Abstract
From the basic wholesaler on the corner of your street to the strong multinational chocolate factory Ferrero, every organization has its own identity. According to Van Riel and Balmer (1997), identity presents the company's competitive advantage by putting forward its individuality regarding its values, aims and ethics. In a world of political, economical and legal instability and where social, technological and environmental changes occur, identity changes seem necessary to adapt to these aspects. Yet the major factor affecting corporate adjustment is social in nature. The attitudes, values and expectations of external actors (customers, investors, suppliers or distributors) change incessantly and corporations must acknowledge their vital role. Sustainability and profitability are two issues subsequent to environmental changes which particularly motivate companies to revise their corporate identity.
Extract
[...] With the rise of mergers and acquisitions in the sector, corporate identity must be taken care to develop a consistent and unique image for disparate entities. Gray (2010) considers that international expansion is an issue to corporate identity. Values change around the world, and colors, words, symbols have a diverse meaning around the world, to which companies have to adapt. When a company considers diversification of its activity, on an international scale or even domestically, it must also consider revising its identity, seeing that a geographically dispersed business may project different and sometimes contrary images. [...]
[...] In conclusion, Topalian (1984) declares that a business must have a clear idea of its essence and its values to communicate effectively and convey the right image. Corporate identity changes are often subsequent to organizational changes within a company, or an adaptation to external pressures, but the main motive undeniably considers the raise of profit. Read more: Corporate Identity http://www.referenceforbusiness.com/encyclopedia/Con-Cos/Corporate-Identity.html#ixzz16cAQk2th STEWART K. (1991) "Corporate identity: A strategic marketing issue" International Journal of Bank Marketing, pp 32-39 ANSPACH, R.R. (1983), "Shaping Your Bank's Corporate Identity", Bank Marketing, October, pp. [...]
[...] Sustainability and profitability are two issues subsequent to environmental changes which particularly motivate companies to revise their corporate identity. According to Stewart (1991), corporate identity changes are a strategic operation organizations carry out. The company must have a clear vision of its missions and objectives to transmit the right information to customers. Corporate identity (including name, logo and advertising style) underlies corporate image, a projected message the targeted audience perceives. A change in just name or logo does not occur efficiently when there is no consistent change in the organization. [...]
[...] 20-30. TOPALIAN, A. (1984), "Corporate Identity: Beyond the Visual Overstatements", International Journal of Advertising, Vol pp. 55-62. VAN RIEL, C.B.M. and BALMER, J.M.T. (1997), "Corporate identity: the concept, its measurement and management", European Journal of Marketing, pp. 433-49. [...]
[...] Nowadays, managing corporate identity has been placed at a level of strategic importance as a consequence of abrupt changes in the business world, images becoming erroneous and reputation deteriorating. Whether or not there is a need to change name, logo or advertising style depends on the impact of strategic decisions on corporate identity. Anspach (1983) lists eight motives that generate identity change: growth, geographic expansion, diversification of products, mergers and acquisitions, changing of product mix, seeking larger market share, confusion in the understanding of the organization and making any basic competitive move. [...]
