Corporate Identity: the Concept, Its Measurement and Management

Corporate individuality the concept, its measurement and management by van Riel, Cees B. M. and John M. T. Balmer (1997) tries to clarify the complex concept of corporate identity. The authors retread three main developments in the topic that are graphic design mental image, integrated communication paradigm and interdisciplinary paradigm.The article also describes corporate identity management and various methods that can be utilize to reveal the actual corporate identity such as laddering technique and the Rotterdam Organizational Identification Test. However, gibe to the authors, the problem in establishing the desired corporate identity is that available methods were developed for the positioning of product brands or else than the corporate brand.The authors conclude that a favorable corporate identity is one of an organizations well-nigh important assets and for that reason is worthy of constant management attention. I speak up a great manakin of how important the corp orate identity is for the overall organizational success is the Muzak case in Argentis allow Chapter 4. In 1997 the association was so insecure about its own identity that its business cards and trucks a great deal looked more like the vendors identities than its own.Feature article aboutProduction ManagementAlso the brand looked distinguishable in every region and even between franchisees and sales offices. The company was losing cash, had horrible corporate finis and negative growth. Developing a unifying symbol for the company (that went on everything from business cards to trade shows and sales materials) and bringing Muzaks brand message to a new level, helped the company to restore its confidence, to dislodge public perception, to grow financially and to attract both new clients and new talented employees.I think that the case illustrates how an appropriate or outdated corporate identity can damage firms financial performance and companys success. Thus, management shoul d not overlook the importance of the corporate identity but rather learn how to shape and manage companys identity and differentiate the company through it.