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

CSR are the ideals and ethics of corporations. Thus, it is argued that ethics, as a doctrine or philosophy, acts as a bridge
to the concepts of CI and CSR. Hence, understanding the ethical dimension associated with CI allows researchers an
insight into how corporations seek to behave responsibly (Fukukawa et al., 2007). In terms of theoretical development,
there is ‗real merit‘ in examining ethics and CSR through the lens of the constructs of CI since the ethical dimension
associated with CI represents a facet which reflects the reality of the corporation: who the organisation is and what it
stands for.
Therefore, this research aims to:
Explore the meaning of the concept of CI.
Gain insights into the nature of CSR and business ethics.
Explore the relationship between CI and CSR; how CSR is articulated in CI,and; the way business ethics
interfuses with CI and CSR.
Method
The study deployed a qualitative approach, using semi-structured depth interviews with 24 individuals from fourteen
multinational companies in the UK, as well as with three public relations (PR) agency executives who worked closely
with these firms in related areas.
Interviews were aimed at senior managers responsible for the CI mix (van Riel and Balmer, 1997), as well as CSR
management. These included three interviewees holding a marketing position, nine from communications, nine in the
domain of CSR, one from general management, and three directors of public relations (PR) agencies.
The companies involved in the study came from a broad spectrum of industries, including one automotive, one bank,
one broadcasting, five food & beverage, three food & drug, one healthcare, one IT, one telecommunications, one
tobacco and three PR consultancies.
The interview sample was chosen purposively and an interview schedule designed and followed to guide the interviews
and gain insights about research objectives. This study utilized Nvivo8, a computer-assisted qualitative data analysis
software (CAQDAS), in analysing the data.
Major Findings
The findings revealed both partial views of the meaning of CI, i.e. corporate logo and other forms of symbolism used by
the organisation; corporate image; and corporate reputation and/or corporate values, as well as a more comprehensive
and broader view of the concept of signposting ‗what the organisation is/what it stands for‘, thus, reflecting a
multidisciplinary perspective encompassing internal and external orientation of a wide array of elements which
represented the identity of the organisation.
The findings provided evidence that CI and CSR were fundamentally connected. CSR initiatives were apparently
integrated into what organisations do (i.e. buying, selling, hiring, firing etc) and manifested through one or more
elements of corporate identity mix including corporate behaviour, corporate culture, values, history, founder of the
organisation, mission statement, and communications.
Business ethics was recognised as a prerequisite and essential element of CSR, which also encompassed economic,
legal, environmental and social responsibilities.
Most interviewees from the various industries revealed that CSR was central to their organisational values, where
sustainability as well as ethical values (i.e. honesty and trust) were pillars of organisational values and embedded in
cultures. In addition, CSR initiatives were aligned to the overall mission/aim of corporations, and embraced through
corporate communications which reflected the inherent values of organisations encompassing sustainability and social
responsibility that underpinned the delivered messages.
Importantly, CSR activities were considered a facet of corporate behaviour which together with managers‘ and
employees‘ behaviour; their interactions with each other and with the public, were important elements in shaping CI
and representing the personality of the brand/corporation that underpinned and supported the portrayal of the
organisation.
Implications
The key implication of this study is that it potentially charts new directionality in both theory and practice and extends
the current discourse on CSR and CI studies. For practitioners, this could enable organisations to engage more actively
in CSR and ethics programmes to ensure that not only do they comply with regulations but also that their CI is one
which is favourable to its stakeholders and commercial environment (Cornelius et al., 2007). Based on these nascent
qualitative findings, a major positivist study will be undertaken in Spring 2011, to test a series of hypotheses relating to
CI, CSR, and business ethics.
References:
1. Atakan, M. and Eker, T. (2007) Corporate Identity of a Socially Responsible University - A Case from the Turkish Higher Education Sector.
Journal of Business Ethics 76: 1, pp. 55.
2. Balmer, J. and Wilson, A. (1998) Corporate identity: there is more to it than meets the eye. International Studies of Management and
Organisations 28: 3, pp. 12–31.
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