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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

Uniformity
  • Whole company, its subsidiaries and brands use one identity
  • model generally applied in two situations
  • subsidiaries with certain autonomy portrayed with same identity to convey size of org
  • subsidiaries operated + portrayed as parts of a unitary whole + are strongly interlinked
  • subsidiaries are partly or wholly managed by parent company
  • ie corporate branding of Barloworld

use of one identity


conveying size of org


unitary whole

Endorsement
  • Subsidiaries have own identities, but parent company’s identity present in background
  • This model generally applied when parent company has strong influence over management + operation of subsidiaries
  • Internal stakeholders aware of this relationship, but not evident to external stakeholders
  • limited evidence of link between subsidiary and parent company
  • established primarily to endorse subsidiary by association with parent company
  • ie endorsed branding of Barloworld

own identities


parent company


background


strong influence


management


endorsing subsidiaries

Variety
  • subsidiaries have own identities
  • no evident connection with one another or parent company
  • Companies, their service + products presented as multitude of brands with different identities
  • Model applied where subsidiaries viewed primarily as financial assets
  • little managerial involvement by the parent company

own identities


no evident connection


parent company


multitude of brands


financial assets

Case study: Barloworld
  • focus on the corporate brand - centralized functions - global representation
  • create value for all stakeholders NOT a value for one stakeholder at the expense of another
  • generate trust in org's structure at all levels
  • application of corporate logo standardized
  • 4 ways: corporate branding, company branding, endorsed branding + exceptional endorsed

corporate brand


create value


generate trust