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| Topic: |
Miscellaneous
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| Number of pages / Number of words: |
16 / 4253 |
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The authors constructed a corporate visual identity mix comprising name, slogan, logo type and/or symbol, typography and colour.
Corporate culture
Although there is no consensus with regard to the components of corporate identity, the element most largely acknowledged as being part of the corporate identity construct is an organization’s core value, namely corporate culture (Bernstein, 1984; Balmer and Soenen, 1997)...
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There are two different views on corporate culture with regard to its link with corporate identity, which are mainly reflected in marketing academics’ and organization behaviourists’ perspectives (Alvesson, 1994). The first view, which is the functionalist perspective, treats culture as a variable and asks the question ‘what function does culture fulfil in the organization?’ This view is formed by marketing academics...
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