Managing corporate identity: An internal perspective

Cláudia Simões, Sally Dibb, Raymond P. Fisk

Research output: Contribution to journalArticlepeer-review

170 Citations (Scopus)


Management plays a key role in the development and maintenance of corporate identity, including paying particular attention to the internal and controllable aspects of the process. The progression of research that examines corporate identity is contingent on clarification of the scope of corporate identity management (CIM) and development of generalizable and applicable measures of the construct. This study develops an interdisciplinary measure of the CIM construct by drawing on the literature and primary data, such as exploratory research, a survey, and a follow-up phase. Overall, CIM involves (1) the endorsement of consistent behavior through the diffusion of a company's mission, values, and goals; (2) the expression and pursuit of brand and image consistency in the organization's symbols and forms of communication; and (3) the implementation, support, and maintenance of visual systems. The results suggest that CIM includes the dissemination of mission and values, consistent image implementation, and visual identity implementation.

Original languageEnglish
Pages (from-to)153-168
Number of pages16
JournalJournal of the Academy of Marketing Science
Issue number2
Publication statusPublished - Mar 2005
Externally publishedYes


  • Branding
  • Corporate identity
  • Corporate image
  • Visual identity

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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