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Adding new dimensions to corporate identity management and corporate communication: Exploring the sensory perspective
Abstract
Corporate visual identity plays a dominant role in the corporate identity and corporate image literature and is a key factor in conveying the identity of an organisation. In contrast, non-visual cues have been widely ignored by academics so far. This paper aims to expand the restricted visual concept by taking a holistic perspective incorporating all sensory stimuli based on the various ways of human perception. In detail, the five human senses (i.e. seeing, hearing, smelling, tasting and touching) are considered as the basic framework for a more holistic construct. This paper presents a broad literature review that examines existing research on all five sensory dimensions. The review clearly shows that even though other sensory dimensions can have significant effects, apart from visual identity, research in the corporate identity and corporate image area on sensory dimensions such as scent and sound is rare. Consequently, this paper proposes the construct of corporate sensory identity. The proposed construct incorporates all five sensory dimensions in a consistent way which reflects all senses by which an organisation can convey its identity to all of its internal and external stakeholders.
... Mindful of the work of Balmer (1998Balmer ( , 2001 and Bartholmé & Melewar, (2009 multimodal and multi-sensory corporate identity systems refer to the importance accorded to the integration of diverse implementation manifestation such as design, communication, behavior (multi-modal) and the importance given to and the amalgamation of the senses that is sight, sound, scent, taste, touch (multi-sensory) by which an organization's identity manifests vis-à-vis internal and external stakeholders. ...
... In terms of management processes and orientations underpinning the successful enactment of the multi-sensory dimension of corporate identity, an examination of the corporate heritage identity found an absence of empirical work on the area and limited empirical work in relation to corporate identity in general (van den Bartholmé & Melewar, 2009. ...
... Significantly, corporate identity scholars have, for some time now, acknowledged how manifestations of corporate identities are invariably multi-modal and multi-sensory in nature (Balmer, 1998, 2001, Bartholmé & Melewar, 2009. ...
This article advances the theoretical and instrumental understanding of corporate heritage identities. This exploratory, empirical study focuses on both the nature and the relevance of corporate heritage identity as employed by managers for corporate identity management purposes. The research is undertaken within Britain's oldest brewery – one of the oldest corporate entities in Great Britain with a provenance spanning many centuries – and utilizes a qualitative and theory building case study. The research reveals two classes of management responsibilities vis-à-vis corporate heritage identity management, namely corporate heritage management activities and corporate heritage implementation strategies, which follow a particular corporate heritage identity implementation pattern identified. A normative framework synthesizes and marshals the findings. The empirical study provides insight into corporate heritage identity management and is potentially useful to both scholars and practitioners. This study advances the nascent area of corporate heritage identity management by providing empirical and theoretical insight into the salience and strategic relevance of corporate heritage identity as a resource for corporate marketing. The article provides a normative framework of actionable categories of activities related to the management and implementation of substantive corporate heritage identity dimensions.
... (2) the experiential and sensory aspects of marketing and branding (e.g. Bartholme and Melewar, 2011Melewar, , 2009Brakus et al. 2009;Charles et al. 2014;Gustafsson 2015;Hulten 2011;Krishna 2012;Patterson and Larsen 2019;Pine and Gillmore 1999;Ponsonby-Mccabe and Boyle 2006;Schmitt 2009Schmitt , 1999Scott and Uncles 2018;Stach 2019Stach , 2015Wiedmann et al. 2018); ...
ABSTRACT This conceptual paper explores and articulates the theoretical bases of (corporate) brand heritage design. It is conceptualised as the multifaceted actualisation of a (corporate) heritage brand's quality of omni-temporality and as a purposive instrumental creative act of translating it into material and ideational manifestations. These intended manifestations are said to imbue a brand with an "aura of heritage" affording a specific "heritage atmosphere" that enables consumers or other stakeholders to experience the heritage brand in a multi-modal and multi-sensory way. The paper argues that design is a relevant but often overlooked or taken-for-granted dimension of (corporate) brand heritage, which is not only of instrumental strategic efficacy but constitutive for (corporate) heritage brands and identities per se. Based on a reading of the extant literature a tentative theoretical framework is developed that may guide future conceptual and empirical work in the field of corporate and brand heritage scholarship. The framework is illustrated by selected case vignettes of (corporate) heritage brands. The findings suggest that corporate/brand heritage is actualised in and by design through an ongoing translation of the omni-temporal into the omnipresent via four interlinked dimensions. The paper advances extant scholarship in conceptual terms in that it shows the central significance of (corporate) brand heritage design for the pertinence of (corporate) brand heritage as a strategic resource for brand management.
