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Understanding the meaning of corporate identity: a conceptual and semiological approach

B. Olutayo Otubanjo and T.C. Melewar
Brunel Business School, Brunel University, London, UK
Abstract
Purpose The purpose of this paper is to attempt to examine how corporate identity (one of the elements of Balmers 6Cs of corporate marketing) could be better understood, whilst also addressing how the deconstruction of one of the other elements (i.e. communications: corporate advertising) could provide deeper insight into what corporate identity truly means. Design/methodology/approach This paper examines various theoretical approaches which have compartmentalised the meaning of corporate identity. It also highlights how these compartments interrelate. The paper introduces the semiotic method and illustrates how this method could deconstruct rms perception of corporate identity. Findings Two conceptual models and a semiotic method process were contributed. The rst model reveals three main constructs of corporate identity, namely symbolism, behaviour, and corporate communications, and the second model reveals the corporate personality construct. The semiotic method reveals the positioning of corporate identity as a corporate personality construct. Originality/value This paper provides a better understanding of the meaning of corporate identity by developing two conceptual models and a semiotic method. The conceptual models provide an analysis of how various theoretical approaches which have compartmentalised the meaning of corporate identity interrelate. The semiotic method provides a stage-by-stage process of how a rms perception of corporate identity is deconstructed. The conceptual models and the semiotic method give a better understanding of the meaning of corporate identity. Keywords Corporate identity, Perception Paper type Conceptual paper

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Corporate Communications: An International Journal Vol. 12 No. 4, 2007 pp. 414-432 q Emerald Group Publishing Limited 1356-3289 DOI 10.1108/13563280710832542

1. Introduction The concepts of corporate identity, corporate communications, stakeholder management, corporate branding, corporate reputation, and organisational identity (OI) which constitute Balmers (2006) corporate marketing paradigm have attracted the interest of scholars and practitioners in the last 50 years (Balmer and Greyser, 2006). A table outlining Balmers corporate marketing mix can be seen in Table I. The highlighted text indicates the elements investigated in this paper. Perhaps, more captivating, enchanting and enthralling is the rising volume of social theory models (He and Balmer, 2005; de Chernatony, 2001; Gotsi and Wilson, 2001) which were drawn to address the ambiguities that beset the meaning of these concepts. Although these models have both amplied the corporate identity literature and provided comprehensive insight into authors perception of the concept, it would also appear that several terminologies which are similar in nature have been fragmented and addressed as if they were different. This (if unchecked) may create ambiguity for scholars. Also, these models appear to take no cognisance of rms perception of the concept.

The 6Cs Character Communications Constituencies Convenant Conceptualisations Culture

Sub-paradigms within the corporate marketing mix Corporate identity Corporate communications Marketing and stakeholder management Corporate brand management Corporate reputation OI

Expressed corporate marketing messages What we indubitably are What we say we are What is promised and expected Who/what the rm is What we are seen to be What we feel we are

Meaning of corporate identity 415

Table I. Balmers 6Cs of corporate marketing

Source: Balmer and Greyser (2006). An earlier version of the 6Cs also appears in Balmer (2006)

Against this backdrop, an attempt is made to address primarily how the meaning of one of the elements of Balmers (2006) 6Cs (i.e. corporate identity) of corporate marketing could be better understood, whilst also examining how the deconstruction of one of the other elements (i.e. communications in this case via corporate advertising) can additionally provide greater insight into the concept. This objective will be achieved in two ways. First is to examine the various theoretical approaches which have, to some extent, compartmentalised corporate identity, whilst also highlighting how these compartments interrelate. The second element (communications) will be explored from a semiological perspective, which can aid with the deconstruction of a rms perception of corporate identity. 2. The meaning of corporate identity: a review of existing models Theoretical literature presents several corporate marketing theories that give insight into the meaning of corporate identity. While the debate over the meaning of the concept raged, several authors (Balmer, 1995b; van Riel and Balmer, 1997; Cornelissen and Harris, 2001; He and Balmer, 2005; Moingeon and Ramanantsoa, 1997) turned to social theory models to address the subject. These models are discussed below. 2.1 Balmers (1995b) seven schools of thought on corporate identity Balmer (1995b) explained the meaning of corporate identity using seven schools of thought namely strategic, visual, strategic-visual, behavioural, visual behavioural, corporate communications, visual communications and design-as-fashion (Figure 1). The strategic school represents the articulation of corporate mission and philosophy and the strategic-visual school relates to strategic change through visual means. Similarly, the idea behind the behavioural school concerns the nurturing of a distinct cultural mix and the visual-behavioural school represents the need to communicate an organisations distinct culture visually. The corporate communications school highlights the need to convey the organisations mission and philosophy through formal corporate communications and the visual communication school emphasises the communication of the mission visually. The designer-as-fashion school advocates the need to keep visual elements fashionable. 2.2 van Riel and Balmers (1997) three perspectives on the meaning of corporate identity van Riel and Balmer (1997) developed three disciplinary paradigms namely graphic design integrated corporate communications and interdisciplinary to explain the

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Strategic focus

Cultural focus

Communications focus

Fashionability focus

Organisations internal and external stakeholders

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1-The Strategic School: Articulation of corporate mission and philosophy

3-The Behavioural School: nurturing a distinct organisational culture

5-The Corporate Communications School: communicating the organisations mission and philosophy through formal corporate communications policies

