Understanding the meaning of corporate identity a conceptual and semiological approach

Understanding the meaning

of corporate identity: a conceptual

and semiological approach

B. Olutayo Otubanjo and T.C. Melewar

Brunel Business School, Brunel University, London, UK

Abstract

Purpose – The purpose of this paper is to attempt to examine how corporate identity (one of the
elements of Balmer’s 6Cs of corporate marketing) could be better understood, whilst also addressing
how the deconstruction of one of the other elements (i.e. communications: corporate advertising) could
provide deeper insight into what corporate identity truly means.
Design/methodology/approach – This paper examines various theoretical approaches which
have compartmentalised the meaning of corporate identity. It also highlights how these compartments
interrelate. The paper introduces the semiotic method and illustrates how this method could
deconstruct firms’ perception of corporate identity.
Findings – Two conceptual models and a semiotic method process were contributed. The first model
reveals three main constructs of corporate identity, namely symbolism, behaviour, and corporate
communications, and the second model reveals the corporate personality construct. The semiotic
method reveals the positioning of corporate identity as a corporate personality construct.
Originality/value – This paper provides a better understanding of the meaning of corporate identity
by developing two conceptual models and a semiotic method. The conceptual models provide an
analysis of how various theoretical approaches which have compartmentalised the meaning of
corporate identity interrelate. The semiotic method provides a stage-by-stage process of how a firm’s
perception of corporate identity is deconstructed. The conceptual models and the semiotic method give
a better understanding of the meaning of corporate identity.

Keywords Corporate identity, Perception

Paper type Conceptual paper

1. Introduction
The concepts of corporate identity, corporate communications, stakeholder
management, corporate branding, corporate reputation, and organisational identity
(OI) which constitute Balmer’s (2006) corporate marketing paradigm have attracted the
interest of scholars and practitioners in the last 50 years (Balmer and Greyser, 2006). A
table outlining Balmer’s corporate marketing mix can be seen in Table I. The
highlighted text indicates the elements investigated in this paper.

Perhaps, more captivating, enchanting and enthralling is the rising volume of social

theory models (He and Balmer, 2005; de Chernatony, 2001; Gotsi and Wilson, 2001)
which were drawn to address the ambiguities that beset the meaning of these concepts.

Although these models have both amplified the corporate identity literature and

provided comprehensive insight into authors’ perception of the concept, it would also
appear that several terminologies which are similar in nature have been fragmented
and addressed as if they were different. This (if unchecked) may create ambiguity for
scholars. Also, these models appear to take no cognisance of firms’ perception of the
concept.

The current issue and full text archive of this journal is available at

www.emeraldinsight.com/1356-3289.htm

CCIJ
12,4

414

Corporate Communications: An
International Journal
Vol. 12 No. 4, 2007
pp. 414-432

q Emerald Group Publishing Limited
1356-3289
DOI 10.1108/13563280710832542

Against this backdrop, an attempt is made to address primarily how the meaning of
one of the elements of Balmer’s (2006) 6Cs (i.e. corporate identity) of corporate
marketing could be better understood, whilst also examining how the deconstruction of
one of the other elements (i.e. communications – in this case via corporate advertising)
can additionally provide greater insight into the concept. This objective will be
achieved in two ways. First is to examine the various theoretical approaches which
have, to some extent, compartmentalised corporate identity, whilst also highlighting
how these compartments interrelate. The second element (communications) will be
explored from a semiological perspective, which can aid with the deconstruction of a
firm’s perception of corporate identity.

2. The meaning of corporate identity: a review of existing models
Theoretical literature presents several corporate marketing theories that give insight
into the meaning of corporate identity. While the debate over the meaning of the
concept raged, several authors (Balmer, 1995b; van Riel and Balmer, 1997; Cornelissen
and Harris, 2001; He and Balmer, 2005; Moingeon and Ramanantsoa, 1997) turned to
social theory models to address the subject. These models are discussed below.

2.1 Balmer’s (1995b) seven schools of thought on corporate identity
Balmer (1995b) explained the meaning of corporate identity using seven schools of
thought namely strategic, visual, strategic-visual, behavioural, visual behavioural,
corporate communications, visual communications and design-as-fashion (Figure 1).
The strategic school represents the articulation of corporate mission and philosophy
and the strategic-visual school relates to strategic change through visual means.
Similarly, the idea behind the behavioural school concerns the nurturing of a distinct
cultural mix and the visual-behavioural school represents the need to communicate an
organisation’s distinct culture visually. The corporate communications school
highlights the need to convey the organisation’s mission and philosophy through
formal corporate communications and the visual communication school emphasises
the communication of the mission visually. The designer-as-fashion school advocates
the need to keep visual elements fashionable.