... Our results show that high olfactory congruence with the brand image is far more than just an atmosphere factor and may play a significant role in helping to structure and give value to this image. It could be a means of enhancing the brand image (Bartholmé and Melewar, 2009) and complementing all other factors promoting the image (Van Riel and Balmer, 1997). It may be used to differentiate the brand in an increasingly competitive advantage in the market where the usual marketing mix is not sufficient. ...
Store managers tend to select odors based upon their pleasing nature without taking into account the notion of congruence between the odor and the brand image. Studies have explored the effects of odors, but little attention has been paid to olfactory congruence, and even less to olfactory congruence with the brand image. This study investigates the impact of olfactory congruence with the brand image upon consumers. The results show the positive effect of olfactory congruence upon spending, attitude, pleasure, arousal, and perception of the store atmosphere. In the strong olfactory congruence condition being tested, these reactions are more positive than in the weak congruence and control conditions.
... Adopting a somewhat broader vista, we argue that a better understanding of what we term corporate design heritage and its potential relevance seems timely and warranted due to the growing importance of corporate and organisational aesthetics and experiential marketing (e.g., Bartholmé & Melewar, 2009, 2011Brakus et al., 2009;Gagliardi, 1992;Lindström, 2005;Mazzalovo, 2012;Ponsonby-Mccabe and Boyle, 2006;Schmitt, 1999;Schmitt & Simonson, 1997). Our exploration of the conceptual (and empirical) link between corporate heritage and material design is consistent with the recent turn toward questions of aesthetic materiality (Hancock, xxxx;Carlile et al., 2013) as well as a growing concern for the temporality and historicity of organisational phenomena (Bucheli and Wadhwani, 2013;Rowlinson et al., 2014) within business and management studies in general. ...
The purpose of our paper is to explore the various manifestations of corporate heritage in and through the design of material artefacts and their implications for corporate brand and identity management. To this end, this paper discusses and articulates different dimensions of what we label corporate design heritage and postulates several theoretical and practical implications derived from an ongoing interpretive-qualitative multiple case study. In this paper we suggest that designed material artefacts constitute a relevant but often overlooked dimension of corporate heritage, which are not only of instrumental strategic efficacy in the present but constitutes a particular corporate design heritage. Our research shows that corporate design heritage can be critical for current corporate marketing practices, highlighting the relevance of past material artefacts and designs not only as symbolic representations of past strategic intent but more importantly as aestheticized manifestations of corporate heritage that influence and impact upon the strategic possibilities of corporate brand management in the present and future. Our study indicates that material design outcomes predicated on an organisation’s corporate design heritage manifest the tripartite timeframe of past, present and future in a tangible and experiential way.
... There are multiple, interdisciplinary insights into the notion of corporate identity and its management (Simões et al., 2005). The perspective related to graphic design and visual identity considers all forms of visual and physical presentation of the organization, such as corporate symbols (e.g., logos and signage) (Melewar & Saunders, 1999;Olins, 1991;Pilditch, 1970), and sensory dimensions (e.g., auditory and olfactory features) (Bartholmé & Melewar, 2009;. Organization studies examine members' feelings towards their organization (Dutton, Dukerich, & Harquail, 1994;Hatch, & Schultz, 1997), and articulate the notion of organizational identity as what is central (i.e., the character), enduring, and distinctive about an organization (Albert & Whetten, 1985). ...
This article addresses the nature of the interface between corporate sustainability and corporate identity at both the strategic and instrumental levels. We developed an empirical qualitative study in two countries in Southern Europe addressing retailers who are actively engaged in pursuing corporate-sustainability strategies. Data sources include in-depth interviews, observations, and physical artifacts of identity (digital and printed documents). Findings reveal that, at a strategic level, corporate sustainability is embedded in corporate identity reflecting the company’s strategy. Companies also instrumentally use corporate identity to operationalize corporate sustainability strategies. Organizations show different patterns in the way they bridge corporate sustainability and identity. The contributions of this article are threefold: it reports the symbiotic relationship between corporate sustainability and corporate identity; it scrutinizes how corporate sustainability and corporate identity are integrated at the strategic and operational levels; and it establishes distinct patterns at the interface of corporate sustainability and corporate identity.
