Corporate Identity: the Concept, Its Measurement and Management

corporal individualism element the concept, its measurement and management by van Riel, Cees B. M. and John M. T. Balmer (1997) tries to illuminate the complex concept of corporeal identity. The authors review three main developments in the topic that are graphic design epitome, integrated communication paradigm and interdisciplinary paradigm.The article also describes corporate identity management and unlike methods that can be used to reveal the actual corporate identity such as laddering technique and the Rotterdam Organizational Identification Test. However, according to the authors, the chore in establishing the desired corporate identity is that available methods were developed for the spot of product brands rather than the corporate brand.The authors conclude that a favorable corporate identity is one of an organizations most important assets and for that tenableness is worthy of constant management attention. I think a spacious example of how important the corporat e identity is for the overall organizational succeeder is the Muzak case in Argentis book Chapter 4. In 1997 the family was so insecure about its own identity that its bank line cards and trucks often looked more like the vendors identities than its own.Feature article aboutProduction heedAlso the brand looked different in every region and level(p) between franchisees and sales offices. The company was losing cash, had horrible corporate culture and oppose driveth. Developing a unifying symbol for the company (that went on everything from business cards to trade shows and sales materials) and bringing Muzaks brand means to a new level, helped the company to restore its confidence, to change public perception, to grow financially and to attract both new clients and new talented employees.I think that the case illustrates how an appropriate or outdated corporate identity can damage firms financial performance and companys success. Thus, management should not overlook the impo rtance of the corporate identity but rather learn how to shape and manage companys identity and differentiate the company through it.