2.2 van Riel and Balmer’s (1997) three perspectives on the meaning of corporate
identity
van Riel and Balmer (1997) developed three disciplinary paradigms namely “graphic
design” “integrated corporate communications” and “interdisciplinary” to explain the

The 6Cs

Sub-paradigms within the corporate
marketing mix

Expressed corporate
marketing messages

Character

Corporate identity

What we indubitably are

Communications

Corporate communications

What we say we are

Constituencies

Marketing and stakeholder management

What is promised and expected

Convenant

Corporate brand management

Who/what the firm is

Conceptualisations

Corporate reputation

What we are seen to be

Culture

What we feel we are

Source: Balmer and Greyser (2006). An earlier version of the 6C’s also appears in Balmer (2006)

Table I.

Balmer’s 6Cs of corporate

marketing

Meaning

of corporate

identity

415

meaning of corporate identity. These authors ascribed the graphic design paradigm to
authors that view corporate identity as a visual phenomenon (Pilditch, 1970) and
theorised works that positioned corporate identity as visual and non visual
presentation of organisational characters as integrated communications paradigm
(Bernstein, 1986; van Riel, 1995). Authors (Ramanantsoa, 1989; Alessandri, 2001;
Melewar and Jenkins, 2002) that approach the concept from interdisciplinary
perspectives (i.e. behaviour, symbolism, organisational imagery, history, market
conditions, strategy, etc.) were described as the interdisciplinary paradigm.

2.3 Moingeon and Ramanantsoa (1997) French school of thought
Moingeon and Ramanantsoa’s (1997) French school integrate viewpoints that position
identity as corporate personality (Olins, 1978) and culture (Allaire and Firsirotu, 1984)
(Figure 2). The French school of thought also incorporates viewpoints that position
corporate identity as internal images or organisational image (Dutton and Dukerich,
1991). Quoting Larc¸on and Reitter (1979), Moingeon and Ramanantsoa (1997, p. 385)
argued that the French school of thought conceives corporate identity as a “set of
interdependent characteristics of the organisation that give it specificity, stability and
coherence” thus making it identifiable, distinct and unique. The French school of
thought advocates the need to move beyond the descriptive level of corporate identity,
to arrive at the level of explanation. Moving beyond this level of description allows
advancement in corporate culture with an in-depth analysis of corporate identity
(Moingeon and Ramanantsoa, 1997).

Figure 1.
Balmer’s (1995b, p. 37)
schools of thought on
corporate identity

Strategic
focus

Cultural focus

Communications
focus

Fashionability
focus

Organisation’s
internal and
external
stakeholders

Source: Balmer (1995b, p. 37)

1-The Strategic
School: Articulation
of corporate
mission and
philosophy

2-The Strategic
Visual School:
effecting strategic
change through
visual means

4-The Visual
Behavioural
School:
communicating
visually the
organisation’s
distinct culture

3-The Behavioural
School: nurturing a
distinct
organisational
culture

5-The Corporate
Communications School:
communicating the
organisation’s mission and
philosophy through formal
corporate communications
policies

6-The Strategic
Communication School:
communicating the
organisation’s mission
and philosophy visually

The Design as
Fashion School:
keeping visual
elements
fashionable

Feedback

CCIJ
12,4

416

2.4 Cornelissen and Harris’s (2001) three metaphorical perspectives of corporate
identity
Cornelissen and Harris (2001) split authors’ perceptions of identity into three
metaphorical perspectives. These include “corporate identity as an expression of
corporate personality” “corporate identity as organisational reality” and “corporate
identity as all the expressions of a company” (Figure 3). For Cornelissen and Harris
(2001) “corporate identity as an expression of corporate personality” highlights authors
that perceive corporate identity mainly as corporate personality (Olins, 1978; Topalian,
1984). The second perspective (i.e. corporate identity as “organisational reality”) brings
together authors that epitomise corporate identity as “factual” phenomenon (Balmer
and Soenen, 1999; Gutjahr, 1995). The third viewpoint (all expressions of a company)
addresses the challenges of dualistic conceptions of corporate image and reality.

Figure 2.

Moingeon and

Ramanantsoa (1997, p.

386) perspective on

corporate identity

Source: Moingeon and Ramanantsoa (1997, p. 386)

Visible part

Symbolic products

Hidden part

Organisational imagery

Identity

Culture

Figure 3.

