Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Corporate and generic identities: lessons from the Co‐operative Bank

Corporate and generic identities: lessons from the Co‐operative Bank In recent years corporate identity has become a fashionable and much talked about, if little understood, management process. Provides a brief overview of the literature on corporate identity and discusses the importance of corporate identity in UK banking. Examines the historical evolution of the Co‐operative Bank’s identity and its attempts to position itself within the context of two generic identities; that of the Co‐operative Movement and the generic identity of the banking industry. Argues that the Co‐operative Bank has achieved differentiation by drawing on the philosophy of the Co‐operative Movement ‐ a generic identity ‐ in order to position itself within the generic identity of the banking industry. Senior managers having responsibility for an organization’s corporate brand might usefully contemplate on Balmer’s assertion that organizations, in examining their past sometimes find their future. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Corporate and generic identities: lessons from the Co‐operative Bank

Loading next page...
 
/lp/emerald-publishing/corporate-and-generic-identities-lessons-from-the-co-operative-bank-A8IJLb06bx

References (23)

Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652329610119292
Publisher site
See Article on Publisher Site

Abstract

In recent years corporate identity has become a fashionable and much talked about, if little understood, management process. Provides a brief overview of the literature on corporate identity and discusses the importance of corporate identity in UK banking. Examines the historical evolution of the Co‐operative Bank’s identity and its attempts to position itself within the context of two generic identities; that of the Co‐operative Movement and the generic identity of the banking industry. Argues that the Co‐operative Bank has achieved differentiation by drawing on the philosophy of the Co‐operative Movement ‐ a generic identity ‐ in order to position itself within the generic identity of the banking industry. Senior managers having responsibility for an organization’s corporate brand might usefully contemplate on Balmer’s assertion that organizations, in examining their past sometimes find their future.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jul 1, 1996

Keywords: Banking; Co‐operative bank; Corporate identity; Generics; UK

There are no references for this article.