Publicação
A reflection on the domain and management of corporate identity
| Resumo: | To face increasingly dynamic environments and competition, organisations often resort to corporate level instruments and strategies in order to generate competitive advantage. Companies use instruments and/or corporate abilities such as corporate messages, corporate Identity (CI), corporate branding and corporate associations. CI is one possible route for establishing a corporate image among audiences. The management of CI is an instrument that facilitates corporate differentiation by establishing the unique features and singularity of an organisation. This paper focuses on the specification of the foundations of the Corporate Identity (CI) concept. Grounded on an interdisciplinary perspective, it further discusses aspects related to the management of CI. In particular, the study derives from the literature main dimensions that corporate identity may entail and dissects some of its managerial facets. |
|---|---|
| Autores principais: | Simões, Cláudia |
| Assunto: | Corporate marketing Corporate identity Corporate identity management Interdisciplinary research Marketing corporativo Identidade corporativa Gestão da identidade corporativa Investigação interdisciplinar |
| Ano: | 2009 |
| País: | Portugal |
| Tipo de documento: | working paper |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | Universidade do Minho |
| Idioma: | inglês |
| Origem: | RepositóriUM - Universidade do Minho |
| Resumo: | To face increasingly dynamic environments and competition, organisations often resort to corporate level instruments and strategies in order to generate competitive advantage. Companies use instruments and/or corporate abilities such as corporate messages, corporate Identity (CI), corporate branding and corporate associations. CI is one possible route for establishing a corporate image among audiences. The management of CI is an instrument that facilitates corporate differentiation by establishing the unique features and singularity of an organisation. This paper focuses on the specification of the foundations of the Corporate Identity (CI) concept. Grounded on an interdisciplinary perspective, it further discusses aspects related to the management of CI. In particular, the study derives from the literature main dimensions that corporate identity may entail and dissects some of its managerial facets. |
|---|