... Brands, according to this view, are pieces of information, meanings, experiences, emotions, images, and intentions interconnected by neural links of varying strength. Lindstrom (2005) states that 99% of brand communication focuses on two sensessight and sound, but most brand studies are on visual, and sound studies are rare (Bartholme & Melewar, 2009). ...
Place branding is complex due to its interdisciplinary nature, the highly competitive market, diverse stakeholder needs, and its ability to influence national priorities. This paper looks at the role of visual and auditory branding signatures in forming place attachment within three groups of stakeholders (nationals, expatriates, tourists). While research has focused on place consumers from either tourism or government perspectives, there is a need to take an interdisciplinary lens to look at new methodologies to see how place brands can manage multiple stakeholders. This paper presents new methodology for place brand studies called causal layered analysis. From a scholarly point of view, the paper presents a unique methodology in destination branding studies that aligns multiple stakeholder views yet still roots visual and auditory signatures of stakeholder perception of the nation's brand through its heritage. The paper justifies the importance of story-telling and collecting multiple brand interpretations to create place attachment. The findings highlight the importance of resolving multiple stakeholder perspectives and the importance of the stories that can link various narratives that are important for nation branding and building, since common visuals have layered interpretations. While this study is qualitative in nature, the findings show that there is a need for more theory building in this field. From a practitioner's point of view, organizations can use the methodology for perception mapping to create a distinct place communication platform. This, in turn, can reinforce a place's identity based on both heritage and modernity.
... These properties bear great potential, and scent is slowly finding its way into marketing [5]. Its ability to form and draw upon strong bonds between memories and emotions has brought scent into the domain of in store corporate identity and marketing [2]. However, scent is essentially analogue and its use has remained limited in creating personalised and meaningful user experiences. ...
The sense of smell (olfaction) has been recognised as an important factor governing our emotions and memory. Nevertheless, it remains the most underexplored sense and is still a relatively new modality in the domain of marketing. While researchers have begun to explore the merits of olfaction as a powerful trigger of memories, its relation with emotions has been largely disregarded and its interplay with other modalities remains largely unknown. In this paper, we explore the use of scent for mobile user experiences and devices with a hardware tele-smell device "Scentee". We provide two examples of how Scentee has successfully been used in marketing campaigns.
... In particular, architecture is closely related to corporate visual identity (e.g. Melewar and Jenkins, 2002;Melewar and Karaosmanoglu, 2006) and corporate sensory identity (Bartholmé and Melewar, 2009) which in turn are key factors in conveying the identity of an organisation to internal and external stakeholders. Pioneers in corporate identity design include the Olivetti SpA typewriter manufacturer, founded in 1908 in Italy, and the AEG turbine factory, built circa 1909 in Germany ( Jorda-Albinana et al., 2009). ...
Purpose
– The purpose of this paper is to examine the contribution of corporate architecture to social value creation. It especially analyses the social effects of investments in experiential corporate architecture that have been carried out by Italian industrial companies.
Design/methodology/approach
– This study follows a qualitative approach. It is based on a survey and semi-structured in-depth interviews undertaken with six Italian industrial companies. The dimensions of the social-entrepreneurship model (innovativeness, proactiveness, risk management) proposed by Weerawardena and Sullivan Mort were chosen as a framework to investigate the social effects of investments in corporate architecture.
Findings
– The social effects of the innovativeness dimension are the integration of the company with the territory and development of sustainability. Proactiveness is related to improving the employees’ wellbeing in the workplace and the community’s quality of life. Risk management ensures the development of the local economic-social fabric.
Research limitations/implications
– This study combines social entrepreneurship and corporate architecture by highlighting the social effects of corporate architecture. Further, it proposes the structural embeddedness of the company in the territory of reference, a sense for beauty, and a sense of gift giving as further entrepreneurial traits that are generally not proposed in the social entrepreneurship literature.
