Brand, Identity and Reputation: Exploring, Creating New Realities ...

A strategic investigation into the notion of corporate identity in the non-profit sector: a case study of Greenpeace
Switzerland
T C Melewar, Brunel University, U.K.
Armin Ledergerber, Zurich University of Applied Sciences, Switzerland
In recent years the interest on corporate identity has significantly increased. Firms have realized the strategic value of a
strong corporate identity and its importance for competitive advantage. Corporate identity can help companies align
themselves with the marketplace, attract investment, motivate employees and it also serves as a means of differentiating
their products and services from the competing brands (Melewar & Karaosmanoglu, 2006). Interestingly, nongovernmental
and non-profit organisations have became more aware of the management of their identity due to
increased competition in this sector (Balmer & Gray, 2000). Melewar and Jenkins (2002) have developed the corporate
identity model which consists of the constructs namely, communication and visual identity, behaviour, corporate culture
and market conditions. The recategorisation of Melewar‘s corporate identity dimensions by Melewar and
Karaosmanoglu (2006) lead to a concept with seven categories that is more comprehensive and thorough. This model
will be used as a framework for analysing the role of corporate identity in the non-profit sector.
The main objective of this paper is to analyze issues of corporate identity within the context of the model presented by
Melewar and Karaosmanoglu (2006) using Greenpeace Switzerland as a case study. Several secondary and primary
sources were used to generate the data. The main secondary resource was company literature, including content from
Greenpeace-related websites, the organisation‘s profile document and press releases. Primary research included
discussions and personal interviews with Greenpeace management and staff.
Greenpeace was founded in 1971 in Vancouver. The Swiss office opened in 1984. Now, Greenpeace is present in more
than 40 countries. The organisation exists to expose environmental criminals, to challenge government and corporations
when they fail to live up to their mandate to safeguard the environment and the future (Greenpeace International, 2010;
Greenpeace Switzerland, 2010).
Greenpeace Switzerland communicates over various channels with a wide range of media to all kind of stakeholders.
Uncontrolled communications takes place by campaigns of their large support community or their local groups. The
organisation encourages also their members to participate with their voice on the ongoing communication to relevant
issues. Inspite of a stringent central command, the application of the communication and design guidelines is not
possible. The brand recognition works due to the strong awareness level in Switzerland.
The worldwide shared fundamental values, beliefs and intentions as well as the common history are strong elements of
the corporate culture and serve as a driving force for the cohesion between the mother organisation, the local offices and
their numerous members. The corporate culture also influences the behaviour of the organisation and their members by
following the credo of radical, non-violent and international coordinated actions. This cultural behaviour is often in
contrast to other non-profit and non-governmental organisations acting in the same field. Greenpeace is different from
those organisations by following the strategy of non-violent campaigning combined with public relations activities.
In conclusion, the case study about Greenpeace gives an insight into an organisation interacting heavily with its
members and the public and shows how such an open system behaves in terms of the seven dimension of corporate
identity.
References
Balmer, J. M. T., & Gray, E. R. (2000). Corporate identity and corporate communications: creating a competitive advantage. Industrial and
Commercial Training, 32(7).
Greenpeace International. (2010). About Greenpeace. Retrieved February 9, 2010, from http://www.greenpeace.org/international/about
Greenpeace Switzerland. (2010). Organisation. Retrieved February 9, 2010, from http://www.greenpeace.ch/de/ueber-uns/organisation/
Melewar, T. C., & Jenkins, E. (2002). Defining the corporate identity construct. Corporate Reputation Review, 5(1), 76-90.
Melewar, T. C., & Karaosmanoglu, E. (2006). Seven dimensions of corporate identity: A categorisation from the practitioners' perspectives. European
Journal of Marketing, 40(7/8), 846-869.
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