Supporting theme: corporate image (external)
Images are the basic element of thought, and the concept of corporate image is key
in the identity approach, since it is part of the external representation of the brand
identity. The aim is to project one single image to all stakeholders, ensuring a
consistent perception of brand image among stakeholders. Corporate image is a
mosaic of impressions formed by a variety of formal and informal signals
projected by the company. From this mosaic the recipient pieces together the
corporate image. The corporate image is hence not what the company believes it to
be, but exists in the mind of the audience. Corporate image is the result of a mosaic
of attitudes commencing within the company with the employees and their
perception of the company. Continuously measuring the corporate image is an
important source of keeping track of how consumers and other stakeholders
perceive and value brand identity.
Supporting theme: reputation (external)
Some scholars argue that the research and literature about reputation can be cate-
gorized as one of the schools of thought about how to create and manage the
corporate image. We define the concept of reputation in a category by itself,
because the mechanisms applying to this field are quite different from the mecha-
nisms that apply to the concept of image.
During the 1990s the concept of reputation gained popularity particularly in
practice. As opposed to the image concept it takes a long time to form a reputation,
because it is based on what the company has done over time and how it has
behaved, rather than being a result of short-term communication and advertising
as is the case for the formation of image. The corporate reputation construct is
mainly used externally to measure consumer evaluations of brand identity, but can
also be used internally to guide employee behaviour. Corporate reputation can also
reveal the standards that govern organizational behaviour. So how does a company
ensure a good reputation? Too often it does not – because reputation management
is often not considered unless the reputation is threatened.
The key drivers of reputation are PR and the communication and accentuation
of corporate stories of success and corporate social responsibility. Reputation can
be enhanced through corporate communication, but is more effective when
communicated by an independent third party. This is one of the reasons why
increasingly higher percentages of company expenditure are invested in the
building of PR and good relations with key players in the media. PR can be esti-
mated by analysing the brand’s position in the market place measured by compet-
itive effectiveness and market leadership.
Core theme: brand identity
An in-depth understanding of the four supporting themes adds up to the core
theoretical concept of the identity approach; namely brand identity. By
The identity approach 59