Corporate Identity Modelling: A Review and Presentation of a New Multi-dimensional Model

Jean Suvatjis · Leslie de Chernatony

39 citations0/0 files storedJournal of Marketing Management

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Corporate Identity and Reputation Management and Organizational Studies Organizational Strategy and Culture

Abstract

We put forward the six station model of corporate identity. This is done by reviewing the corporate identity literature to appreciate the limitations of existing models. Ten criteria are suggested as important for robust models. Based on this, the six station model is presented. To gauge its usefulness and managerial applicability 28 depth interviews were conducted with corporate identity consultants and business managers. The model was regarded as useful and has managerial applicability, albeit business managers would prefer more training and systems to use the model.

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References

1994Qualitative Data Analysis: An Expanded Sourcebook 1984Content Analysis: An Introduction to its Methodology.1997Relations between organizational culture, identity and image 1999Interviewing for Social Scientists 2001Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog 2001Corporate branding and corporate brand performance 2004Models and Managers: The Concept of a Decision Calculus 1997Corporate identity: the concept, its measurement and management

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2015Corporate identity management in the banking sector: effects on employees’ identification, identity attractiveness, and job satisfaction 2006Assessing the corporate brand: The Unique Corporate Association Valence (UCAV) approach

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