Corporate Identity Theory

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CHAPTER 2
LITERATURE REVIEW
2.1 Corporate Identity Theory
Corporate identity theory proponents argue that there is need for consistency in identity (Leitch and Motion, 1999), to both internal and external public. Therefore the need to establish reliability and it is by maintaining the identity. At the same time we have witnessed institutions rebrand in order to reach out to their customers/ public in the most effective way. This is based on may be changes in the scope of market, leadership, products or services being provided. Good examples in Kenya include, National Bank of Kenya, Kenya Power, Kenya Television Network (KTN), K24, Nation Fm- from Easy Fm which previously was Nation Fm, British American Insurance to Britam etc.

Olins (1989), …show more content…

An organization that offers services like SPU, seeks to establish relationship marketing. In such a context the institution can either get good or bad reputation. The bad comes with cost as good brings benefits. Any organization craves to ensure that they get a fair/better share from the market pie. As a result they establish their brand (Lancaster et …show more content…

In the struggle, we find SPU. By definition of the study; corporate identity this is the portrayal of an organization to their publics. In the case of my study the public’s are the internal stakeholders. For uniqueness of an organization, their identity must be so clear that it becomes the yardstick against which its products, behavior and actions are measured. In that, everything that the organization does must be an affirmation of its identity.
Corporate identity theory proponents argue that there is need for consistency in identity (Leitch and Motion, 1999), to both internal and external public. Therefore the need to establish reliability and it is by maintaining the identity. At the same time we have witnessed institutions rebrand in order to reach out to their customers/ public in the most effective way. This is based on may be changes in the scope of market, leadership, products or services being provided. Good examples in Kenya include, National Bank of Kenya, Kenya Power, Kenya Television Network (KTN), K24, Nation Fm- from Easy Fm which previously was Nation Fm, British American Insurance to Britam

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