Feedback 2-The Strategic Visual School: effecting strategic change through visual means

4-The Visual Behavioural School: communicating visually the organisations distinct culture

Figure 1. Balmers (1995b, p. 37) schools of thought on corporate identity

6-The Strategic Communication School: communicating the organisations mission and philosophy visually

The Design as Fashion School: keeping visual elements fashionable

Source: Balmer (1995b, p. 37)

meaning of corporate identity. These authors ascribed the graphic design paradigm to authors that view corporate identity as a visual phenomenon (Pilditch, 1970) and theorised works that positioned corporate identity as visual and non visual presentation of organisational characters as integrated communications paradigm (Bernstein, 1986; van Riel, 1995). Authors (Ramanantsoa, 1989; Alessandri, 2001; Melewar and Jenkins, 2002) that approach the concept from interdisciplinary perspectives (i.e. behaviour, symbolism, organisational imagery, history, market conditions, strategy, etc.) were described as the interdisciplinary paradigm. 2.3 Moingeon and Ramanantsoa (1997) French school of thought Moingeon and Ramanantsoas (1997) French school integrate viewpoints that position identity as corporate personality (Olins, 1978) and culture (Allaire and Firsirotu, 1984) (Figure 2). The French school of thought also incorporates viewpoints that position corporate identity as internal images or organisational image (Dutton and Dukerich, 1991). Quoting Larcon and Reitter (1979), Moingeon and Ramanantsoa (1997, p. 385) argued that the French school of thought conceives corporate identity as a set of interdependent characteristics of the organisation that give it specicity, stability and coherence thus making it identiable, distinct and unique. The French school of thought advocates the need to move beyond the descriptive level of corporate identity, to arrive at the level of explanation. Moving beyond this level of description allows advancement in corporate culture with an in-depth analysis of corporate identity (Moingeon and Ramanantsoa, 1997).

Visible part = Symbolic products

Culture

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Hidden part = Organisational imagery

Identity

Source: Moingeon and Ramanantsoa (1997, p. 386)

Figure 2. Moingeon and Ramanantsoa (1997, p. 386) perspective on corporate identity

2.4 Cornelissen and Harriss (2001) three metaphorical perspectives of corporate identity Cornelissen and Harris (2001) split authors perceptions of identity into three metaphorical perspectives. These include corporate identity as an expression of corporate personality corporate identity as organisational reality and corporate identity as all the expressions of a company (Figure 3). For Cornelissen and Harris (2001) corporate identity as an expression of corporate personality highlights authors that perceive corporate identity mainly as corporate personality (Olins, 1978; Topalian, 1984). The second perspective (i.e. corporate identity as organisational reality) brings together authors that epitomise corporate identity as factual phenomenon (Balmer and Soenen, 1999; Gutjahr, 1995). The third viewpoint (all expressions of a company) addresses the challenges of dualistic conceptions of corporate image and reality.
THEORY 1-Corporate identity as an expression of corporate personality
Correspondence

AUTHORS

Corporate Personality

Corporate identity

Corporate image

Olins (1978, 1989) Bernstein (1986) Birkigt and Stadler (1986), Lux (1986) Abratt (1989) Balmer (1995, 1998), Gutjahr (1995) van Riel(1995), van Riel and Balmer (1997), Balmer and Soenen (1999)

2-Corporate identity as organisational reality Corporate identity

Correspondence

Corporate identity management

3-Managing multiple identities Corporate identities Corporate images

Cheney (1991, 1992), Heath (1994), van Riel and Balmer (1997), Marzilliano (1998)

Source: Cornelissen and Harris (2001, p. 64)

Figure 3. Metaphorical perspectives to corporate identity

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The argument under this viewpoint is that a corporate identity can be created, transformed and restructured by management or specialist agencies and thus does not necessarily have to refer to inner values or organisational identities (Cornelissen and Harris, 2001, p. 61). 2.5 He and Balmers (2005) ve perspectives of corporate identity He and Balmer (2005) itemised ve identity constructs namely visual identity, corporate identity, multidisciplinary identity, collective OI and organisational identication as outlined in Table II. Authors under the visual construct (Schmitt and Simonson, 1997; Selame and Selame, 1975) perceive visual identity as a technique enhancing recognition and identication of organisations. The multidisciplinary construct (van Riel and Balmer, 1997; Birkigt and Stadler, 1986) conceive corporate identity from multiple perspectives. The collective OI construct refers to views that approach corporate identity from employee and social psychological standpoints (Moingeon and Ramanantsoa, 1997). The OI perspective addresses the degree to which individuals dene themselves in relation to their association with the organisation (Ashforth and Johnson, 2001). He and Balmers (2005) organisational identication construct draws together perceptions concerning the degree to which individuals dene themselves in relation to attributes that they believe dene the organisation (Mael and Ashforth, 1992). 3. Contributions and weaknesses of models The social theory models reviewed above enhanced the development of the literature, galvanised attention to corporate identity and explained what corporate identity means. In spite of these contributions, a number of weaknesses, which hinder these models from providing a deeper understanding of the meaning of corporate identity can also be identied. For instance, several terminologies, which are conceptually similar, were fragmented and addressed as if they were different. This (in essence) complicates the understanding of the meaning of corporate identity, causing ambiguity for scholars. Furthermore, these models failed to recognise rms perception of the concept (which is often found in corporate literatures). Without an insight into how rms perceive corporate identity, scholars run the risk of not gaining deeper insight into what this concept truly means. In the paragraphs that follow, this paper will attempt to address these problems by examining how one of the elements comprising Balmers (2006) 6Cs of corporate marketing (i.e. corporate identity) could be better understood, whilst also demonstrating how the deconstruction of one of the other elements (i.e. corporate communications in this case corporate advertising) could also enhance a deeper understanding of the concept. This objective will be achieved in two ways. First is to examine various theoretical approaches which have compartmentalised the concept whilst also highlighting how these compartments interrelate. The second element (communications) will be explored from a semiological perspective. This is to deconstruct rms perception of corporate identity, which is often hidden in corporate literatures. Taken together, these two approaches will give a deeper understanding of what corporate identity means.

