Corporate Identity, Corporate Branding And Corporate Reputations : Reconciliation And Integration

The corporate identity is not merely the “the most important reason or purpose for someone or somethings existence.” (Webster, 1828) Paul Verbinnen coined the phrase as “intrinsic identity.” (Doorley & Garcia, 2015) The intrinsic identity of a company is what the company stands for and what they wish to portray to the public about themselves. If the company has a good idea of what the corporation’s intrinsic identity is, they can build on their performance, behaviour and communication and therefore increase their reputation.

Amujo, O. C., & Otubanjo, O. (2010). The informal corporate identity communication process. Corporate Reputation Review, 13(3), 157-171. doi:10.1057/crr.2010.18

A corporation’s reputation will weigh heavily on the overall performance of the company as the various stakeholders will interact or transact purchases from the company base on their reputation. Essentially the reputation will determine the flow of business for the company. Customers and/or clients will prefer a company with a positive reputation and will likely remain loyal to the company. The company will also have a competitive advantage with a positive

As a consumer, do you consider a corporation’s reputation before consuming their product? How often do you choose a product based on the corporation’s values and social responsibility? A corporation’s reputation is the overall estimation in which it is held by its internal and external stakeholders based on its past actions and probability of its future behavior (Harrison). The world economy is far more interconnected than it used to be and global corporations, especially, have more competition than ever before. Meanwhile, the internet and new technologies have democratized thought leadership and reputation, giving millions of consumers a voice in a corporation’s reputation and brand (Doorley, Garcia 2011). A company 's reputation and

Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011). In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, especially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands. Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially

When consumers hear the word personal branding, they will automatically associated personal branding with corporate branding (Gail (2010), When a company has established a good reputation and have endurance longevity, customers will keep that company on their mind and not concern with a particular product.  For

As Fombrun and van Riel (2004) have proved, favourable reputations of brands bring higher financial returns. Accordingly, perceptions of trust, memories,

A company’s reputation is based on their decisions, the effect of their decisions, and the employees of the company. If a company takes pride in ethical business, they will benefit from a good reputation. More

In doing things better the next time and in accordance to campaign assessments, organizations are safeguarding their reputations. Reputation is a core asset of an organization and creates barriers to competitive threats (Schreiber, 2011). Established reputations hinder competitive mobility and deliver returns to organizations because they are difficult to emulate (Schreiber, 2011). A solid reputation evokes that the products and/or services offered by the organization are of higher quality (Carmeli & Tisler, 2005) and that the firm is

With personal branding becoming a huge success in today’s generation, many students have taken their chances and have stood up for themselves by showcasing their names as a brand. Many of today’s youth have also showcased their personalities on various social media sites and media platforms. One such user is me, I have made many accounts on social media apps such as WhatsApp, Facebook, Snapchat, Instagram, etc. I have created an identity that will help me evolve into a better person, I really feel like the mainstream audience should pay more attention to middle class kids as we all are the same and deserve equal respect. Having an identity puts you in a new place within civilization, this is important to note because it means that you are different from others and might have the potential to do something that could make people remember who you are. These social media sites have had a great influence on me and maybe many others. Using the benefits these companies have provided I looked for ways where I could step up my game and tell the world that a person named Harshpreet Singh exists. Some things I do that separates me from the others is how I always work hard to improve my vocabulary and make it as diverse as possible. Another reason that makes me stand out is the way I approach others, people around the globe should feel the honesty one is trying to showcase and I believe that this is the way everyone should communicate in order to win others hearts. I speak two

In an increasingly disintermediated information world, keeping a decent corporate reputation is more challenging than ever. The speed knowledge of spreads and our greater access to a wider media means "big bad news" easily gets to your phone in the space of your homeward journey (Grossman). Even though this is a nonprofit organization, it is run like a corporation. Just like a corporation, this organization has to keep up its image. Image management and finical performance have been closely related. Reputation is conceptualized by means of a two-dimensional

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

The dynamics of the brand reputation helped build better businesses, and the role of the brand which consider as a barometer of value has sustained growth.

Corporate image is under attack. After recent reports of accounting fraud, executive misconduct, and other questionable activities in corporate America the consumers have lost faith. To manage this loss of faith companies must rebuild consumer sentiment. To accomplish this, reputation management needs to be reassessed. The Harris-Fombrun Reputation Quotient assists in corporate image management by providing companies with an established approach to measure reputation and corporate image. Reputation is measured through: emotional appeal, products and services, financial performance, social responsibility, workplace environment, and vision and leadership. According to Harris Interactive, “your stakeholders’ reputation is

This marriage between marketing theory and organizational theory has sparked an interest in image, identity, and reputation management. Each of theses three concepts offers a unique perspective on different aspects of organizational perception, but each concept also influences the other. It is the goal of this paper to examine the concepts and how they relate to the sport management field. First, key ideas in each of the three concepts will be explored and their relationship to sport. Next, the interrelationships between the concepts will be examined. Finally, the strengths and weakness of image, identity, and reputation literature will be considered in addition to suggestions for future research.