Practical/implications
– The results of this study suggest that top management should consider: that investments in corporate architecture are a deliberate strategy of the company; that profits are not a purpose in and of themselves, but rather a means to achieve the social mission’s objectives; and the relationship with architects in terms of mutual involvement in order to understand corporate and local needs and effectively transform them into appropriate architectural solutions.
Social/implications
– Corporate architecture can help to solve a number of social problems, such as improving the community’s quality of life, providing employments opportunities, allowing the community to benefit from places of socialisation and aggregation, and offering facilities and services that support culture and encourage cultural exchange. Given that the social benefits are reciprocal, all stakeholders should financially support companies that invest in corporate architecture.
Originality/value
– To the knowledge, this is the first study to connect social entrepreneurship and corporate architecture. This research brings to light some Italian industrial companies that are investing in corporate architecture to create social value in the twenty-first century, after the pioneering investments of the Olivetti company.
... Other scholars (e.g. Bartholmé & Melewar, 2009;Melewar & Karaosmanoglu, 2006;Melewar, 2003;Melewar & Saunders, 1999;Balmer, 1998;van Riel & Balmer, 1997) have emphasized the multi-dimensions of the concept with a common understanding that CI defines "what an organization is," "what it stands for," "what it does," "how it does it" and "where it is going". To differentiate CI from brand identity and other closely-related concepts, it is important to recognize that the core ideas behind CI are based on: a) a firm's reality and corporate personality; and b) the presentation and expression of these personalities to stakeholders (Otubanjo, Amujo, Muzellec & Cornelius, 2009;Balmer, 1998). ...
Corporate websites offer hotels ample space and opportunity to express their identities to their stakeholders, but for lack of empirical research in this area, it is yet to be known the extent to which hotels utilize this platform for corporate identity (CI) communication. Aiming to fill this void, this study analyzed the website contents of 123 hotels in Hong Kong to determine the extent to which the hotels utilize their own websites to transmit information about their identities. The results indicated that CI elements relating to corporate design such as logo and slogan were commonly communicated by all the sampled hotels. However, CI information relating to corporate structure, strategy, culture, and behavior was communicated by less than 60% of the hotels. In addition, the findings demonstrated a relationship between CI communication and the type of hotel operation, with chain-affiliated hotels communicating more CI-related information than independent hotels. From a practical standpoint, these findings can be used to enrich the information contents of hotels’ websites so that the benefits of CI communication can be realized.
... Existing attempts of exploring various corporate identity dimensions have resulted in general corporate identity framework developed by Melewar & Jenkins (2002) and further improved by Melewar & Karaosmanoglu (2006) and Bartholme & Melewar (2009) that can be used for corporate identity analysis within the health care industry. Recommendations by Porter & Teisberg (2006) on general health care management improvement can be attributed to individual corporate identity dimension management in relation to communication and interaction between various hospital stakeholders. ...
The objective of the paper is to research the latest literature on the corporate identity concept, its definition and dimensions, and general strategic management framework in the context of health care industry enterprises – hospitals and private clinics. The novelty of the paper is bringing together the framework of corporate identity concept with available research on the management of the health care organizations. This paper brings together findings by both, corporate identity researchers (Melewar; Balmer) and internationally recognised corporate identity development practitioners (Olins), and reflects strategic management frameworks related to the health care industry and its identity (Porter & Teisberg; Champy & Greenspun). The research methodology employed is a literature review implemented through the content analysis of recent scientific publications on corporate identity and health care management topics from the largest research paper databases, books and scientific conference materials, and review of other relevant secondary research data.
... Alternative sensory communication referring to hearing, smelling, touching and tasting however has received less attention until now, even though some academics have argued that non-visual elements can play a vital role regarding the communication of corporate identity (CI) or corporate brands and the formation of corporate image. Drawing on a holistic sensory perspective, this paper focuses on the auditory dimension as one element of sensory identity (Bartholmé and Melewar 2009), following the definitions of corporate auditory identity (CAI) and corporate auditory identity management (CAIM) provided by Bartholmé and Melewar (2009, 62;2011, 95-96). ...
