Abstract
This study aims to explain the understanding that has been made about Corporate Identity, because it’s common to find divergent views about it. Our purpose is to provide knowledge about Corporate Identity, often mistaken with other related concepts. The paper is based on literature reviews, establishing an analysis of developments on this specific topic over time. It highlights and discusses important points previously reported in the literature. The novelty of this type of paper consists in the relation established between different views and by its conclusions concerning to definitions. The brand is positioned as cultural interface between the business and the stakeholders. The results of this paper are to make a clear distinction between Corporate Identity, Corporate Visual Identity, Brand and Corporate Image. It also establishes a connection between culture, values, mission and Corporate Identity, explaining how these concepts are in the geneses of the brand personality.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Abratt, R.: A new approach to the corporate image management process. J. Mark. Manag. 5(1), 63–76 (1989)
Chaves, N.: La Imagen Corporativa Teoria e metodología de la identificación institucional. Gustavo Gili S.A, Barcelona (1988)
van Riel, C.B., Balmer, J.M.: Corporate identity: the concept, its measurement and management. Eur. J. Mark. 31(5/6), 340–355 (1997)
Balmer, J.M.: Corporate branding and connoisseurship. J. Gen. Manag. 21(1), 24–46 (1995)
Olins, W.: Corporate Identity. Thames & Hudson, London (1989)
Newman, W.H.: Basic objectives which shape the character of a company. J. Bus. 26, 211–223 (1953)
Davies, G., Chun, R., da Silva, R.V.: Corporate Reputation Competitiveness. Routledge, New York (2002)
Hefting, P.: In search for an identity: so obvious yet so complex. In: Publishing, V. (ed.) The Image of a Company: Manual for Corporate Identity, pp. 13–38. Architecture Design and Thecnology, London (1990)
Vilar, E.: Imagem da Banca: Análise empírica de determinantes e efeitos. Instituto Superior de Ciências do Trabalho e da Empresa, Lisboa (2004)
Costa, J.: La imagen de empresa. Métodos de comunicación integral. Ibérico-Europea de Ediciones, Madrid (1977)
Finn, A.: The price of corporate vanity. Harvard Bus. Rev. 39(4), 135–143 (1961)
Bernstein, D.: Company Image and Reality A Critique of Corporate Communications. Holt, Rinehart & Winston Ltd., Eastbourne (1986)
Tajada, L.: La auditoria de la imagen de empresa: métodos y técnicas de estudio de la imagen. Editorial Sintesis, Madrid (2008)
Villafañe, J.: Imagen positiva: Gestión estratégica de la imagen de las empresas. Ed. Pirámide, Madrid (1993)
Kapferer, J.-N.: The New Strategic Brand Management. Creating and Sustaining Brand Equity Long Term. Kogan Page Limited, London (2008)
Costa, J.: La Imagen de Marca. Paidós Diseño, Barcelona (2004)
Olins, W.: The Corporate Personality: An Inquiry into the Nature of Corporate Identity. Mayflower Books, New York (1978)
Aaker, J.L.: Dimensions of brand personality. J. Mark. Res. XXXIV, 347–356 (1997)
Martins, J.: A Natureza Emocional da Marca: Como escolher a imagem que fortalece a sua marca. Negócio Editora, São Paulo (1999)
Davis, S.M., Dum, M.: Building the Brand Driven Business. Jossey Bass, San Francisco (2002)
Keller, K., Richey, K.: The importance of corporate brand personality traits to a successful 21st century business. J. Brand Manag. 14(1/2), 74–81 (2006)
Azoulay, A., Kapferer, J.: Do brand personality scales really measure brand personality? J. Brand Manag. 11(2), 143–155 (2003)
Raposo, D.: Design de Identidade e Imagem Corporativa. Edições IPCB, Castelo Branco (2008)
Raposo, D.: La letra como signo de Identidad Visual Corporativa: Codificación y Decoficación del Sistema de Identidad (2012)
Zimmermann, Y.: Zimmermann Asociados. Gustavo Gilli, S.A., Barcelona (1993)
Solas, J.G.: Identidad Visual Corporativa: La imagen de nuestro tiempo. Editorial Sintesis, Madrid (2004)
Kennedy, S.H.: Nurturing Corporate Images: total communication or ego trip? Eur. J. Mark. 11(3), 119–164 (1977)
Dowling, G.R.: Developing your company image into a corporate asset. Long Range Plan. 26(2), 101–109 (1993)
Vilar, E.: Imagem da organização. Quimera Editores, Lisboa (2006)
Styles, C., Ambler, T.: Brand management. In: Crainer, S. (ed.) Financial Times Handbook of Management, pp. 581–593. Pitman, London (1995)
American Marketing Association: Marketing Definitions: A Glossary of Marketing Terms. AMA, Chicago (1960)
Aaker, D.: Managing Brand Equity. Free Press, New York (1991)
Medić, M., Medić, I., Pancić, M.: Mark vs. brand—term and controversies. J. Interdiscip. Manag. Res. 5, 147–154 (2009)
Davis, M.: More than a Name: An Introduction to Branding. Ava Academia, Lausanne (2005)
Feldwick, P.: Defining a brand. In: Cowley, D. (ed.) Understanding Brands: By 10 People Who Do, pp. 19–28. Kogan Page, London (1991)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG
About this paper
Cite this paper
Raposo, D., da Silva, F.M., Neves, J., Silva, J. (2018). Clarifying the Concept of Corporate Identity: From a Collective Vision to Cultural Interface. In: Rebelo, F., Soares, M. (eds) Advances in Ergonomics in Design. AHFE 2017. Advances in Intelligent Systems and Computing, vol 588. Springer, Cham. https://doi.org/10.1007/978-3-319-60582-1_60
Download citation
DOI: https://doi.org/10.1007/978-3-319-60582-1_60
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-60581-4
Online ISBN: 978-3-319-60582-1
eBook Packages: EngineeringEngineering (R0)