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),
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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
No 3, 1991. , pp. 26-27. JSTor. JSTOR.
If a brand has a good reputation, customers and businesses, are more likely to purchase that brand. Examples include logos and packaging. (B2B and B2C Similarities and Differences , n.d.) These need to capture the attention of their customers because businesses have competition and therefore need to stand out.
What is Identities Under Siege: Lori A. Saffin describe it as Violence Against Transpersons of Color, which, result in victims being murdered and being imprisoned, which is mostly, trans women of color that have the greatest chance of coming in contact with systems of oppression (162). Some communities are racist and homophobic and often do not want trans women of color in their communities, which is a concern because their gender nonconformity keep them from getting gainful employment or education and make them a target for violence. There is also a risk of transpersons of Color coming in contact with different sexual diseases, rape, robbery and physical threats, because of the economic or the communities that they had to live in. In the black communities they are not looking at it as prejudices but as a survival skill for the black race (167). The LGBT and the African American have strong similaries with the long struggle for equality.
The Short and Tragic Life of Robert Peace- A Correspondence to Cross ' Adolescent Racial Identity Development Model (1971) Brittany Serkus Georgian Court University The Short and Tragic Life of Robert Peace This unforgettable New York Times bestseller, The Short and Tragic Life of Robert Peace, invigorates its audience through a nonfiction story about America 's widening social divide. A biography was written by a Yale roommate, Jeff Hobbs, this story starts off by detailing the streets of Newark, the city where Robert Peace sought family, friends, and belonging- the same city where past relatives grew up, and several generations passed on. The Short and Tragic Life of Robert Peace isn 't just about Robert Peace.
Reinhold Niebuhr quoted "Man 's capacity for justice makes democracy possible, but man 's inclination to injustice makes democracy necessary. " In this story, we have recited the story of an English policeman in India. How the subjects of the crown are made fun of, laughed at, and even looked down upon by the Indian people. The dominant storyline is his duty of investigating the elephant and the damage it has created.
It emphasizes the customer relationship by activating all biological drives and makes the customers to identify with mission and values of the brand and of the program. The member even perceives the program as a part of who they are as
Identity speaks of who we are as individuals but it also comes from two different groups: social and cultural. These groups are connected to power, values and ideology. Social identities are related to how we interact with people and how we present ourselves. Meanwhile cultural identities relate to society in whole such as religion, values, etc. In this paper I will talk about the dominant and subordinate identities.
Logos is the most useful device for influencing an audience to agree with a claim. Although ethos and pathos contribute to a persuasive argument, logos are the most important. logos, and logical and scientific reasoning are two of the few ways to limit the amount of counter arguments. Logos is the only form of persuasion that moves the audience on the basis of truth. It is the most relatable method of communication to an audience and offers specific facts and examples.
Sheryl Lubin Anthropology 106 Mr Reyes 12/04/2015 The Corporation The documentary The Corporation directed by Mark Achbar, Jennifer Abbott and Joel Bakan shows the influence of corporations in today’s society.
1. The movie I have selected for the identity analysis assignment will be the Breakfast Club (1986). The movie is about five teenagers who are from different groups in high school cliques; the popular girl (Claire), the loner (Allison), the athlete (Andrew), the nerd Brain) and the outsider (Bender). They spend the Saturday in detention together.
America is often referred to as a melting pot. America is great, it is free, it is diverse. But then again, America is racist, it is prejudice and is full of racial tension. This is what people view America to be versus the reality of what it is when you are a minority. Growing up in America it is difficult to run from your ethnicity and your race.
2 LITERATURE REVIEW Several studies have been made on the branding of Institution especially, higher Institutions which includes Universities, Colleges and Business Schools. The importance of branding is well recognised in the branding literature. This chapter starts with a definition of key words in order to understand the terms of discussion and theoretical concepts relevant the research topic. The key words includes strategic positioning, brands, branding, business school, corporate branding, brand image and reputation and brand strategy, stakeholders.
I believe that identity crises happen more often during our modern era for three reasons. These three reasons are as follows: we are living longer lives than ever before; our roles are no longer clearly defined by our society, and the stresses in our lives are emotional and existential rather than physical. Firstly, as humans, we are living longer lives than those that came before us. As we age, our roles shift, often leaving gaps as we navigate the next stage of our lives. For example, it is common for people to work for a large portion of their lives.
Cultural identities are signalled by the involvement in commemorative events in the a particular environment, during these events established cultural identities have an opportunity to rekindle their cultural identities, as well as unite with members of their community (Samorava , Porter, & McDaniel, 2009, p. 166). Employee’s identities are very complex and they are greatly shaped by culture, and establishing cultural identity is very important giving the various ways of doing it, one of the most important being language, accent, and how names are called, reflecting who the person is, and where they come from