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Conceptualization Organisations symbolism Organisations characteristics and rationale

Locus of analysis

Key issues (exemplars)

Visual identity

Corporate identity

Identity as the visual means of organisational self-presentation Organisations distinctive attributes addressing what the organisation is

Organisations identity Dening the characteristics of an organisation

Organisational characteristics

Collective OI

OI as the salient social identity of the individual Individual self-denition based on organisational membership Individual employees

Individual employees

Organisational identication

How to keep visual identity fashionable, updated, and appealing to audience How corporate identity can be communicated effectively to nurture positive corporate image, which in turn may lead to competitive advantage Identity-image interface Multiple types of image Identity-strategy interplay Interplay between identity and image Interplay between identity and strategy Multiplicity of identity Identity dissonance among stakeholders How to dene an organisation When and why is OI salient? Implication of OI for organisational behaviour When, how and why OI happens? What the antecedents and consequences are of organisational identication

Source: He and Balmer (2005, p. 11)

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Table II. Five perspectives of corporate identity

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4. Understanding the meaning of corporate identity 4.1 Understanding the meaning of corporate identity: the conceptual approach Under the conceptual approach, common and unifying chords of arguments from different schools of thoughts, paradigms and perspectives are identied and integrated. The core thesis under here is that the constituents of these schools of thoughts, paradigms, etc. are interrelated and are converging. By establishing the interrelationships in these models, we clarify the complexities in these models and establish an in-depth understanding of the meaning of corporate identity. 4.1.1 Point of convergence 1: the corporate identity mix. The corporate identity mix is a corporate marketing phenomenon composed of various approaches in which an organisations corporate identity is presented to stakeholders through symbolism, behaviour, corporate communications (van Riel and Balmer, 1997), structure and multidisciplinary phenomenon (Melewar and Jenkins, 2002). The elements constituting this mix are discussed below. 4.1.1.1 Symbolism: visual behavioural, strategic visual, design schools of thought; graphic design paradigm; visual identity perspective. Symbolism or corporate symbol is an important element within the corporate identity mix. It is that aspect of the mix, which communicates a rms corporate personality through visual means to stakeholders (Marwick and Fill, 1997). The notion of symbolism has been treated thoroughly under Balmers (1995b) visual, strategic visual, behavioural visual, design as fashion schools of thought as well as under van Riel and Balmers (1997) visual identity paradigm. It has also been addressed under He and Balmers (2005) collective organisational perspective. The visual, strategic visual, visual behavioural, design as fashion schools of thought (Balmer, 1995b) provides a unifying focus on the functional aspect of visuals. These schools address the use of visuals as a veritable means of conveying strategic messages about an organisations mission, vision (Balmer, 1995b) current and future activities (van Den Bosch et al., 2006) and essential values of a corporate brand (Urde, 2003). In addition, the schools agree on the use of visual as a method of communicating ideas about how fashionable (Balmer, 1995b) the organisation is. van Riel and Balmers (1997) graphic design paradigm which is dened synonymously with visuals agrees with Balmers (1995b) visual, strategic visual, visual behavioural, design as fashion schools, which advocate the functional use of visuals. van Riel and Balmers (1997) graphic design paradigm approaches the use of visuals as a veritable vehicle for conveying messages about the corporate mission, vision, etc. to stakeholders. Following Balmer (1995b) and van Riel and Balmer (1997), He and Balmer (2005) visual identity perspective conceptualised the role of visuals and its use. He and Balmer (2005) argued that among other things, visuals are used by organisation to help achieve identication, distinction and differentiation among stakeholders. Following the consensual argument that visuals are commonly used to communicate mission, vision, change, fashion, current, future activities, etc. it is reasonable to submit that Balmers (1995b) visual, strategic visual, behavioural visual, design as fashion schools of thought and van Riel and Balmers (1997) visual identity paradigm as well as He and Balmers (2005) visual identity perspective are converging. Figure 4 gives a graphic description of this relationship. 4.1.1.2 Behaviour: behavioural, culture and collective organisational identity. Behaviour relates to activities, actions, mannerisms, etc. of the internal members of

2-Convergence in behaviour Behavioural (Balmer, 1995b) Culture (Moingeon and Ramanantsoa, 1997) Collective organisational identity (He and Balmer, 2005)

