HCBE Faculty Articles

Title

Perceptions of the Corporate Identity Management Process in South Africa

Document Type

Article

Date

9-2008

Publication Title

South African Journal of Business Management

ISSN or ISBN

2078-5585

Volume

39

Issue

3

First Page

11

Last Page

20

Description

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.

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