Metaphorical perspectives

to corporate identity

THEORY

AUTHORS

1-Corporate identity as an expression of corporate personality

2-Corporate identity as organisational reality

3-Managing multiple identities

Source: Cornelissen and Harris (2001, p. 64)

Corporate

Personality

Olins (1978, 1989)
Bernstein (1986)
Birkigt and Stadler
(1986), Lux (1986)
Abratt (1989)

Corporate image

Corporate

identity

Corporate

identity

Corporate identity

management

Correspondence

Balmer (1995, 1998),
Gutjahr (1995) van
Riel(1995), van Riel
and Balmer (1997),
Balmer and Soenen
(1999)

Corporate

identities

Corporate

images

Cheney (1991, 1992),
Heath (1994), van
Riel and Balmer
(1997), Marzilliano
(1998)

Meaning

of corporate

identity

417

The argument under this viewpoint is that “a corporate identity can be created,
transformed and restructured by management or specialist agencies and thus does not
necessarily have to refer to inner values or organisational identities” (Cornelissen and
Harris, 2001, p. 61).

2.5 He and Balmer’s (2005) five perspectives of corporate identity
He and Balmer (2005) itemised five identity constructs namely visual identity,
corporate identity, multidisciplinary identity, collective OI and organisational
identification as outlined in Table II. Authors under the visual construct (Schmitt
and Simonson, 1997; Selame and Selame, 1975) perceive visual identity as a technique
enhancing recognition and identification of organisations. The multidisciplinary
construct (van Riel and Balmer, 1997; Birkigt and Stadler, 1986) conceive corporate
identity from multiple perspectives. The collective OI construct refers to views that
approach corporate identity from employee and social psychological standpoints
(Moingeon and Ramanantsoa, 1997). The OI perspective addresses the degree to which
individuals define themselves in relation to their association with the organisation
(Ashforth and Johnson, 2001). He and Balmer’s (2005) organisational identification
construct draws together perceptions concerning the degree to which individuals
define themselves in relation to attributes that they believe define the organisation
(Mael and Ashforth, 1992).

3. Contributions and weaknesses of models
The social theory models reviewed above enhanced the development of the literature,
galvanised attention to corporate identity and explained what corporate identity
means. In spite of these contributions, a number of weaknesses, which hinder these
models from providing a deeper understanding of the meaning of corporate identity
can also be identified. For instance, several terminologies, which are conceptually
similar, were fragmented and addressed as if they were different. This (in essence)
complicates the understanding of the meaning of corporate identity, causing ambiguity
for scholars. Furthermore, these models failed to recognise firms’ perception of the
concept (which is often found in corporate literatures). Without an insight into how
firms perceive corporate identity, scholars run the risk of not gaining deeper insight
into what this concept truly means.

In the paragraphs that follow, this paper will attempt to address these problems by

examining how one of the elements comprising Balmer’s (2006) 6Cs of corporate
marketing (i.e. corporate identity) could be better understood, whilst also
demonstrating how the deconstruction of one of the other elements (i.e. corporate
communications in this case corporate advertising) could also enhance a deeper
understanding of the concept. This objective will be achieved in two ways. First is to
examine various theoretical approaches which have compartmentalised the concept
whilst also highlighting how these compartments interrelate. The second element
(communications) will be explored from a semiological perspective. This is to
deconstruct firms’ perception of corporate identity, which is often hidden in corporate
literatures. Taken together, these two approaches will give a deeper understanding of
what corporate identity means.

CCIJ
12,4

418

Conceptualization

Locus

analysis

Key

issues

(exemplars)

Visual

identity

Identity

the

visual

means

organisational

self-presentation

Organisation’s

symbolism

How

keep

visual

identity

fashionable,

updated,

and

appealing

audience

Corporate

identity

Organisation’s

distinctive

attributes

addressing

“what

the

organisation

is”

Organisation’s

characteristics

and

rationale

How

corporate

identity

can

communicated

effectively

nurture

positive

corporate

image,

which

turn

may

lead

competitive

advantage

Identity-image

interface

Multiple

types

image

Identity-strategy

interplay

Organisation’s

identity

Defining

the

characteristics

organisation

Organisational

characteristics

Interplay

between

identity

and

image

Interplay

between

identity

and

strategy

Multiplicity

identity

Identity

dissonance

among

stakeholders

How

define

organisation

Collective

the

salient

social

identity

the

individual

Individual

employees

When

and

why

salient?

