A survey of current literature and corporate identity manuals may create the
impression that corporate identity consists solely of visual identity cues. In this
paper the view is explored that corporate identity consists of both visual and
behavioural cues. Most
corporations strive towards a positive corporate image.
This can be attained only by taking into account also such aspects as customer
service and employee behaviour, and not just creating attractive buildings,
uniforms, logos and slogans. An analysis of selected literature and the results of
four independent studies are reported to support the proposal of a Corporate
Image Model that needs further research and refinement.
Van Heerden, Neels, 1957-; Van Heerden, Cornelius Hendrik, 1957-(Department of Visual Arts, University of Pretoria, 1994-12)
Identifies factors crucial to the constitution of the corporate image of South African banking institutions. Tests the level of recognition of eleven bank logos and slogans, as well as the perceptions created by them among ...
Steyn, Benita(Southern African Communication Association, 2002-12)
The aim of this research is to provide a meta-theoretical framework for the conceptualisation of the role of the corporate communication strategist. The latter has previously been conceptualised by the author as a role at ...
Bezuidenhout, Louise; Van Heerden, Cornelius Hendrik, 1957-; Van Heerden, Neels, 1957-(Southern African Communication Association, 2003-07)
A communication task team appointed by the Government of South Africa in 1996 suggested that there should be one corporate identity for the government. A problem resulting from this suggestion was what this unitary corporate ...