Corporate identity: The concept, its measurement and management

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

‘Brands in Higher Education ; Challenges and Potential Strategies’

This study explores the challenges of university branding and the qualities that make university branding different from commercial branding in terms of cultural issues, branding concepts and frameworks and brands architecture. The literature about branding in the university sector is described and viewed in the context of exploratory interviews with fifty five university managers. The results present the differences between university and commercial brandings as well as culture, brand concepts and brand architecture,. The study was conducted in UK universities, but similar issues in many other countries means that the results are comparable internationally. Overall, the findings presented in this research offer a valuable contribution to our understanding of the complexities of higher education branding

How do i know who you think you are? A review of research methods on organizational identity

The notion of organizational identity was introduced in management studies in 1985. In the following 25 years, a vibrant debate about how to conceptualize organizational identities and related themes (multiple identities, identity change, interrelations between identity, image and culture) does not seem to have corresponded to explicit reflections about specific methodological issues. In this paper, the authors inductively review research methods adopted by studies of organizational identity published in top-level journals, with the purpose of deriving insights about the current status of research practices, uncovering their often tacit ontological and epistemological assumptions, and stimulating discussion about their possible evolution

The nature of corporate identity An explanatory study undertaken within BBC Scotland

In 2 vols.Available from British Library Document Supply Centre-DSC:DX195987 / BLDSC - British Library Document Supply CentreSIGLEGBUnited Kingdo

The role of corporate brand image for B2B relationships of logistics service providers in China

This study examines the strategic significance of B2B corporate brand image of global logistics corporate brand providers in China offering international express parcel/postage delivery services. Drawing on dual-process theory the research revealed the processing of industrial corporate brand image by managers corresponds to System 1 processing (immediate, effortless and non-conscious), and the conceptualization of corporate brand attributes equates to System 2 processing (considered, deliberate and cerebral). Notably, corporate brand managers accorded greater importance to industrial corporate brand image and to System 1 processing. It was also found that a positive industrial corporate brand image of a logistics brand had a favorable impact apropos premium pricing and brand retention. As such, the research reveals the impact of corporate brand image in the selection of industrial corporate brands by managers is more complicated and nuanced and than has hitherto been realized

Unveiling front-line employees’ brand construal types during corporate brand promise delivery: A multi-study analysis

Marshalling empirical insights from three empirical studies, this work unveils the heterogeneous nature of front-line employees’ (FLEs) corporate brand construals. Our insights contest corporate brand perspectives that assume employees respond to internal branding initiatives in a homogeneous manner. In Study 1, four types of FLEs’ corporate brand construals are identified (i.e. brand enthusiasts, brand conformists, brand deviants, brand skeptics). Study 2a develops and validates the measurement scales of these four types. Through a Bayesian SEM approach, Study 2b reveals the existence of multifaceted cognitive and affective FLEs’ responses to corporate branding initiatives. Our findings substantiate the significance of the social identity theory to both corporate/internal branding by revealing the link between corporate brand construal and corporate brand identification. In instrumental terms, this typology explains variations in FLEs’ corporate brand promise delivery and renders practitioners more equipped to implement corporate branding initiatives. © 2021 Elsevier Inc