CORPORATE COMMUNICATION AND CORPORATE IDENTITY

JACKSON Aneth BAPRM 42565

CORPORATE, COMMUNICATION AND CORPORATE IDENTITY  

There are two approaches for 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
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)"
Four types of identity can be distinguished

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 communication 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 with