Meaning of corporate identity

3
Corporate & Visual Communications

1
Visual identity Visual behavioural

2
Culture

Multidisciplinary
Symbolism Graphic design Design as fashion Strategic visual

+
Collective Organisational Identity

Behaviour Behavioural

Corporate Communications

Interdisciplinary (van Riel and Balmer, 1997) Corporate identityMultidisciplinary (He and Balmer, 2005)

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Integrated Corporate Communications

Symbolism
1-Convergence in visual and graphic design Visual behavioural (Balmer, 1995b) Strategic visual (Balmer, 1995b) Design as fashion (Balmer, 1995b) Graphic design (van Riel and Balmer, 1997) Visual identity (He and Balmer, 2005)

Behaviour

Corporate Communications
3-Convergence in corporate communications Corporate communications (Balmer,1995b) Integrated corporate communications (van Riel and Balmer, 1997)

Corporate Identity Mix

Point of total convergence

Figure 4. Points of literary convergence: corporate identity mix

an organisation. It is a key element in the corporate identity mix. It has been thoroughly addressed under Balmer (1995b) behavioural school of thought, Moingeon and Ramanantsoas (1997) French school of thought and He and Balmers (2005) collective organisational perspective. The behavioural school focuses on issues pertaining to organisational activities, actions, mannerisms and more importantly culture (Balmer, 1995b, p. 33). Culture from Moingeon and Ramanantsoas (1997) French school of thought provides a description of the way organisational members behave (Moingeon and Ramanantsoa, 1997), act and conduct themselves either formal or spontaneously (Melewar and Jenkins, 2002). Similarly, He and Balmers (2005) collective organisational perspective refers to the core features that characterise an organisation, particularly in relation to the ways that its members behave, act or conduct themselves. Given the common relationship unifying these theoretical conceptions, it can be argued that Balmers (1995b) behavioural phenomenon and Moingeon and Ramanantsoas (1997) notion of culture together with He and Balmers (2005) collective organisational perspective are not only related but in fact converging. Figure 4 shows a graphic description of this relationship. 4.1.1.3 Corporate communications: corporate communications and integrated corporate communications. Corporate communications are activities that translate a corporate identity into corporate image or corporate reputation (Dowling, 2001). The concept of corporate communications is addressed under Balmer (1995b) corporate communications school of thought as well as under van Riel and Balmers (1997) integrated communications paradigm. The corporate communication school of thought conceived corporate communication as an expression of organisational mission, vision, philosophy and essence in a multitude of ways. van Riel and Balmer (1997) agreed that the notion of integrated corporate communication advocates consistency in corporate communication of mission, vision, philosophy and essence. van Riels (1995) denition emphasises consistency. The two theories converge in their description of

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organisational expression of mission, vision, philosophy and essence. Figure 4 shows a graphic description of this relationship. 4.1.1.4 Multidisciplinary: multidisciplinary and interdisciplinary corporate identity paradigm. Multidisciplinary aspect of corporate identity (He and Balmer, 2005) refers to the emergent body of literature dominated by multiple schools of thought, multiple versions of corporate identity mix and multiple identity categorisations. Corresponding to this is van Riel and Balmers (1997) interdisciplinary paradigm, which expresses the extension of the corporate identity concept beyond the corporate identity mix. The key thesis here is that the multidisciplinary and interdisciplinary theories agree on the expansion of the constituents of the corporate identity concept beyond the traditional corporate identity mix or framework. The multidisciplinary and interdisciplinary theories are a conglomeration of numerous views on the meaning of corporate identity. It encapsulates different schools of thoughts, paradigms and perspectives of corporate identity. This argument creates a convergence between van Riel and Balmers (1997) interdisciplinary paradigm and He and Balmer (2005) multidisciplinary perspective. Figure 4 shows a graphic description of this relationship. 4.1.2 Point of convergence 2: corporate personality. 4.1.2.1 Corporate and internal personality: culture, organisational reality, collective organisational identity, strategy. According to Olins (1978, p. 212), corporate personality is the soul, the persona, the spirit, the culture of the rm manifested in some way. It is determined before the formation of the organisation (Abratt, 1989). Following Olins (1978) it may be argued that internal personality reects the development of internal workings and characteristics of the rm, which begins with the resolve by the promoters of an organisation on what the rm is to do, what it is to believe in and how the rm will operate (Abratt, 1989). Internal personality is constituted by what culture (Moingeon and Ramanantsoa, 1997) the organisation is to adopt, what would be real about the organisation (Cornelissen and Harris, 2001) or what is described as the internal characteristics or factual identity (van Riel and Balmer, 1997) or a rms internal personality (Cornelissen and Harris, 2001). It is also constituted by the strategy (Balmer, 1995a) deployed by the rm. These notions are converging with the conception of internal collective OI (He and Balmer, 2005). This has also been denoted as the internal characteristics, which dene the essence of a rm. It is constituted by internal factors such as corporate strategy (Balmer, 1995b) and philosophy (Topalian, 1984) which personify the internalities of a rm. Internal and corporate personality reects who or what the organisation is (Topalian, 1984); where it is going (Downey, 1986); how it is different (Gioia et al., 2000); what it does (Topalian, 1984); how it carries out its business; what it stands for (Topalian, 1984). These equally represent corporate personality or what Cornelissen and Harris (2001) describe as all the expression of the rm. This argument provides evidence to argue that the notions of culture, organisational reality, collective OI, which have been used in different contexts in literatures, are converging. Figure 5 shows a graphic description of this argument. The last few paragraphs claried the complexities surrounding the meaning of corporate identity from a conceptual lens. It argued that the elements constituting the

