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5 Cards in this Set
- Front
- Back
- 3rd side (hint)
Definition |
"Corporate identity is the self-presentation of an organisation through behaviour, communication and symbols" (adapted from Van Rekom, Van Riel and Wierenga 1991) |
self-presentation behaviour |
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Uniformity |
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use of one identity conveying size of org unitary whole |
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Endorsement |
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own identities parent company background strong influence management endorsing subsidiaries |
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Variety |
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own identities no evident connection parent company multitude of brands financial assets |
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Case study: Barloworld |
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corporate brand create value generate trust |