-profit organisations to become “innovative organisations”. This study has revealed the grounded theory of perpetual challenging as a process for enhancing organisational creativity. Perpetual challenging refers to the ways through which creative organisations enhance their employees’ internal drive to perceive every project as a new creative challenge so that their individual contribution is maximised and an innovative solution can arise. Perpetual challenging has four sub-core variables, namely adventuring, overt confronting, portfolioing and opportunising. A grounded theory approach was used in order to conceptualise the behaviour of employees under investigation. The perpetual challenging process has implications for both academics and practitioners since it explains how creative organisations should develop chaotic situations in their workplace environment to enhance the intellectual capital within the organisation, which will yield the competencies and capabilities for improved performance.Further info via link to Article.

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