Meaning of corporate identity

Strategy

423
Collective Organisational Identity Corporate & Internal Personality Culture

Organisational reality

Figure 5. Corporate and internal personality: point of convergence

social theory models, which encapsulate common assumptions in theoretical perceptions of the meaning of corporate identity, are interrelated and converging. By establishing these relationships conceptually, a deeper understanding of the meaning of corporate identity is established. In the paragraphs that follow, further attempt is made to deepen the understanding of the meaning of corporate identity by deconstructing a corporate advertisement semiologically. Corporate advertisements are deployed on the recognition that it is a tool specially designed to convey messages appertaining to corporate personality (Topalian, 1984; Downey, 1986; Gioia et al., 2000) or all the expression of the rm (Cornelissen and Harris, 2001). These messages present a full picture of how corporate identity has been dened in literature. By deconstructing how rms perceive corporate identity, the complexities surrounding the meaning of corporate identity is claried and a deeper understanding of the meaning of this concept is established. 4.2 Understanding the meaning of corporate identity: the semiological approach 4.2.1 Semiology: its meaning and value. The term Semiology is derived from the Greek work semeion meaning signs (Hall, 1999). Semiology is the study of signs (Noth, 1995) in societies and the laws governing them (Chandler, 2007). Semiology addresses the role of signs as part of social life (de Saussure, 1983) and the formal doctrine of signs (Pierce, 1958). One major issue arising from this study is what value does the adoption of the semiotic method offer, which the conceptual study presented in the paragraphs above does not already, provide? While the conceptual study above furthers a scholarly understanding of the meaning of corporate identity through the development of a theoretical analysis, it however offers no real value to corporate identity and corporate communications managers. The conceptual model is limiting because it gives no recognition to industry perception of corporate identity. The semiological approach

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goes a step further. By deconstructing signs in corporate communication texts, the semiotic method, provides an insight into the views held by rms in relation to how corporate identity is perceived. Insight into practitioner views advances beyond the conceptual study because it allows researchers to explain in detail how the concept is conceived in practice. Furthermore, it aids managers understanding of how to manage a rms corporate identity. 4.2.2 The semiology process and the understanding of the meaning of corporate identity. Chandlers (2007) semiological process or semiotic method provides a stage by stage approach of how signs such as corporate identities are interpreted to produce meanings. In the paragraphs that follow, this method is described and empirically supported by the deconstruction of United Colors of Benettons (UCB) corporate advertisement. The deconstruction of this advertisement demonstrates how signs or corporate identity messages in a corporate advertisement are interpreted to generate meaning. These meanings or interpretations represent UCBs perception of what corporate identity means. This process and the generation of these meanings will enhance a better understanding of the meaning of corporate identity. 4.2.2.1 The semiotic method: (1) Stage 1: identify and describe the text. The main stages of the semiotic method are shown within Figure 6. The rst of these is to attach a copy of the text and identify its deciencies. Give a clear description of the text to enhance audience recognition. Describe briey the medium of the text, the genre it belongs and the genre in which it was found. (2) Stage 2: examine the nature of the vehicle (i.e. Vogue) carrying the advert. The nature of the vehicle carrying the advertisement is examined at this stage. This is discussed with reference to coverage, reach, target audience (i.e. the elite, high and low income earners, middle class), circulation gure, frequency of publication, history, reputation, ownership of this vehicle. (3) Stage 3: discuss the relationship between sign vehicle and type-token. Identify how the sign vehicle being analysed relates to the type-token distinction (i.e. whether) it is a text among many texts (i.e. a poster) or whether it is unique (e.g. actual painting). Additionally, it is useful to discuss how the text inuences the interpretation.

Identify text

Nature of vehicle

Relationship between vehicle and type token

Choice of text

Identify Signifiers and signifieds

Figure 6. The ve stage semiotic process

Stage one

Stage two

Stage three

Stage four

Stage five

(4) Stage 4: discuss the reasons why the text was chosen. Determine the important signiers in the text, what they signify and the system within which the sign makes sense. (5) Stage 5: identify the signiers and the signied in the advertisement. The signiers are material vehicles (Hall, 1999) or the physical parts of the sign (i.e. corporate logo, body copy or written words, slogan, picture). The signied the mental concept to which these signiers refers (de Saussure, 1974) is fully analysed at this stage. The signieds provides useful insight into stakeholder perception of who or what UCB is; where it is going; how it is different; what it does; how it carries out its business; what it stands for. These characteristics provide an embodiment of the meaning of corporate identity. More importantly, it enhances a better understanding of the meaning of corporate identity from a practice point of view. 4.2.2.2 Case study the deconstruction of UCBs corporate advertisement via the semiotic method: (1) Stage 1: identify and describe the text. Figure 7 is a copy of the corporate advertisement syndicated in Vogue fashion magazine by UCB in June 1990. It is a half-page advertisement with a white background. The advertisement contains a woman of black African origin standing and wearing a red long sleeve cardigan. The picture fully exposes the womans right breast, which is rm, with a pointing nipple. The woman carries and breastfeeds a white naked Caucasian baby of less than 12 months old. The baby (lying comfortably in the arms of the woman) facing the womans left breast. The baby rests his/her closed left hand on the upper section of the left breast, suckling milk from the left nipple. UCBs corporate logo (designed with word-marks using Arial-like

