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.
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 ...
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 ...