Corporate+identity

There are many definitions of Corporate Identity, it can for example be interpreted or identified as a strategic manifestation of corporate-level vision and mission, but also recognized as the strategies a corporation employs in its operations and production. You also recognize when it’s question about the Corporate Identity when there is a strong emphasis placed on ethical and cultural values, on the organizational history and the organizational philosophy. There is a profound link between Corporate Image and Corporate Identity, stating that the Corporate Image is the collective perception that the stakeholders have of the Corporate Identity. [1]


 * History**

The concept Corporate Identity was constructed as early as between 1970 and 1985. I was constructed theoretically as corporate personality and CI mix. During the first years the defintion of Corporate Idenity changed radicatlly along with the meaning of Corporate Identity. The meaning of Corporate Identity was reconsctructed and a universal defintion of the concept was searched for to draw social theory models to explain the meaning of this concept.[2]


 * A new trend?**

The interest in Corporate Identity has increased among Corporate citizenship in recent years and thereby also the amount of defintions. Organizations have realised that a strong identity can help them align with the marketplace, attract investment, motivate employees and serve as a means to differentiate their products and services. Corporate Identity can hereby also be defined as a reputation for high quality goods and services, a robust financial performance, a harmonious workplace environment, and a reputation for social and environmental responsibility. It has become a widely recognised as an effective strategic instrument and a means to achieve competitive advantage. [1]


 * CI and CSR today**

The concept Corporate Identity (CI) has mainly grown together with the similar concept Corporate Social Responsibility (CSR). The recent rise in corporate social reporting among so many organizations suggests that CI and CSR have more in common that unite than divide them. These two concept can even be put together as a cohesive construct "CSR Identity". The vast resources committed to CSR and CI practices is reflective of the relevance, growth and importance of these two disciplines. In the past, many firms with little or no corporate identity communications drive and no CSR now devote enormous resources not only to the pursuit of CSR but also towards accounting for their CSR stewardship. The presentation of business stewardship in the form of social and environmental reports has became a strategic resource highlighting the integration of CSR and CI with strategy and the important role of these in overall corporate strategy. [3]

The societal needs mentioned by the Commission should include the paying of taxes or tax planning as a member of society. This falls under the umbrella of corporate citizenship. [4]


 * References**

[1] Karaosmanoglu, Elif. European Journal of Marketing 40.7/8 (2006): Seven dimensions of corporate identity - A categorisation from the practitioners' perspectives. 846-869.

[2] Otubanjo, PhD, Olutayo; Melewar, T. C.; Cornelius, Nelarine. Press the Escape key to close. SSRN Working Paper Series (2008): Corporate Identity: A Paradigmatic Shift in the Theoretical Construction of its Meaning

[3] Otubanjo, Olutayo. Journal of Management and Sustainability3.1 (Mar 2013): Theorising the Interconnectivity between Corporate Social Responsibility (CSR) and Corporate Identity. 74-94.

[4] http://taxhavens.wikispaces.com/Corporate+Social+Responsibility