Essay on Corporate Identity
Joana César Machado
Paulo de Lencastre
Universidade Católica Portuguesa
Instituto Superior de Ciências do Trabalho e da Empresa
The creation of strong corporate identity, including identity signs, is crucial for companies to encourage positive attitudes in its different target publics (Dowling, 1993; Van Riel & Balmer, 1997), and may provide an important competitive advantage (Simões, Dibb & Fisk, 2005). The corporate name and logo are two essential components of the corporate identity construct, …show more content…
Through this research we want to understand how consumers react to changes in corporate identity signs (namely, name and logo), in the context of a brand merger (see Figure 1 ).
The approach to this model implies two studies. The first one’s aim is the definition of a typology of corporate identities structures that may be adopted in the case of brand mergers, and the second one will analyse consumers’ perceptions of each one of the alternatives available.
Considering previous research, the present study models three perceptions of the brand identity signs that appear to be consistently important: recognition, ability to evoke positive affect and ability to elicit a common set of associations (Henderson e Cote, 1998 and 2003; Janiszewski e Meyvis, 2001; Klink, 2001 e 2003; Kohli et al. .2005; Schechter, 1993; Stafford et al, 2004).
Recognition is the most desirable memory effect for the identity signs, since most companies use their company name with their logo (Henderson e Cote, 2003). Furthermore, since we need to use fictional scenarios involving real brands, recognition is a more suitable dependent variable when compared to recall. The identity signs recognition can have two dimensions: correct recognition and false recognition. False recognition occurs when people believe they have seen the brand