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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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...During the 1960s and 1970s, many brands reinvented their visual appearance in an attempt to change to societies new focus on high-tech inventions in communication, entertainment and travel, (and, 2015). By this time many industries were influenced by the advantages of displaying a professional corporate brand identity and so graphic designers were asked''to produce a business logo and an ethics manual to guarantee that the logo was replicated correctly wherever it was used, (and, 2015). A Corporate Identity is an easy thing to get wrong, and the success of a corporation can often depend on the usefulness of the visual resources that it uses to symbolise itself, (and, 2015). The purpose of this paper is to define why and how corporate identity and organisational culture together be considered essential parts of communication integration. First, I will review the concepts of corporate identity and organisational culture. Second, I will discuss the role that communication plays in organisational communication, and lastly, I will link the element to show how they are necessary.

Corporate identity according to Business Dictionary can be defined as, a mixture of colour, systems, strategies, words, etc., that a company hires to make a visual statement about itself and to communicate its business viewpoint, (What is corporate identity? Definition and meaning, 2016). It is a lasting representation of how a company views itself, how it desires to be seen by the public, and how others recognise and memorise it, (What is corporate identity? Definition and meaning, 2016).  The purpose of Corporate identity is used to create a mutual feeling of belonging to staff, and to strengthen relations between the organisation and its stakeholders, (Angelopulo et al., 2015). It likewise acts as a symbol that economically connects all that the team embodies, including its values, qualities, products and services, (Angelopulo et al., 2015).

Organisational culture is a system of shared norms, values, and beliefs, which manages how people behave in organisations, (Instructor and McLaughlin, 2003). These shared values have a significant influence on the people in the organisation and order how they dress, act, and perform their positions, (Instructor and McLaughlin, 2003). Every organisation develops and maintains a unique culture, which provides guidelines and boundaries for the behaviour of the members of the organisation, (Instructor and McLaughlin, 2003). The purpose of organisational culture is to make sure there is harmony, faithfulness, opposition, route and identity among the employees and the business as a whole, (Lowe, 2016).

An organisation plans and implements a corporate identity for a mixture of reasons, (Angelopulo et al., 2015). The communication of corporate identity plays in organisational communication integration has certain important roles, including, the company's efforts to be different, (Angelopulo et al., 2015), as well as making sure that their products and services are unique, (Angelopulo et al., 2015). According to (Angelopulo et al., 2015), the goal of corporate identity might be to act as a supporter of stable quality and to contribute to the loyalty of customers and other stakeholders, (Angelopulo et al., 2015).

There are three primary models for the applications of corporate identity, (Angelopulo et al., 2015). Uniformity, Endorsement and Variety.

Uniformity Model: The entire organisation, its divisions and its brands have one identity, (Angelopulo et al., 2015). This type is used in two situations. In the first, sections with degrees of self-sufficiency are represented with the same identity to express the size of the entire organisation, (Angelopulo et al., 2015). In the second, divisions are shown as undivided because they are strongly linked or directly managed by the parent organisation, (Angelopulo et al., 2015).  An example of uniformity would be the well-known company Phillips. Their logo is used without mention of individual products; it represents their corporate center, its functions and the global representation of the enterprise. However, operating units may use if appropriate.  

Endorsement Model: Divisions have their identities, while the parent organisation's identity is present in the background, (Angelopulo et al., 2015). This model is commonly used where the parent organisation has a strong effect on the management and operation of its divisions, (Angelopulo et al., 2015). The link is recognised to endorse the connection between the subordinate and the parent organisation, (Angelopulo et al., 2015). An example of endorsement with regards to Phillips would be giving priority to the existing brand or business name, with a Phillips support. No other product names are included; this could be their kitchen appliances line or their medical equipment line.

Variety Model: Divisions have their individualities with no clear association amongst each other or the parent organisation, (Angelopulo et al., 2015). This model usually applied where divisions are viewed mainly as financial assets and where there is little managerial participation by the maternal organisation, (Angelopulo et al., 2015). An example of variety with regards to Phillips would be, their Mother and Child Care product line.

Communication or interaction plays a vital role in the understanding of the numerous elements of organisational culture, (Angelopulo et al., 2015). Each of these elements is discussed below.

Artefacts: These are unique characteristics of culture that refer to the total physical and generally created environment of an organisation, (Angelopulo et al., 2015). Artefacts include objects and touchable arrangements, patterns of behaviour and summaries terms that are evident in the organisation, (Angelopulo et al., 2015).

Language: This is a fundamental part of organisational culture and includes the symbols, humour, images, sayings or detailed vocabulary used by members of an organisation, (Angelopulo et al., 2015).

Behavioural Concepts: This entitles the regular, standard actions that enable the organisation to reach its goals, (Angelopulo et al., 2015). Rules are the instructions for behaviour that escort members regarding which response is appropriate or inappropriate in particular situations, and these standards result from shared communication, (Angelopulo et al., 2015).

Heros: Heros are symbolic models of valued attitudes and behaviour, (Angelopulo et al., 2015).

In conclusion, a well-designed corporate identity suggests an organisation's morals, motives and intentions, a sense''of what an organisation is all about, (The importance of corporate identity, 2012). The benefit of generating a consistent and functional corporate''identity is that it guarantees an organisation will be recognisable, remembered and valued, (The importance of corporate identity, 2012). Corporate identity and corporate image are critical in marketing management in order of the organisation to achieve to its full ability.


And, S.R. (2015) A brief history of corporate identity. Available at: (Accessed: 2 August 2016). (and, 2015)

Angelopulo, G., Barker, R., Choke, G., du Plessis, C., du Plessis, D., Hanekom, J., Thomson, N. and van der Walt, L. (2015) Integrated Organisational Communication. Edited by George Angelopulo and Rachel Barker. 2nd edn. Claremont: Juta & Company Ltd. (Angelopulo et al., 2015)

Instructor and McLaughlin, J. (2003) What is organisational culture? - definition & characteristics - video & lesson transcript. Available at: (Accessed: 2 August 2016). (Instructor and McLaughlin, 2003)

Lowe, K. (2016) 'The importance of culture in organisations', Small Business Chron.Lowe, 2016)

The importance of corporate identity (2012) Available at: (Accessed: 8 August 2016). (The importance of corporate identity, 2012)

What is corporate identity? Definition and meaning (2016) in Available at: (Accessed: 2 August 2016). (What is corporate identity? Definition and meaning, 2016)

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