Corporate Identity for Survival
Organizations need corporate identity for survival. A significant factor in ensuring that institutions or entities stand out from their rivals is corporate identity. A correct corporate identity plays an important role in distinguishing stakeholders from others at the right rate. Corporate identity should portray companies and organizations in a way that represents them. This identity is developing through the projection of one positive image that will increase its public confidence about the quality and achievements of the organization. (Mohamad, Abu Bakar, Rahman, 2007) Identity, image and reputation are the main agenda of organization through corporate communication activities. (Gray, Balmer, 1998) In globalization, image is seen as one of the elements that is being highlighted by organization. On the other hand, corporate reputation addresses the key question of what distinctive attributes are assigned to an organization. (Gray, Balmer, 1998) It is formed over time by repeated impressions of the corporate image whether positive or negative. A favorable reputation, on the other hand, requires more than just an effective communication effort; it requires a meritorious identity that can only be molded through consistent performance, usually over many years. Besides, a coordinated communication programme can, however, reinforce and promote a positive reputation. (Gray, Balmer, 1998)
Mohamad, B., Abu Bakar, H. & Rahman, N. A. A. (2007). Relationship Between Corporate Identity and Corporate Reputation: A Case of a Malaysian Higher Education Sector. Jurnal Manajemen Pemasaran. 2.
Gray, Edmund & Balmer, John. (1998). Managing Corporate Image and Corporate Reputation (CORPORATE IMAGE AND CORPORATE REPUTATION FRAMEWORK; CORPORATE IMAGE AND CORPORATE REPUTATION: DEFINITION; CORPORATE IMAGE AND CORPORATE REPUTATION: DISTINGUISHING CHARACTERISTICS,CORPORATE IMAGE. CORPORATE REPUTATION, CORPORATE IMAGE MANAGEMENT, CORPORATE REPUTATION MANAGEMENT, CORPORATE PERCEPTION) LONG RANGE PLANNING (JOURNAL). Long Range Planning.