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Practitioner conceptualisations of Corporate Identity 1950-2010: Review and analysis

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This paper provides an update on the dominant practitioner conceptualisations of corporate identity since the coinage of the terminology " corporate identity" by Walter Margulies in the early post Second World War period. Literatures contributed by practitioners between the 1950s and today are reviewed using thematic timeframes. The outcome of the study indicates that corporate identity focused on seven dominant issues, namely planning; management; challenges; change; corporate identity (CI) mix; evaluation and meaning. There is also an indication that these conceptualisations are driven by novelty of concept; fierce competition; vertical disintegration of business and publication of influential texts. The paper offers a 'bird's eye view' of important arguments in corporate identity to academics just starting a career in this field. Insights from this study allow researchers to gain a quick understanding of the debates in corporate identity and in so doing grow quickly in knowledge about it.
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Keywords: BRAND; CORPORATE COMMUNICATIONS; CORPORATE IDENTITY; CORPORATE IMAGE; MANAGEMENT; PLANNING

Document Type: Research Article

Publication date: 01 September 2011

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