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Corporate Brand And Corporate Identity: Some Food For Thought

Author

Listed:
  • Popy Rufaidah

    (Department of Management and Business, Faculty of Economy, Padjadjaran University)

  • Mohammed A. Razzaque

    (University of New South Wales)

  • Allan Walpole

    (University of New South Wales)

Abstract

Although the concept of corporate identity (CI) has been of interest to marketing practitioners for the last three decades, only recently has it attracted the serious attention of marketing academics such as Dacin and Brown (2002) who have defined CI as “…..those intended characteristics of an organization that decision-makers and marketers within the group choose to promote to their internal and external constituents” (p.254). However, there appears to be little attempt in the literature to explore an organisations’ CI in relation to its Corporate Identity Structure (CIS). Corporations use CI to distinguish themselves from their competitors focusing primarily on aspects that are distinctive and enduring. It provides the primary points of differentiation and as such can be critical to the success of companies (Melewar and Jenkins 2002). Particularly, the role of CI in service industries poses a greater challenge primarily because of the four unique characteristics, i.e. intangibility, inseparability of production and consumption, heterogeneity and perishability - that distinguish services from goods (Zeithaml et al. 1996, Gronroos 1990, Clemes et al. 2000). Most of the literature on CI deals with manufacturing companies and the role that CI plays in the production of tangible products. While stakeholders in a manufacturing company can directly perceive the identity of the organisation through the product offered due to lack of objective and measurable attributes in evaluating the identity of the firm, those in a service organisation must select some tangible extrinsic cues and attributes to form their judgements. This paper attempts to address the managers’ perceptions of CIS in the service industries and how their perceptions influence CI of an organisation.

Suggested Citation

  • Popy Rufaidah & Mohammed A. Razzaque & Allan Walpole, 2003. "Corporate Brand And Corporate Identity: Some Food For Thought," Working Papers in Business, Management and Finance 200303, Department of Management and Business, Padjadjaran University, revised Mar 2003.
  • Handle: RePEc:unp:wpaman:200303
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    File URL: http://lp3e.fe.unpad.ac.id/wpaman/200303.pdf
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    References listed on IDEAS

    as
    1. Popy Rufaidah, 2002. "Corporate Identity Management: The Comparison Between Verbal (Strategic Management, Marketing and Communication Schools and Visual (Design Schools) Models," Working Papers in Business, Management and Finance 200202, Department of Management and Business, Padjadjaran University, revised Jun 2002.
    2. Scott Morton, Michael, 1995. "Emerging organizational forms: Work and organization in the 21st century," European Management Journal, Elsevier, vol. 13(4), pages 339-345, December.
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    Cited by:

    1. Popy Rufaidah & Mohammed A. Razzaque & Allan Walpole, 2003. "The Impact of Corporate Identity Structure on Corporate Identity Building: A Framework for Further Research," Working Papers in Business, Management and Finance 200301, Department of Management and Business, Padjadjaran University, revised Jan 2003.

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    Keywords

    Management;

    JEL classification:

    • G0 - Financial Economics - - General

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