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

Abstract

PURPOSE – 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. DESIGN/METHODOLOGY/APPROACH – The paper draws on key literature relating to CI, CB and CR. FINDINGS – The paper develops a framework that explains and aligns the drivers of CB and CR. ORIGINALITY/VALUE – 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.