Developing a corporate image model

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Authors

Van Heerden, Cornelius Hendrik, 1957-
Van Heerden, Neels, 1957-

Journal Title

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Publisher

Faculty of Economic and Management Sciences, University of Pretoria

Abstract

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.

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Keywords

Visual cues, Modelling, Marketing assets, Literature, Employee behaviour, Customer services, Corporate personality, Corporate logos, Corporate images, Corporate Image Model, Corporate identity, Behavioural cues, Communication, Business

Sustainable Development Goals

Citation

Van Heerden, CH 1999, 'Developing a corporate image model', South African Journal of Economic and Management Sciences, vol. 2, no. 3, pp. 492-508. [http://www.journals.co.za/ej/ejour_ecoman.html]