Implication

for

organisational

behaviour

Organisational

identification

Individual

self-definition

based

organisational

membership

Individual

employees

When,

how

and

why

happens?

What

the

antecedents

and

consequences

are

organisational

identification

Source:

and

Balmer

(2005,

11)

Table II.

Five perspectives of

corporate identity

Meaning

of corporate

identity

419

4. Understanding the meaning of corporate identity
4.1 Understanding the meaning of corporate identity: the conceptual approach
Under the conceptual approach, common and unifying chords of arguments from
different schools of thoughts, paradigms and perspectives are identified and
integrated. The core thesis under here is that the constituents of these schools of
thoughts, paradigms, etc. are interrelated and are converging. By establishing the
interrelationships in these models, we clarify the complexities in these models and
establish an in-depth understanding of the meaning of corporate identity.

4.1.1 Point of convergence 1: the corporate identity mix. The corporate identity mix

is a corporate marketing phenomenon composed of various approaches in which an
organisation’s corporate identity is presented to stakeholders through symbolism,
behaviour, corporate communications (van Riel and Balmer, 1997), structure and
multidisciplinary phenomenon (Melewar and Jenkins, 2002). The elements constituting
this mix are discussed below.

4.1.1.1 Symbolism: visual behavioural, strategic visual, design schools of thought;

graphic design paradigm; visual identity perspective. Symbolism or corporate symbol
is an important element within the corporate identity mix. It is that aspect of the mix,
which communicates a firm’s corporate personality through visual means to
stakeholders (Marwick and Fill, 1997). The notion of symbolism has been treated
thoroughly under Balmer’s (1995b) visual, strategic visual, behavioural visual, design
as fashion schools of thought as well as under van Riel and Balmer’s (1997) visual
identity paradigm. It has also been addressed under He and Balmer’s (2005) collective
organisational perspective.

The visual, strategic visual, visual behavioural, design as fashion schools of

thought (Balmer, 1995b) provides a unifying focus on the functional aspect of visuals.
These schools address the use of visuals as a veritable means of conveying strategic
messages about an organisation’s mission, vision (Balmer, 1995b) current and future
activities (van Den Bosch et al., 2006) and essential values of a corporate brand (Urde,
2003). In addition, the schools agree on the use of visual as a method of communicating
ideas about how fashionable (Balmer, 1995b) the organisation is. van Riel and Balmer’s
(1997) graphic design paradigm which is defined synonymously with visuals agrees
with Balmer’s (1995b) visual, strategic visual, visual behavioural, design as fashion
schools, which advocate the functional use of visuals. van Riel and Balmer’s (1997)
graphic design paradigm approaches the use of visuals as a veritable vehicle for
conveying messages about the corporate mission, vision, etc. to stakeholders.
Following Balmer (1995b) and van Riel and Balmer (1997), He and Balmer (2005) visual
identity perspective conceptualised the role of visuals and its use. He and Balmer (2005)
argued that among other things, visuals are used by organisation to help achieve
identification, distinction and differentiation among stakeholders.

Following the consensual argument that visuals are commonly used to

communicate mission, vision, change, fashion, current, future activities, etc. it is
reasonable to submit that Balmer’s (1995b) visual, strategic visual, behavioural visual,
design as fashion schools of thought and van Riel and Balmer’s (1997) visual identity
paradigm as well as He and Balmer’s (2005) visual identity perspective are converging.
Figure 4 gives a graphic description of this relationship.

4.1.1.2 Behaviour: behavioural, culture and collective organisational identity.

Behaviour relates to activities, actions, mannerisms, etc. of the internal members of

CCIJ
12,4

420

an organisation. It is a key element in the corporate identity mix. It has been
thoroughly addressed under Balmer (1995b) behavioural school of thought, Moingeon
and Ramanantsoa’s (1997) French school of thought and He and Balmer’s (2005)
collective organisational perspective.

The behavioural school focuses on issues pertaining to organisational activities,

actions, mannerisms and more importantly culture (Balmer, 1995b, p. 33). Culture from
Moingeon and Ramanantsoa’s (1997) “French school of thought” provides a description
of the way organisational members behave (Moingeon and Ramanantsoa, 1997), act
and conduct themselves either formal or spontaneously (Melewar and Jenkins, 2002).
Similarly, He and Balmer’s (2005) collective organisational perspective refers to the
core features that characterise an organisation, particularly in relation to the ways that
its members behave, act or conduct themselves.