The paper aims to reduce existing gap and extent knowledge in Georgia by determining group of factors influencing brand`s loyalty . Investigation reveled that Georgian consumer actively consumes the different types of the foreign brands , but index of loyalty is not high. Majority of consumer `s in the process of buy -decisions pay attention on the brand's country of origin. Investigation argues that consumer attitude toward foreign brands facilitate motivation of entrepreneurs to promote local brands.
... In order to further our understanding of the many factors that influence brand perception and brand management, Bartholmé and Melewar (2009) have suggested that it is necessary to take into account the role that sensory information has in defining corporate and brand identity. As Schmitt (1999) suggests, experiences that take sensory and emotional components into account will be more effective at engaging the consumer. ...
Simple line segments and shapes convey emotional meaning, with rounder shapes being linked with positive emotions and generally preferred over more angular shapes. We assessed the hypothesis that brand components – specifically typeface and logo symbol – with similar scores on visual analogue scales (anchored by sound/shape symbolic stimuli) would be associated with a higher frequency of positive emotions. We also evaluated whether roundness or angularity were correlated with positively valenced emotions. Nine different brand logos were tested; each was separated into its logo symbol and typeface. Half of the 80 participants rated the logotype while the other half rated the logo symbol using a variety of shape symbolism scales. The participants were also asked to choose the emotions that they associated with each of the brands from a list of 20 emotions. Brand components that presented (dis-) similar scores in terms of the shape symbolism scales were coded as (in-) congruent. Those brands with more congruent scores also presented more positive as compared with negative emotions. These results support the view that more congruent design elements in brand logos can give rise to higher emotional engagement. They also help to explain the way in which consumers perceive brands.
Purpose
The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place.
Design/methodology/approach
Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and control), an experiment was conducted in a multi-service and hospitality space welcoming both local consumers and tourists ( N = 303).
Findings
The findings show that when the scent is perceived as congruent with the brand image, reactions in the store are more favourable. It is not enough to use a scent that “smells good” or that is congruent with other factors (e.g. sensory environment); the scent must be perceived by consumers as consistent with the brand image. Findings also reveal that the diffusion of a scent congruent with the brand image improves guest satisfaction, intention to revisit and perceptions of the product and service.
Research limitations/implications
The limitations are both the emphasis on direct links and the focus on a French brand (café/co-working space franchise). It would be appropriate to extend the research to other contexts.
Practical implications
The findings show how important it is for hospitality organisations to use scents to generate a positive impact on their guests. Hotel, restaurant and café managers wishing to enhance customer reactions through the creation of an olfactory atmosphere should take scent congruence with the brand image into consideration.
Originality/value
The study of the effects of the atmosphere on consumer behaviour as a function of olfactory congruence with the brand image uses in-situ experimentation (café/co-working and food and beverage area).
Purpose
This paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus of this study is on understanding how two hotels planned and executed their brand identity strategy simultaneously, differentiating one from the other and how employees actively participated in this process.
Design/methodology/approach
A longitudinal case study approach was adopted, centred on building the identity of two luxury hotels owned by a single company in Seoul, Korea. Various organizational documents were collected and analyzed to understand the brand identity of the hotels and how brand co-creation has been implemented. In addition, semi-structured in-depth interviews were conducted with 42 employees to understand the brand co-creation process from their perspective.
Findings
The brand co-creation process of the hotels was conducted simultaneously and evolved over the following four phases, with employees’ roles varying in each phase, namely, establishing a clear brand identity strategy; designing and selecting sensory identity; aligning organizational identity; and delivering brand identity through external communication. Employees that participated in brand co-creation enhanced their brand knowledge, developed emotional bonds with the brand and were motivated to deliver the brand identity. Furthermore, those that immersed themselves in the new brand identities were able to enable positive guest perceptions towards the brand image, which consequently enhanced employees’ pride in their work.
Research limitations/implications
This research advances the brand management literature in defining branding and brand identity elements, as well as emphasizing the importance of consistent branding. In addition, the current study expands the scope of internal branding, highlighting the process of brand co-creation and the role of employees as active participants. Moreover, it reveals that employees’ participation enhances not only their brand knowledge but also their emotional bonds with the brand. The proposed conceptual framework demonstrates the flow of branding elements, brand identity elements and the “infinite loop” of employee participation in brand co-creation.
