European Journal of Marketing: Volume 31 Issue 5/6

Corporate identity: the concept, its measurement and management

Cees B.M. van Riel, John M.T. Balmer

Articulates the main trends in the literature on corporate identity; defines corporate identity; explains the rationale for corporate identity management and describes the main…

Relations between organizational culture, identity and image

Mary Jo Hatch, Majken Schultz

Addresses the relationship between organizational culture, identity and image. Argues that contemporary organizations need to define their corporate identity as a bridge between…

Visual identity: trappings or substance?

Michael J. Baker, John M.T. Balmer

Describes the initiation and development of a corporate identity/visual identity programme, using a major UK university as a case study. Concludes that assessing a visual identity…

Understanding corporate identity: the French school of thought

Bertrand Moingeon, Bernard Ramanantsoa

Since the 1970s, French researchers have elaborated a theoretical framework built around the concept of organizational identity. This theoretical framework integrates concepts…

Towards a framework for managing corporate identity

Nigel Markwick, Chris Fill

Notes how the value of developing corporate identity (CI), as a means of encouraging an organization's key stakeholders to perceive the corporate entity in a clear and positive…

Deriving an operational measure of corporate identity

Johan van Rekom

Highlights the role corporate identity plays in corporate communication. Based on the work of Albert and Whetten derives three criteria to guide management decisions on corporate…