Given the common relationship unifying these theoretical conceptions, it can be

argued that Balmer’s (1995b) behavioural phenomenon and Moingeon and
Ramanantsoa’s (1997) notion of culture together with He and Balmer’s (2005)
collective organisational perspective are not only related but in fact converging.
Figure 4 shows a graphic description of this relationship.

4.1.1.3 Corporate communications: corporate communications and integrated

corporate communications. Corporate communications are activities that translate
a corporate identity into corporate image or corporate reputation (Dowling, 2001).
The concept of corporate communications is addressed under Balmer (1995b) corporate
communications school of thought as well as under van Riel and Balmer’s (1997)
integrated communications paradigm. The corporate communication school of thought
conceived corporate communication as an expression of organisational mission, vision,
philosophy and essence in a multitude of ways. van Riel and Balmer (1997) agreed that
the notion of integrated corporate communication advocates consistency in corporate
communication of mission, vision, philosophy and essence. van Riel’s (1995) definition
emphasises consistency. The two theories converge in their description of

Figure 4.

Points of literary

convergence: corporate

identity mix

Corporate

Communications

Corporate

Visual

Communications

Integrated
Corporate

Communications

Behaviour

Behavioural

Culture

Collective

Organisational

Identity

Visual

identity

Design

fashion

Graphic

design

Strategic

visual

Symbolism

Visual

behavioural

Symbolism

Behaviour

Corporate Communications

1-Convergence in visual and graphic design

Visual behavioural (Balmer, 1995b)
Strategic visual (Balmer, 1995b)
Design as fashion (Balmer, 1995b)
Graphic design (van Riel and Balmer, 1997)
Visual identity (He and Balmer, 2005)

2-Convergence in behaviour

Behavioural (Balmer, 1995b)
Culture (Moingeon and Ramanantsoa, 1997)
Collective organisational identity
(He and Balmer, 2005)

3-Convergence in corporate communications

Corporate communications (Balmer,1995b)
Integrated corporate communications
(van Riel and Balmer, 1997)

Point of total convergence

Corporate Identity

Mix

Multidisciplinary

Interdisciplinary (van
Riel and Balmer, 1997)
Corporate identity-
Multidisciplinary (He
and Balmer, 2005)

Meaning

of corporate

identity

421

organisational expression of mission, vision, philosophy and essence. Figure 4 shows a
graphic description of this relationship.

4.1.1.4 Multidisciplinary: multidisciplinary and interdisciplinary corporate identity

paradigm. Multidisciplinary aspect of corporate identity (He and Balmer, 2005) refers
to the emergent body of literature dominated by multiple schools of thought, multiple
versions of corporate identity mix and multiple identity categorisations.
Corresponding to this is van Riel and Balmer’s (1997) interdisciplinary paradigm,
which expresses the extension of the corporate identity concept beyond the corporate
identity mix.

The key thesis here is that the multidisciplinary and interdisciplinary theories agree

on the expansion of the constituents of the corporate identity concept beyond the
traditional corporate identity mix or framework. The multidisciplinary and
interdisciplinary theories are a conglomeration of numerous views on the meaning
of corporate identity. It encapsulates different schools of thoughts, paradigms and
perspectives of corporate identity. This argument creates a convergence between
van Riel and Balmer’s (1997) interdisciplinary paradigm and He and Balmer (2005)
multidisciplinary perspective. Figure 4 shows a graphic description of this
relationship.

4.1.2 Point of convergence 2: corporate personality.
4.1.2.1 Corporate and internal personality: culture, organisational reality, collective

organisational identity, strategy. According to Olins (1978, p. 212), corporate
personality “is the soul, the persona, the spirit, the culture of the firm manifested in
some way”. It is determined before the formation of the organisation (Abratt, 1989).
Following Olins (1978) it may be argued that internal personality reflects the
development of internal workings and characteristics of the firm, which begins with
the resolve by the promoters of an organisation on what the firm is to do, what it is to
believe in and how the firm will operate (Abratt, 1989).

Internal personality is constituted by what culture (Moingeon and Ramanantsoa,

1997) the organisation is to adopt, what would be real about the organisation
(Cornelissen and Harris, 2001) or what is described as the internal characteristics or
factual identity (van Riel and Balmer, 1997) or a firm’s internal personality (Cornelissen
and Harris, 2001). It is also constituted by the strategy (Balmer, 1995a) deployed by the
firm. These notions are converging with the conception of internal collective OI (He and
Balmer, 2005). This has also been denoted as the internal characteristics, which define
the essence of a firm. It is constituted by internal factors such as corporate strategy
(Balmer, 1995b) and philosophy (Topalian, 1984) which personify the internalities of a
firm.

