Significance of corporate brand identity in today’s competitive business environment.

Identity has rapidly become the keystone of one of the most valuable areas of study in recent years: corporate marketing. This term enables the basis for various concepts, such as corporate brand identity. This identity type includes particular values and features that, linked to the corporate brand, represent a business and the products provided to the market.

Corporate brand identity is largely considered as a powerful strategic tool and a major source of bearable competitive advantages, which provides various benefits to the businesses. Its management, implicit as a detailed interpretation of the multiple dimensions that need to be internally managed and supervised by a business, is important as corporate brand identity precedes and represents the basis for brand image. In general, because of its increasing significance, some authors have included this concept as a key element of the revised marketing model.

Irrespective of the important of corporate identity management in recent times, there is not an extensive research that empirically discovers this strategic. Till date, earlier studies have primarily focused on the meaning and conceptualisation of this concept. Thus, many authors support further exploration of the empirical influence of its management.

Besides this, study on corporate brand identity management has generally focused on the sentiments and perceptions of brand leaders, consultants and others experts of a corporate branding agency London. Notwithstanding the literature has mainly understood the important role of employees in brand success, few works have embraces the viewpoint of employees in their studies. This concern is particularly important in the services sector, as employees exemplify the services brands and their performance brings brand promises to life.

In regard to the services sector, the research of corporate brand identity management is especially pertinent in the banking domain, which has been particularly damaged by the economic and financial downtime. In addition to the financial issues, the banking sector has recently encountered lessening consumer trust and confidence. In this case, a survey developed in the UK by a leading corporate branding agency in London revealed that a superior percentage of customers, almost 40%, were totally detached with their banks, whereas a 69% asserted that there are no clear differences among the banks (McEwen, 2010). In this case, it is important to reinstate customers’ trust and confidence, trying to convey a positive and lucid image with the heart of the organisation. It is in this complicated process where corporate brand identity management and the role played by employees are vital.

The objective of this research is, thus, to get a detailed understanding of the effects of corporate brand identity management. To attain this objective, corporate brand identity management is discovered from the employees’ perspective in a sector of higher interest, the UK banking sector. In addition to this, the research examines the association between corporate brand identity management and employees’ attitudes and behaviours. Precisely, it evaluates the effect of identity management on employees’ commitment to the business, as well as the influence that such pledge has on their brand presentation and satisfaction.

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Created on Nov 1st 2018 06:23. Viewed 510 times.

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