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Design Management Journal, Vol. 6, No. 1, Winter 1995

Article:

Corporate Identity: The Power and the Paradox

By John M. T. Balmer, Faculty Member, University of Strathclyde Business School

In the real world, the emphasis on corporate identity as a factor in business success is expanding significantly. Academic interest in the subject, however, remains modest. This leaves a gap that, in John Balmer's analysis, creates misunderstandings about both the meaning and contributions of identity. To resolve basic questions, Balmer outlines seven schools of thought regarding identity and posits a definition that relates the internal and external dimensions of identity to the fundamental objectives of creating a favorable corporate image and customer loyalty.


Keywords: Corporate Identity, Research/Survey Results, Corporate Culture, Corporate Identity/Voice



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This document was last updated January 7, 1997.



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