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Seven dimensions of corporate identity: A categorisation from the practitioners' perspectives

T.C. Melewar (Brunel Business School, Brunel University, London, UK)
Elif Karaosmanoglu (Istanbul Technical University, Istanbul, Turkey)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 July 2006

Abstract

Purpose

This paper investigates what organisations perceive as the essential components of corporate identity concept and their contents. It proposes an operational definition of corporate identity on the basis of the practitioners' views.

Design/methodology/approach

The information was gathered through 32 in‐depth interviews with managers from different organisations (mainly multinational companies) and an analysis of corporate literature and web sites. The initial analysis is based on a multidisciplinary categorisation developed by the first author, which facilitated the systematic analysis of a wide range of components (e.g. corporate communication, corporate design, corporate culture etc.) associated with corporate identity.

Findings

The study shows that there is a considerable divergence in opinions concerning the fundamental components of corporate identity among practitioners. Most interviewees heavily associated identity with the areas of corporate design, communication, behaviour and strategy whereas there was no unanimous agreement as to whether or not corporate culture was a product or determinant of corporate identity.

Research limitations/implications

Developing sub‐items and their measures for each dimension presented in the proposed definition and examining the possible relationships between them might be the further step. Also additional empirical research which considers consequences of corporate identity management in relation to company performance indicators could enhance overall understanding of the concept.

Practical implications

Senior company management can use the categorisation discussed in this paper as a starting point for development of corporate identity management strategies.

Originality/value

Recategorisation of Melewar's corporate identity dimensions, which help define corporate identity concept in measurable terms.

Keywords

Citation

Melewar, T.C. and Karaosmanoglu, E. (2006), "Seven dimensions of corporate identity: A categorisation from the practitioners' perspectives", European Journal of Marketing, Vol. 40 No. 7/8, pp. 846-869. https://doi.org/10.1108/03090560610670025

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited