Seven dimensions of corporate identity: A categorisation from the practitioners' perspectives

Purpose - This paper investigates what organisations perceive as the essential components of corporate identity concept and their contents. It proposes an operational definition of corporate identity on the basis of the practitioners' views. Design/methodology/approach - The information was gathered through 32 in-depth interviews with managers from different organisations (mainly multinational companies) and an analysis of corporate literature and web sites. The initial analysis is based on a multidisciplinary categorisation developed by the first author, which facilitated the systematic analysis of a wide range of components (e.g. corporate communication, corporate design, corporate culture etc.) associated with corporate identity. Findings - The study shows that there is a considerable divergence in opinions concerning the fundamental components of corporate identity among practitioners. Most interviewees heavily associated identity with the areas of corporate design, communication, behaviour and strategy whereas there was no unanimous agreement as to whether or not corporate culture was a product or determinant of corporate identity. Research limitations/implications - Developing sub-items and their measures for each dimension presented in the proposed definition and examining the possible relationships between them might be the further step. Also additional empirical research which considers consequences of corporate identity management in relation to company performance indicators could enhance overall understanding of the concept. Practical implications - Senior company management can use the categorisation discussed in this paper as a starting point for development of corporate identity management strategies. Originality/value - Recategorisation of Melewar's corporate identity dimensions, which help define corporate identity concept in measurable terms.