Meaning of corporate identity 425

Source: http://www.investis.com/il/images/benetton/2545.jpg (c) Copyright 1989 Benetton Group S.p.A; Photo: Oliviero Toscani. Reproduced with the permission of Benetton

Figure 7. Breastfeeding UCBs corporate identity advertisement

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(2)

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(3)

(4)

(5)

typeface upper case letters in a white colour on a green background) is printed on the top right section of the advertisement. Stage 2: examine the nature of the vehicle (i.e. Vogue) carrying the advert. This campaign has appeared in Vogue (the vehicle, which carried this advertisement in some of its edition in the 1990s). Vogue is read globally and is the worlds most famous fashion monthly magazine, which helps to enshrine fashion, modelling, luxury, celebrity and style (Weber, 2006). Vogue is a privately owned and prot-oriented magazine with a circulation gure of over 1.2 million (Fortini, 2005). Given that Vogue is read all over the world, there is a high chance that UCBs corporate identity message will be successfully conveyed to an international audience of over a million people. Stage 3: examine the purpose of analysing the text. The purpose of analysing this corporate advertisement is to deconstruct UCBs corporate identity. The deconstruction of this corporate advertisement will give insight into the rms corporate personality (Topalian, 1984; Downey, 1986; Gioia et al., 2000). Importantly, the deconstruction of this advertisement provides insight into how UCB dened or perceived the meaning of corporate identity. Stage 4: discuss the reasons why the text was chosen. UCBs corporate advertisement was chosen given its objective to build awareness about what it stands for: racial harmony (Ganesan, 2002). These objectives relates directly to the aim of analysing the chosen advertisement in stage two. Stage 5: identify the signiers and the signieds in the advertisement. This advertisement contains four main signiers with four corresponding signieds as outlined in Table III. The rst is UCBs corporate logo (the signier), which is likely to create the notion of a fashion and garment rm (the signied) in the mind of stakeholders. The second is the red long sleeve cardigan (the signier), which is mostly worn by mothers. The cardigan may create the concept of mothering (the signied) in minds of stakeholders. The third signier is a combination of the rm breast, pointing and aroused nipple. This may in essence trigger the conception of sex and breastfeeding (the signieds) at the

Signiers UCB corporate logo Red long sleeve cardigan Firm breast, pointing and aroused nipple Black woman breastfeeding a white Caucasian baby Table III. UCBs signiers and signieds Red, white, green and black colors in advertisement Syndication of advertisement in The Economist

Corresponding signieds A fashion and garment rm Unity Mothering Sex Breastfeeding Slavery Wet-nursing Racial harmony Creates a t with the word color in UCBs name Multinational/international rm Successful rm

same time among stakeholders. Similarly, the fourth signier could be described as a woman of black Africa origin, breastfeeding a white Caucasian baby. The corresponding signieds may give the notions of slavery, wet-nursing and unity among different races of the world or racial harmony. 4.2.2.3 Value of semiotic method. The use of the semiotic method helps in clarifying the complexities surrounding the meaning of corporate identity and it gives insight into how the concept is approached by businesses. Although the use of conceptual theory (above) and social theory models (i.e. schools of thought, paradigms, metaphors, perspectives) might have enhanced the development of conceptual literature, forged an understanding of the meaning of corporate identity and galvanised attention to corporate identity, the semiotic method adds to the development of corporate identity theory by providing a process model, which provides a detailed framework of how the meaning of corporate identity can be deconstructed. In addition, the semiotic method may be useful when there is a need to analyse and deconstruct competitor signals. 5. Summary and conclusion This paper was drawn to examine how the meaning of corporate identity (one of Balmers 6Cs of corporate marketing) could be better understood whilst also addressing how the deconstruction of one of the other elements (i.e. communications: corporate advertising) could provide deeper insight into the meaning of corporate identity. This objective was addressed through the development of two conceptual models and the deconstruction of a corporate advertisement via the semiotic process. The conceptual approach contributes to corporate marketing literature by integrating various theoretical approaches which had previously compartmentalised the meaning of corporate identity, thus indicating how these compartments interrelate. For instance, the visual behavioural, strategic visual, design schools of thought (Balmer, 1995b); graphic design paradigm (van Riel and Balmer, 1997); visual identity perspectives (He and Balmer, 2005) were drawn together and interpreted as symbolism. The behavioural school of thought (Balmer, 1995b) organisational culture (Moingeon and Ramanantsoa, 1997) and collective organisations perspective (He and Balmer, 2005) were integrated and interpreted as behaviour. Similarly, integrated corporate communications school of thought (van Riel and Balmer, 1997) and Balmers (1995b) corporate communications school of thought were brought together and interpreted as corporate communications. The multidisciplinary perspective (He and Balmer, 2005) and the interdisciplinary school of thought (van Riel and Balmer, 1997) were interpreted as multidisciplinary phenomenon. This perspective embodies the three constructs (symbolism, behaviour and corporate communications) that make the conceptual model. Importantly, these components conrm the elements that make up the corporate identity mix (van Rekom et al., 1991). Culture (Moingeon and Ramanantsoa, 1997), organisational reality (Cornelissen and Harris, 2001) collective OI perspective (He and Balmer, 2005) and strategy school of thought (Balmer, 1995b) were drawn and interpreted as corporate personality. The semiological approach also contributes to the corporate marketing literature by giving insight into a rms perception of the meaning of corporate identity. This is achieved via the deconstruction of a corporate advertisement which often express who or what the organisation is (Topalian, 1984); where the rm is going (Downey, 1986);

