Corporate Identity Management : A study of corporations with a diverse brand portfolio

Abstract: AbstractProblem:With the increased competitiveness in the marketplace and the fact that corporate brands are complex and relatively hard to define, the question of formulating a corporate identity has become a hot topic of significant interest. This has made corporate identity to a fre-quently used concept, as corporations have recognized the need of identifying one’s identity and managing its corporate images. However, this subject becomes more complex when a corporation has to deal with a corporate portfolio of diverse subsidiaries that arise from merger and acquisition strategies. The problematic issue lies in dealing with multiple identities and brands on the corporate level.Purpose:The purpose of the thesis is to investigate how corporations can work with their corporate identity in order to manage their diverse corporate brand portfolio.Method:In order to fulfil the purpose of this thesis a qualitative research approach is used. The primary data is collected through semi-structured interviews with people in five different companies. In addition to this the authors included secondary data which is based on literature, articles and academic publications.Conclusions:Based on the results of the interview study the authors can conclude that corporate identity is a reflection of corporations’ characteristics, which embodies the corporate mission and strategy, philosophy, ownership, culture, history and the core values of an organization. By evaluating the various concepts that are incorporated in the managerial processes of corporate identity, the authors could distinguish that corporate identity may serve as an instrument to identify, and structure the corporate communication towards both internal and external audiences. In addition we conclude that corporate identity is used to create a favorable image that in time may generate a strong corporate reputation. It was also seen that companies could create uniformity via a systematically corporate identity program and corporate brand strategy.