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A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public.The corporate identity is typically visualized by branding and with the use of trademarks, [1] but it can also include things like product design, advertising, public relations etc. Corporate identity is a primary goal of corporate communication, aiming to ...
Organizational identity is a field of study in organizational theory, that seeks the answer to the question: "who are we as an organization?" [ 1 ] [ 2 ] The concept was first defined by Albert and Whetten (1985) and later updated and clarified by Whetten (2006),
Aaker is the creator of the Aaker Model, a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations. [11] The model outlines the necessity of developing a brand identity, which is a unique set of brand associations representing what the brand stands for and offers to customers an aspiring brand image.
Social identity theory has combined the cognitive elements of OI described above with affective and evaluative components. For example, emotional attachment, feelings of pride, and other positive emotions that are derived from organizational membership have been incorporated in the operationalization of OI.
Although brand identity is a fundamental asset to a brand's equity, the worth of a brand's identity would become obsolete without ongoing brand communication. [91] Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . [ 82 ]
For example, variables such as brand image, brand personality, brand attitude, brand preference are nodes within a network that describes the sources of brand-self congruity. In another example, the variables brand recognition and brand recall form a linked network that describes the consumer's brand awareness or brand knowledge. [43]
In marketing, corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services.The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader.
Much like the growing use of institutional theory in marketing, we also find more use of institutional logics in marketing. For example, Eritmur and Coskuner-Balli examined the conflicting institutional logics of the yoga market, highlighting the coexistence of the fitness, commercial, spiritual, and medical logic. [ 16 ]