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Corporate identity, corporate branding and corporate reputations: Reconciliation and integration

Russell Abratt (Huizenga School of Business and Entrepreneurship, Nova Southeastern University and Wits Business School, University of the Witwatersrand, Fort Lauderdale, Florida, USA)
Nicola Kleyn (Gordon Institute of Business Science, University of Pretoria, Pretoria, South Africa)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 20 July 2012




The main purpose of this paper is to explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that reflects the dimensions of these constructs, discriminates between them and represents their inter‐relatedness.


The paper draws on key literature relating to CI, CB and CR.


The paper develops a framework that explains and aligns the drivers of CB and CR.

Practical implications

Managers will be able to use the framework to help them align and optimise brand and reputation building efforts of their organisation. Academics will be able to use the framework as a basis for empirical research.


The article reconciles disparate views from a number of theoretical streams that have investigated CI, CB and CR and develops a comprehensive framework that shows that although the management and measurement of the constructs may overlap, the constructs themselves are not interchangeable.



Abratt, R. and Kleyn, N. (2012), "Corporate identity, corporate branding and corporate reputations: Reconciliation and integration", European Journal of Marketing, Vol. 46 No. 7/8, pp. 1048-1063.



Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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