Originality/value
The case study approach adopted here enables an in-depth investigation of employee participation in brand co-creation, including their different roles and activities in the process; a phenomenon that has not been adequately explored in previous research.
Purpose
The purpose of this paper is to conceptually and empirically explore and challenge the dogma of Corporate visual identity (CVI) consistency. The goal is to nuance the current polarized debate of consistency or no consistency.
Design/methodology/approach
A qualitative research strategy is employed in this paper. Specifically, the empirical work rests on an interview study with strategists from ten different CVI agencies. The interview transcripts are analyzed using template analysis.
Findings
In terms of findings, both empirical and conceptual arguments for and against CVI consistency are presented. Many of these arguments rest on conflicting assumptions of CVI communication, CVI authenticity and CVI management, which all influence the debate of CVI consistency.
Practical implications
CVI practitioners are presented with a more reflective approach to dealing with consistency and hands on examples for inspiration.
Originality/value
This paper offers alternative and more nuanced conceptualizations of CVI consistency. This includes seeing consistency and inconsistency as ends of a spectrum to be balanced rather than mutually exclusive and by differentiating between consistency across platforms and consistency over time – coined CVI continuity. Furthermore, several future research areas that can help to further develop the field of CVI are suggested.
Purpose
The purpose of this paper is to provide meaningful information to sport organizations that have just recently started hosting sporting events in a new market and want to build long-term relationships with that market’s consumers.
Design/methodology/approach
Using self-administered questionnaires, the study surveys 463 spectators who attended the 2012 Formula One Korean Grand Prix.
Findings
Prior affect and existing sensory cues are crucial for spectators’ consumption behavior. Spectators’ prior event attendance plays a significant role on perceiving sensory stimuli as well as on consequent outcomes. This study also finds arousal significantly affected by seeing and hearing and prior affect. Arousal mediates the effects of these sensory stimuli and prior affect on satisfaction and revisit intention.
Originality/value
This study expands the knowledge on spectators’ experience at live sporting events. In addition, more dimensions of the mechanisms that are at work between cognitive elements and sensory stimuli are added to the existing knowledge of sport spectators’ behavior.
The purpose of our paper is to explore the various manifestations of corporate heritage in and through the materiality of designed artefacts. To this end, we discuss and articulate different perspectives on the material dimension of corporate heritage, postulating several theoretical and practical implications for corporate brand and identity management. This prelimiary paper is based on an ongoing exploratory interpretive-qualitative study of three business organisations, based on a multiple case study design. The three SMEs are purposively chosen as exemplary and revelatory cases in light of the general purpose that motivated our study. We utilise empirical data generated through semi-structured interviews, participant observations, and document research, which were triangulated and thematically analysed.
Sensory dimensions of corporate identity such as auditory identity are nearly absent in academic literature so far. This paper addresses this shortage by presenting qualitative findings from interviews with brand consultants and managers on the nascent topic of auditory identity. Findings include, inter alia, strong support for the construct definition of auditory identity as proposed in this paper. Moreover, factors driving corporate auditory identity management at an organisation are examined. Furthermore, based on the conceptual similarity between visual and auditory identity consequences as perceived by managers are discussed. Moreover, findings addressing type of company, type of business and industry sector are presented. Finally, findings advocating corporate auditory identity as a valid ingredient of corporate identity management are presented and academic and managerial implications are given.
Across three experiments, consumers’ brand search was facilitated by spatially non-informative sounds associated with the target brand. Response latencies and eye movements to the target brand were faster in the presence of congruent (vs. no) sound. This crossmodal facilitation effect held even for newly-learnt associations between brands and sonic logos.
This chapter draws on an overview of contemporary literature to distil the best ways for manufacturing firms to adapt to and succeed in high cost environments. Parts of global value chains will move back to sophisticated, economically complex, high operating cost environments like the US and the European Manufacturing Belt. However, the firms that participate in these value chains will look different. The forces that impact the structure and location of manufacturing activities will also impact the individual firm, and this chapter discusses how this will result in successful firms becoming so called "Hidden Champions." A successful transformation into tomorrow's Hidden Champion will result in fewer employees with higher capability, producing a higher level of output of which a very high share will be produced and delivered digitally. These firms will participate in smaller, more concentrated value chains serving a global market but operating both competitively and collaboratively in agglomerations like clusters. These agglomerations will be located in jurisdictions with high economic complexity and with a deep and broad industrial commons and with a supportive policy regime.