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how it is different (Gioia et al., 2000); what the rm does (Topalian, 1984); how the rm carries out its business; what it stands for (Topalian, 1984). The use of this method (for instance) revealed who/what UCB is and what UCB stands for (Table IV). These expressions conrm that corporate identity refers to who/what UCB is and what UCB stands for. The deconstruction of other advertisements via a semiological approach may also indicate or conrm that corporate identity refers to where the rm is going; how the rm is different; what the rm does; how the rm carries out its business. In practice, the value and importance of deconstructing a corporate identity advertisement through the deployment of a semiotic method is that it gives the sponsor of the advertisement a deeper insight into what meanings stakeholders are likely to make of corporate advertisements and it is also likely to provide hints for sponsors of the various misconceptions, which stakeholders may develop from these advertisements. Corporate identity advertisements, which are designed to express the positive aspect of the rms corporate identity, are often misinterpreted by stakeholders. Therefore, it is important to gain insight into what meanings stakeholders are likely to make of the corporate identity in these advertisements. For example, UCBs black woman-white baby advertisement (Figure 7), which was aimed at expressing racial harmony was misinterpreted causing uproar among African Americans. According to Ganesan (2002, p. 56) the black woman-white baby advertisement received severe criticism because many thought that UCB reminds blacks in the USA and the UK of the times of slavery when black women breast-fed white babies. The advertisement was ill conceived as a reversion to the era of slavery when blacks were ill treated. The lesson from the UCBs corporate identity advertisement is that meanings are developed by stakeholders from all corporate advertisements and that messages are

Signiers UCB corporate logo

Signieds that UCB wish to create in the minds of stakeholders A fashion and garment rm Unity Racial harmony

Meaning of corporate identity/expressed corporate identity Who/what the rm is What the rm stands for

Possible signieds in the minds of external stakeholder Fashion rm Picture printing rm Photocopying store Slavery Wet nursing Non-governmental organization Red: danger White: innocence Green: protection of habitat Black: devil/mourning Multinational/international rm Successful rm

Black woman breastfeeding a white Caucasian baby Red, white, green and black colors in advertisement Table IV. UCBs signiers, signieds and the meaning of corporate identity

Racial harmony

What the rm stands for

Syndication of advertisement in The Economist

Multinational/international Who/what the rm rm is Successful rm

prone to interpretations in excess of what rms originally meant to communicate. It is therefore important to engage the use of semiotic analysis and external semioticians who can give expert and independent views on what meanings stakeholders are likely to draw from these corporate advertisements.
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Fortini, A. (2005), Dening Vogues evil genius: the brilliance of Anna Wintour, available at: www.slate.com/id/2113278 (accessed 10 May 2007). Ganesan, S. (2002), Benetton group: unconventional advertising, Global CEO, November, pp. 53-9. Gioia, D.A., Schultz, M. and Corley, K. (2000), Organisational identity, image and adaptive instability, Academy of Management Review, Vol. 25 No. 1, pp. 63-81. Gotsi, M. and Wilson, A. (2001), Corporate reputation: seeking a denition, Corporate Communications: An International Journal, Vol. 6 No. 1, pp. 24-30. Gutjahr, G. (1995), Corporate identity analyse und therapie, in Birkigt, K., Stadler, M.M. and Funck, H.J. (Eds), Corporate Identity: Grundlagen, Funktionen, Fallbeispiele, Verlag Moderne Industrie, Landsberg/Lech. Hall, S. (1999), Representation: Cultural Representations and Signifying Practices, Sage, Thousand Oaks, CA. He, H. and Balmer, J.M.T. (2005), Identity studies: multiple perspectives and implications for corporate-level marketing, Working Paper No 04/05, Bradford School of Management, University of Bradford, Bradford. Larcon, J.P. and Reitter, R. (1979), Structures de pouvoir et identite de lenterprise, Nathan, Paris. Mael, F. and Ashforth, B.E. (1992), Alumni and their alma mater: a partial test of the reformulated model of organisational identication, Journal of Organisational Behaviour, Vol. 13 No. 2, p. 103. Marwick, N. and Fill, C. (1997), Towards a framework for managing corporate identity, European Journal of Marketing, Vol. 31 Nos 5/6, pp. 396-409. Melewar, T.C. and Jenkins, E. (2002), Dening the corporate identity construct, Corporate Reputation Review, Vol. 5, pp. 76-90. Moingeon, B. and Ramanantsoa, B. (1997), Understanding corporate identity: the French school of thought, European Journal of Marketing, Vol. 3 Nos 5/6, pp. 383-95. Noth, W. (1995), Handbook of Semiotics, Indiana University Press, Bloomington, IN. Olins, W. (1978), The Corporate Personality: An Inquiry into The Nature of Corporate Identity, Design Council, London. Pierce, C.S. (1958), in Hartshorne, C., Weiss, P. and Burks, A.W. (Eds), Collected Writings (8 Vols.), Harvard University Press, Cambridge, MA. Pilditch, J. (1970), Communication By Design: A Study In Corporate Identity, Maidenhead Edition, McGraw-Hill, London. Ramanantsoa, B. (1989), Histoire Et Identite De Lentreprise, Revue Francaise De Gestion, Janvier/Fevrier, pp. 107-11. Schmitt, B. and Simonson, A. (1997), Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image, The Free Press, New York, NY. Selame, E. and Selame, J. (1975), The Company Image, Wiley, New York, NY. Topalian, A. (1984), Corporate identity: beyond the visual overstatements, International Journal of Advertising, No. 3, pp. 55-62. Urde, M. (2003), Core value-based corporate brand building, European Journal of Marketing, Vol. 37 Nos 7/8, pp. 1017-40. van Den Bosch, A., Elving, W.J.L. and de Jong, M.D.T. (2006), The impact of organisational characteristics on corporate visual identity, European Journal of Marketing, Vol. 40 Nos 7/8, pp. 870-85.

