Perceptions of the Corporate Identity Management Process in South Africa

Author(s)

Geoff Bick, University of the Witwatersrand, Johannesburg
Russell Abratt, Nova Southeastern UniversityFollow
A. Bergman

ORCID

Rusell Abratt 0000-0002-5385-0936

Document Type

Article

Publication Title

South African Journal of Business Management

ISSN

2078-5585

Publication Date

9-2008

Abstract/Excerpt

This article reports on a qualitative study of how the corporate identity management process is perceived and managed by senior executives in large South African companies. The concepts of identity, corporate reputation, corporate branding, and the corporate identity management process are discussed. It is suggested that these concepts create confusion among executives and academics and therefore the image and reputation of a company may be affected. Results are reported from an in-depth study of 14 senior managers and directors from 8 large companies. Key recommendations are made and a step-by-step guide is given on how to develop an effective and successful corporate identity, leading to a good reputation in the long term.

Volume

39

Issue

3

First Page

11

Last Page

20

NSUWorks Citation

Bick, Geoff; Abratt, Russell; and Bergman, A., "Perceptions of the Corporate Identity Management Process in South Africa" (2008). HCBE Faculty Articles. 894.
https://nsuworks.nova.edu/hcbe_facarticles/894