Letter from the Editors
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Volume 3 Number 3
Letter from the Editors We are pleased to present this third issue of Volume 3. These articles represent a crosssection of dialogue, research and analysis with valuable input into our continuing search for understanding of the identity and the reputation of organizations. INDUSTRY SURVEY In the industry survey we present this time a study by the British authors Melewar, Saunders and Balmer. In their study they review the well-known visual identity classification system of Olins (monolithic, endorsed and branded corporate identity). First, they examine the reasons why some companies opt for a monolithic Corporate Visual Identity System (CVIS) and others for a branded type of corporate identity. The authors have tested this typology among UK firms operating in Malaysia. This resulted in the finding that a company with a well-known and accepted corporate name is more likely to use the standardized or monolithic visual structure in the UK and Malaysia. ACADEMIC RESEARCH Three articles made it through the peer review process and are featured in this issue. The first is by Barbara Czarniawska (Gothenburg Research Institute, Sweden) and explores which images symbolize ‘the European capital’. She relies on material garnered from studies of city management in Warsaw. The results show that the guiding image of a ‘European capital’ in Warsaw is that of the European capital city at the turn of the 20th century, whereas the guiding image in Stockholm is that of ‘European big city at the turn of the 21st century’. Rome aspires to become once more one of the ‘leading capitals in
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Europe’. It also appears that ‘universal models’ are nevertheless locally assembled. The second academic paper to make it through the review process is by Anat Rafaeli (Technion — Israel’s Institute of Technology, Technion City). The author considers employment advertisements as an organizational attempt to advance an image under routine (rather than crisis) conditions. The study involves qualitative and inductive analyses of a large sample of employment ads for various organizations and different occupations in different parts of the world. The author provides us with a three-stage process which is necessary to create a positive image among target constituents. The first stage consists of attracting attention, the second stage includes presenting a positive organizational identity and the final stage implies validating this identity. The third paper in the academic session of this issue of CRR is a research note by emeritus professor Dennis Bromley, at the University of Liverpool in the United Kingdom. In spite of the importance of corporate identity, image and reputation, the literature is, in his view, not consistent in the way these terms are defined and used. Bromley examines the problems language creates for the study of these three concepts. He relies on qualitative research studies about corporate identity, image and reputation and finds that persons and organizations are known and described in terms of the attributes
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