Corporate branding, identity and communications: A contemporary perspective
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We are delighted that the double Special Issue in Volume 14 of this Journal has attracted an exceptional number of submissions. The papers received have passed through a rigorous two-stage reviewing process, which led to the selection of the relatively small number of papers that have progressed to publication stage. The issues of corporate branding, identity and communication have generated much interest among scholars and business leaders in recent years. Academics have focused on the issues surrounding the definition of these concepts and their respective parameters. Business leaders’ interest in the subject has increased as the function of the firm has evolved from the finite task of selling products, to the more complex task of projecting a positive identity to the multiplicity of its stakeholders. Recent global scandals that resulted in the demise of Enron, WorldCom and Parmalat have triggered an increase in interest in corporate branding, identity and communication. Business leaders are starting to pay more attention to how the identity of a corporation reflects how the company operates within the wider context of a global community. Corporations are making a stronger effort to improve their stance in relation to the environment, governance, social responsibility, humanitarianism and safety. An interesting and exciting phenomenon has occurred in the field of
corporate identity. This area of academic research has been adopted by scholars from areas such as marketing, organisational studies, psychology, sociology, communication and strategy. The field has been enriched by a wide and diverse academic coverage that has inspired and provoked our thinking and increased its level of interest. But the diversity of academic approaches complicates matters as new concepts, constructs and frameworks are being introduced and added onto a highly challenging research area. The field is in the process of evolving from a complicated set of concepts to a more complex and structured body of knowledge. The papers in this Special Issue are authored by academics and practitioners from diverse research origins and from different international perspectives: In the first paper, Hulberg presents an extensive literature review from the sociological perspective. He reflects on the different opinions and approaches to corporate branding. He discusses how participants of a corporate branding process will have different perceptions of organisations, which will in turn affect the nature of the brand. The second paper by Papasolomou and Vrontis is a qualitative analysis of internal marketing of corporate branding in the banking industry. Banks have adopted internal marketing because they have come to realise that their employees represent a valuable resource for building and promoting the corporate brand and its differentiation. Employees have a powerful
© 2006 PALGRAVE MACMILLAN LTD 1350-23IX $30.00 BRAND MANAGEMENT VOL. 14, NOS. 1/2, 1–4 SEPTEMBER–NOVEMBER 2006
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impact on consumer perception of
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