Towards a definitive model of the corporate identity management process
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 1 December 1999
Abstract
Various writers have developed conceptual models of corporate image formation and corporate identity management. These models reflect the way in which corporate identity and corporate image have been conceptualised over the past three decades. This paper explores the significance of the various models as a rich foundation for the conceptual thinking on corporate identity, and draws from these models a more definitive model of the corporate identity management process. The model developed reflects current thinking, which places greater emphasis on organizational culture, corporate strategy, corporate communication and integrated communication. The implications for managers and consultants are discussed. A significant implication for both is that the increase in complexity of the model indicates that more variables need to be systematically taken into account when planning a corporate identity program.
Keywords
Citation
Stuart, H. (1999), "Towards a definitive model of the corporate identity management process", Corporate Communications: An International Journal, Vol. 4 No. 4, pp. 200-207. https://doi.org/10.1108/13563289910299328
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited