TY  - JOUR
AB  - Recent environmental trends are forcing senior managers to give greater import to corporate identity and corporate communications. They are discovering that conventional methods of redressing identity problems are becoming progressively less effective because, in our opinion, the traditional focus has viewed corporate identity and corporate communications as functional rather than as strategic. We suggest a much broadened view that looks at corporate communications as a three‐part system process – primary, secondary, and tertiary. In many companies these three are out of balance. Primary communication should present a positive image of the company and set the stage for a strong reputation. Secondary communication should be designed to support and reinforce primary communication. Tertiarycommunications should be positive and result in a superior reputation if the other two stages of corporate communication are properly conceived. The authors postulate that senior managers who implement this can invest their organisation with a competitive advantage.
VL  - 32
IS  - 7
SN  - 0019-7858
DO  - 10.1108/00197850010379811
UR  - https://doi.org/10.1108/00197850010379811
AU  - Balmer John M.T.
AU  - Gray Edmund R.
PY  - 2000
Y1  - 2000/01/01
TI  - Corporate identityand corporate communications: creating a competitive advantage
T2  - Industrial and Commercial Training
PB  - MCB UP Ltd
SP  - 256
EP  - 262
Y2  - 2024/04/18
ER  -