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Corporate identity and corporate communications: creating a competitive advantage

Corporate identity and corporate communications: creating a competitive advantage Recent environmental trends are forcing senior managers to give greater import to corporate identity and corporate communications. They are discovering that conventional methods of redressing identity problems are becoming progressively less effective because, in our opinion, the traditional focus has viewed corporate identity and corporate communication as functional rather than as strategic. We suggest a much broadened view that looks at corporate communication as a three‐part system process – primary, secondary and tertiary. In many companies these three are out of balance. Primary communication should present a positive image of the company and set the stage for a strong reputation. Secondary communication should be designed to support and reinforce primary communication. Tertiary communication should be positive and result in a superior reputation if the other two stages of corporate communication are properly conceived. The authors postulate that senior managers who implement this can invest their organisation with a competitive advantage. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications An International Journal Emerald Publishing

Corporate identity and corporate communications: creating a competitive advantage

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References (22)

Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
1356-3289
DOI
10.1108/EUM0000000007299
Publisher site
See Article on Publisher Site

Abstract

Recent environmental trends are forcing senior managers to give greater import to corporate identity and corporate communications. They are discovering that conventional methods of redressing identity problems are becoming progressively less effective because, in our opinion, the traditional focus has viewed corporate identity and corporate communication as functional rather than as strategic. We suggest a much broadened view that looks at corporate communication as a three‐part system process – primary, secondary and tertiary. In many companies these three are out of balance. Primary communication should present a positive image of the company and set the stage for a strong reputation. Secondary communication should be designed to support and reinforce primary communication. Tertiary communication should be positive and result in a superior reputation if the other two stages of corporate communication are properly conceived. The authors postulate that senior managers who implement this can invest their organisation with a competitive advantage.

Journal

Corporate Communications An International Journal – Emerald Publishing

Published: Dec 1, 1999

Keywords: Corporate identity; Corporate communications; Managers; Trends

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