Corporate Identity Case Study

1906 Words8 Pages
Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations reconciliation and integration. European Journal of Marketing, 46(7-8), 1048-1063. doi:10.1108/03090561211230197
Discuss the organizations elements that make up the corporate identity. Evaluate the cause of exploited opportunities and mitigate threats, which lead to the company’s reputation and over a period of time. Strong company image is difficult to imitate by owning skills and specific to evaluate corporate brands and reputations. Discuss the stakeholder’s position within the organization over a period of time. Organizational image maintains a number of reputations centered on the stakeholders concerns and develops a perception.

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The organization’s reputation is costly, difficulty in sustaining product differentiation, maintain customer loyalty, , customer loyalty is stagnant or declining, and transparent policies on corporate social responsibility and ethical behavior.

Kowalczyk, S. J., & Pawlish, M. J. (2002). Corporate branding through external perception of organizational culture. Corporate Reputation Review, 5(2), 159-174. Retrieved from
Provides and gives an understanding of the organizations reputation through interpersonal communication leading to the perceptual judgment of a company's past actions. Definition of corporate reputation is defined as the overall evaluation in which a company is held by its employees. The branding efforts to shape the identity of the organization leads to the distinctiveness of the organizations internal and external audiences. The audiences are encouraged to perceive and judge the direction in which the organization is leaning towards.

Lauge, B. R. (2002). Identity building in organisations: Proactive capability development. AI & Society, 16(4), 377-394.
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Corporate branding is viewed as the conscious decision by senior management to educate its employees on the attributes of the organization’s identity. Discusses and evaluates the normative and social approaches to corporate branding.

O'Donovan, G. (2007). The corporate culture handbook: How to plan, implement and measure a successful culture change programme. Development and Learning in Organizations: An International Journal, 22(1) doi:10.1108/dlo.2008.08122aae.001
Highlight how to organize change from the conception of the vision through the implementation of the process and measurement of success. Understand the “Together we win!” and “If I can do it you can, too” concept. Build confidence among employees for implementing and managing culture change. Evaluates the five questions about their organization:’ Why are we in business?, Who are we?, What do we stand for?, Where are we going? How will we get there?

Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465-476.
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