Corporate identity Approaches -
November 3rd, 2011
There are two approaches for Identity, respectively Corporate Identity and Organizational Identity.
"Corporate identity is the reality and uniqueness of an organization, which is integrally related to its external and internal image and reputation through corporate communication" (Gray and Balmer, 1998)
"Organizational Identity comprises those characteristics of an organization that its members believe are central, distinctive and enduring. That is, organizational identity consists of those attributes that members feel are fundamental to (central) and uniquely descriptive of (distinctive) the organization and that persist within the organization over time (enduring)". (Pratt and Foreman, 2000)
Four types of identity can be distinguished (Balmer, 1997; Balmer and Wilson, 1998 ):
Perceived identity: The collection of attributes that are seen as typical for the ‘continuity, centrality and uniqueness’ of the organization in the eyes of its members.
Projected identity: The self presentations of the organization’s attributes manifested in the implicit and explicit signals which the organization broadcasts to internal and external target audiences through communications and symbols.
Desired identity (also called ‘ideal’ identity): The idealized picture that top managers hold of what the organization could evolve into under their leadership.
Applied identity: The signals that an organization broadcasts both consciously and unconsciously through behaviors and initiatives at all levels within the organization.