Understanding the meaning of corporate identity: a conceptual and semiological approach
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 16 October 2007
Abstract
Purpose
The purpose of this paper is to attempt to examine how corporate identity (one of the elements of Balmer's 6Cs of corporate marketing) could be better understood, whilst also addressing how the deconstruction of one of the other elements (i.e. communications: corporate advertising) could provide deeper insight into what corporate identity truly means.
Design/methodology/approach
This paper examines various theoretical approaches which have compartmentalised the meaning of corporate identity. It also highlights how these compartments interrelate. The paper introduces the semiotic method and illustrates how this method could deconstruct firms' perception of corporate identity.
Findings
Two conceptual models and a semiotic method process were contributed. The first model reveals three main constructs of corporate identity, namely symbolism, behaviour, and corporate communications, and the second model reveals the corporate personality construct. The semiotic method reveals the positioning of corporate identity as a corporate personality construct.
Originality/value
This paper provides a better understanding of the meaning of corporate identity by developing two conceptual models and a semiotic method. The conceptual models provide an analysis of how various theoretical approaches which have compartmentalised the meaning of corporate identity interrelate. The semiotic method provides a stage‐by‐stage process of how a firm's perception of corporate identity is deconstructed. The conceptual models and the semiotic method give a better understanding of the meaning of corporate identity.
Keywords
Citation
Olutayo Otubanjo, B. and Melewar, T.C. (2007), "Understanding the meaning of corporate identity: a conceptual and semiological approach", Corporate Communications: An International Journal, Vol. 12 No. 4, pp. 414-432. https://doi.org/10.1108/13563280710832542
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited