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.
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 ...
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 ...
Van Heerden, Cornelius Hendrik, 1957-; Van Heerden, Neels, 1957-(Faculty of Economic and Management Sciences, University of Pretoria, 1999-09)
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 ...