van Rekom, J., van Riel, C.B.M. and Wierenga, B. (1991), Corporate identity. Van vaag concept naar hard feitenmateriaal, working paper, Corporate Communication Centre, Erasmus University, Rotterdam. van Riel, C.B.M. (1995), Principles of Corporate Communication, Prentice-Hall, London. van Riel, C.B.M. and Balmer, J.M.T. (1997), Corporate identity: the concept, its measurement and management, European Journal of Marketing, Vol. 31 No. 5, pp. 340-55. Weber, C. (2006), Fashion-books: review of In Vogue: the illustrated history of the worlds most famous fashion magazine (Rizzoli ), New York Times, December 3. Further reading Balmer, J.M.T. (1998), Corporate identity and advent of corporate marketing, Journal of Marketing Management, Vol. 4, pp. 963-96. Balmer, J.M.T. (2001), Corporate identity, corporate branding, and corporate marketing: seeing through the fog, European Journal of Marketing: Special Edition on Corporate Identity and Corporate Marketing, Vol. 35 Nos 3/4. Cheney, G. (1991), Rhetoric in an Organisational Society: Managing Multiple Identities, University of South Carolina Press, Columbia, SC. Cheney, G. (1992), The corporate person (re) presents itself, in Toth, E.L. and Heath, R.L. (Eds), Rhetorical and Critical Approaches to Public Relations, Lawrence Erlbaum Associates, Hillsdale, NJ, pp. 165-85. Christenssen, L.T. and Askegaard, S. (2001), Corporate identity and corporate image revisited-a semiotic perspective, European Journal of Marketing, Vol. 35 Nos 3/4, p. 292. Gioia, D. and Thomas, J. (1996), Identity, image, and issue interpretation: sensemaking during strategic change in academia, Administrative Science Quarterly, Vol. 41, pp. 370-403. Heath, R.L. (1994), Management of Corporate Communication: From Interpersonal Contacts to External Affair, Lawrence Erlbaum Associates, Hillsdale, NJ. Lux, P. (1986), Zur durchfuhrung von corporate identity programmen, in Birkigt, K. and Stadler, M. (Eds), Corporate Identity, Grundlagen, Funktionen, Fallspielen, Verlag Moderne Industrie, Landsberg am Lech. Marzilliano, N. (1998), Managing the corporate image and identity: a borderline between ction and reality, International Studies of Management and Organisation, Vol. 28 No. 3, pp. 3-11. Melewar, T.C. and Karaosmanoglu, E. (2006), Seven dimensions of corporate identity: a categorisation from the practitioners perspectives, European Journal of Marketing, Vol. 40, pp. 846-68. Olins, W. (1989), Corporate Identity: Making Strategy Visible Through Design, Thames and Hudson, London. Olins, W. (1995), The New Guide To Identity, Gower, Aldershot. Podnar, K. (2005), Corporate identity in Slovenia, Corporate Communications, Vol. 10 No. 1, p. 59. About the authors Olutayo B. Otubanjo is a Marketing Tutor at Brunel University, London where he is also completing a PhD on Industry construction of the meaning of corporate identity. He has presented a number of papers on corporate identity and corporate reputation at international conferences in the United Kingdom. He was for a few years an Account Executive at CMC Connect Lagos (Nigeria) where he managed corporate identity assignments for leading multinational corporations such as Coca-Cola Enterprises, Microsoft, UPS, SAP, Peugeot,

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Accenture, WorldSpace Corporation. He holds a MSc in marketing, a Postgraduate Diploma in Journalism and a BSc in accounting. E-mail: olutayo.otubanjo@brunel.ac.uk T.C. Melewar is Subject Leader, marketing, Brunel Business School, Brunel University London. He has previous experience at Warwick Business School, University of Warwick, MARA Institute of Technology in Malaysia, Loughborough University, UK and De Montfort University, UK. He teaches marketing communications and has taught a range of undergraduate, MBA and executive courses in marketing. He has consulted for a number of companies such as Nestle Safeway, Corus and Sony. He is a Visiting Professor at Groupe ECS Grenoble, France and Humboldt University, Berlin, Germany. His research interests are global corporate identity, corporate branding, corporate reputation, marketing communications and international marketing strategy. T.C. Melewar is the corresponding author and can be contacted at: t.c.melewar@brunel.ac.uk

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