Chapter 7Public relations and corporate identity
Chapter Aims
Identity is a socially and historically constructed concept, a means of describing an individual or group based on criteria such as gender, social class, age, sexual orientation, race and ethnicity and is connected to issues of power, value systems and ideology. Corporate identity then, could be argued as being a corporate construction, whereby organisations seek to represent themselves in particular ways to be associated with strategically important characteristics, values and beliefs because a strong corporate identity and positive corporate image are believed to deliver tangible bottom-line benefits. This chapter will explore the meaning of corporate ...
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