Local political marketing can be defined as marketing related strategy, activities, and tactics implemented by a political party in a local geographic constituency, in order to attempt to maximize aggregate potential voter satisfaction, and therefore maximize total number of votes and electoral support in the constituency. Through 12 in-depth interviews with Local Constituency Party representatives from the Conservative Party, the study found that local political marketing was acknowledged by a majority of respondents although this was not unequivocal, and was frequently conflated with campaigning. Local political marketing was associated with: visual identity, language/messages, values, image, communication devices, awareness raising, data management and targeting, and simplification. The support from higher levels of the party in local political marketing was varied across constituencies. There was evidence of growing coordination/influence by higher levels of the party in local political marketing. However, this tended to be in seats judged as ‘winnable’.
Obiettivi. Il paper si propone di dibattere sull’innovazione architettonica industriale italiana quale fonte di competitività aziendale e integrazione territoriale.
Metodologia. Lo studio si fonda su un approccio esplorativo-induttivo. La research strategy consiste in un multiple case study
ed è articolata in due fasi successive di analisi. Nella prima, attraverso il ricorso a fonti primarie e secondarie, si perviene a una
rassegna di imprese italiane che hanno investito in innovazione architettonica. Nella seconda si evidenziano tramite lo storytelling le motivazioni che hanno indotto alcune di queste imprese a intraprendere questa via come fonte di competitività aziendale e di integrazione nel territorio.
Risultati. Le aziende individuate operano in settori industriali differenti e sono diffuse in Italia in modo geograficamente disorganico, ma economicamente omogeneo in relazione alle tre macroaree in cui è suddivisibile il Paese. I benefici conseguenti agli investimenti in architettura industriale incidono sulla competitività aziendale in termini di valorizzazione dell’identità e dell’immagine aziendale, comunicazione dei valori, creazione di benessere sul luogo di lavoro ed efficienza energetica. Inoltre, tale scelta crea integrazione nel territorio dal punto di vista della riqualificazione della zona industriale, del rafforzamento dell’identità e dell’immagine territoriale e del sostegno dell’eco-sostenibilità e dello sviluppo socio-culturale della collettività.
Limiti della ricerca. La scelta della tipologia di campionamento e la selezione delle imprese è soggettiva, pertanto l’indagine si presta a ulteriori approfondimenti.
Implicazioni manageriali e sociali. Si suggerisce di stringere collaborazioni con architetti, aperti al dialogo e al confronto, per tradurre le reali esigenze degli imprenditori in soluzioni architettoniche volte a soddisfare bisogni economico-aziendali e metaeconomici.
Originalità del lavoro. Si portano a conoscenza degli studiosi di management esperienze aziendali in tema di architettura industriale analizzate in chiave competitiva, difficilmente reperibili in letteratura.
Parole chiave: innovazione architettonica industriale; rapporto impresa-territorio; identità e immagine aziendale e territoriale; comunicazione dei valori aziendali; benessere sul posto di lavoro; sviluppo eco-sostenibile e socio-culturale
Purpose
– Despite the significance of sound, hitherto the auditory dimension has been widely ignored with regard to corporate identity management and corporate communication. This paper aims to expand the domains of corporate identity and corporate communication by focusing on the auditory dimension as a component of company‐controlled communication.
Design/methodology/approach
– Based on an extensive review of corporate identity and corporate communication literature, a set of hypotheses is proposed that reflect antecedents of corporate auditory identity management.
Findings
– The paper not only illustrates the importance of the auditory dimension as part of corporate identity management, it also provides initial suggestions of antecedent factors that are expected to determine the utilisation of sound on a corporate level.
Originality/value
– The presented discussion about the role of auditory identity vis‐à‐vis corporate identity management provides initial guidance for managers when considering the auditory dimension as a potential ingredient of their communication tool kit. Moreover, this paper advances existing knowledge by providing initial insight into the relationship between domains such as auditory identity and corporate identity, visual identity and corporate communication.
