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

Given the downward but persistent trend in the use of animal marks in today‘s business environment coupled with the
scarce academic literature on this topic, this paper addresses this subject. Specifically, the study examines how
corporate logos with animal marks create and institutionalize meanings. This objective is achieved by deconstructing
old fashioned animal marks inscribed in corporate logos of business organizations, especially those in financial sector.
The paper opens with a review of literature with emphasis on a conceptual analysis on how business organizations
create and institutionalize meanings through animal marks. The argument presented in this regard is anchored on
McCracken (1986) modified theory of meaning transfer. The second part of this paper presents a three phase
interpretive methodological framework grounded on literary criticism, semiotic method and interpretive interviews. The
paper continues in the third part with the deconstruction of corporate logo of First Bank of Nigeria Plc and Union Bank
of Nigeria Plc; using the instruments suggested under the methodological framework. Findings from the study are
discussed in part four. Finally, the paper is concluded in part five.
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