Purpose
The purpose of the paper is to discuss whether or not an acquisition changes the network identity of an acquired firm and, if so, how. This study aims to bring new insights to the corporate marketing field, as it examines corporate identity in the context of how a company is perceived because of its relationships with other firms. The focus of this research is acquired innovative firms.
Design/methodology/approach
This paper adopts a multiple case study approach. Data on four acquisitions of innovative firms were collected using 41 interviews, which were supplemented with secondary data.
Findings
Based on the case studies, it can be concluded that the network identity of the acquired firms does change following an acquisition. The acquired firms inherited the acquirers' identity, regardless of whether or not the companies were integrated. Previous, present and potential business partners regarded the innovative firms as being more solvent, but distanced themselves. In addition, some of them regarded the innovative firms as competitors.
Practical implications
Changes in the way a firm is perceived by its business partners, following an acquisition, will influence the future business operations of the firm. Expected changes to business relationships should ideally be considered part of due diligence. Acquirers need to consider how they can minimise the risks associated with business partners' changed perceptions of acquired firms.
Originality/value
This paper contributes to the research on identity, through discussion of the consequences of an acquisition for the identity and relationships of a firm. It also contributes to the existing corporate marketing literature, through consideration of perceptions at a network level. Furthermore, this paper contributes to merger and acquisition literature, by highlighting the influence of ownership on relationships with external parties.
Purpose
Corporate visual identity (CVI) comprises all the symbols and graphical elements that express the essence of an organisation. Although it is by far the most visible and tangible asset in the armoury of tools used by the majority of organisations in their interaction with the outside world, the role of CVI is scarcely mentioned in studies on corporate reputation. Despite the growing interest in measuring reputation and brand values, little is known about the role of CVI. This article aims to explore the relationship between CVI and five general dimensions of reputation: visibility, distinctiveness, authenticity, transparency, and consistency.
Design/methodology/approach
This paper explores the relationship between corporate visual identity and reputation. In which ways and to what extent can CVI support a corporate reputation? This exposition of the relationship between reputation and CVI is based on the framework established by Fombrun and Van Riel and the reputation model they present, which consists of five dimensions: visibility, distinctiveness, authenticity, transparency, and consistency. This relationship is explored by investigating these dimensions.
Findings
It is concluded that CVI can, in principle, support each of these dimensions, through the quality of the design, the range of its application, and the condition of carriers.
Practical implications
CVI must be considered a useful tool that can be successfully applied to managing the reputation of any organization.
Originality/value
The results will be helpful to communication professionals who deal with integrated communication and aim to enhance the consistency of messages – both written and visual – within their organisation.
Examines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the services sector, the appropriateness of corporate versus individual branding and how service organisations have challenged the traditional approach to business. By analysing the success and failure of corporate branding in financial services, illustrates how thinking about service branding needs to change. Outlines the differences between product and service branding and considers how the fast-moving consumer goods (FMCG) approach to branding needs to be adjusted for the services sector. Particular emphasis is placed on the intangible nature of services and corporate branding and how problems linked to intangible offerings can be overcome. Concludes with an examination of the roles that employees and consumers play in the delivery and strengthening of the corporate service brands
Designers have used Corporate Visual Identity Systems (CVIS) to widen the communications mix. Using name, symbol and/or logo, typography, colour and slogan, a CVIS helps transmit a company’s visual identity through fixed assets, such as buildings, vehicles and other business collateral. This wider view of business communications adds an eighth P, publications, to the seven Ps of service marketing: product, price, place, promotion, participants, physical evidence and process. Managerial literature suggests that firms who standardise their CVIS anticipate communications benefits beyond the usual marketing mix. A comparison of multinational companies with and without standardised CVIS supports this view.
Both practitioners and academics alike have directed increasing attention to the field of corporate identity. Despite significant contributions in the last several years towards understanding and identifying this concept, a definitive construct of corporate identity and its measurements does not yet exist. Much anecdotal literature and many case studies surround this area of study, but to date no research study has empirically tested the domain of this construct. This paper examines the definitions, models, and specific elements of corporate identity through a review of literature. Based on this review, a holistic corporate identity model is developed. This paper also discusses the challenges in developing the corporate identity construct.Corporate Reputation Review (2002) 5, 76-90; doi:10.1057/palgrave.crr.1540166 http://dx.doi.org/10.1057/palgrave.crr.1540166