Internal and corporate personality reflects who or what the organisation is

(Topalian, 1984); where it is going (Downey, 1986); how it is different (Gioia et al., 2000);
what it does (Topalian, 1984); how it carries out its business; what it stands for
(Topalian, 1984). These equally represent corporate personality or what Cornelissen
and Harris (2001) describe as “all the expression of the firm”. This argument provides
evidence to argue that the notions of culture, organisational reality, collective OI, which
have been used in different contexts in literatures, are converging. Figure 5 shows a
graphic description of this argument.

The last few paragraphs clarified the complexities surrounding the meaning of

corporate identity from a conceptual lens. It argued that the elements constituting the

CCIJ
12,4

422

social theory models, which encapsulate common assumptions in theoretical
perceptions of the meaning of corporate identity, are interrelated and converging.
By establishing these relationships conceptually, a deeper understanding of the
meaning of corporate identity is established. In the paragraphs that follow, further
attempt is made to deepen the understanding of the meaning of corporate identity by
deconstructing a corporate advertisement semiologically. Corporate advertisements
are deployed on the recognition that it is a tool specially designed to convey messages
appertaining to corporate personality (Topalian, 1984; Downey, 1986; Gioia et al., 2000)
or all the expression of the firm (Cornelissen and Harris, 2001). These messages present
a full picture of how corporate identity has been defined in literature. By
deconstructing how firms perceive corporate identity, the complexities surrounding
the meaning of corporate identity is clarified and a deeper understanding of the
meaning of this concept is established.

4.2 Understanding the meaning of corporate identity: the semiological approach
4.2.1 Semiology: its meaning and value. The term Semiology is derived from the Greek
work “semeion” meaning signs (Hall, 1999). Semiology is the study of signs (Noth,
1995) in societies and the laws governing them (Chandler, 2007). Semiology addresses
the role of signs as part of social life (de Saussure, 1983) and the “formal doctrine of
signs” (Pierce, 1958).

One major issue arising from this study is what value does the adoption of the

semiotic method offer, which the conceptual study presented in the paragraphs above
does not already, provide? While the conceptual study above furthers a scholarly
understanding of the meaning of corporate identity through the development of a
theoretical analysis, it however offers no real value to corporate identity and corporate
communications managers. The conceptual model is limiting because it gives no
recognition to industry perception of corporate identity. The semiological approach

Figure 5.

Corporate and internal

personality: point of

convergence

Corporate

& Internal

Personality

Culture

Organisational

reality

Collective

Organisational

Identity

Strategy

Meaning

of corporate

identity

423

goes a step further. By deconstructing signs in corporate communication texts, the
semiotic method, provides an insight into the views held by firms in relation to
how corporate identity is perceived. Insight into practitioner views advances beyond
the conceptual study because it allows researchers to explain in detail how the concept
is conceived in practice. Furthermore, it aids managers’ understanding of how to
manage a firm’s corporate identity.

4.2.2 The semiology process and the understanding of the meaning of corporate

identity. Chandler’s (2007) semiological process or semiotic method provides a stage by
stage approach of how signs such as corporate identities are interpreted to produce
meanings. In the paragraphs that follow, this method is described and empirically
supported by the deconstruction of United Colors of Benetton’s (UCB) corporate
advertisement. The deconstruction of this advertisement demonstrates how signs or
corporate identity messages in a corporate advertisement are interpreted to generate
meaning. These meanings or interpretations represent UCB’s perception of what
corporate identity means. This process and the generation of these meanings will
enhance a better understanding of the meaning of corporate identity.

4.2.2.1 The semiotic method:

(1) Stage 1: identify and describe the text. The main stages of the semiotic method

are shown within Figure 6. The first of these is to attach a copy of the text and
identify its deficiencies. Give a clear description of the text to enhance audience
recognition. Describe briefly the medium of the text, the genre it belongs and the
genre in which it was found.

(2) Stage 2: examine the nature of the vehicle (i.e. Vogue) carrying the advert. The

nature of the vehicle carrying the advertisement is examined at this stage. This
is discussed with reference to coverage, reach, target audience (i.e. the elite, high
and low income earners, middle class), circulation figure, frequency of
publication, history, reputation, ownership of this vehicle.

(3) Stage 3: discuss the relationship between sign vehicle and type-token. Identify

how the sign vehicle being analysed relates to the type-token distinction (i.e.
whether) it is a text among many texts (i.e. a poster) or whether it is unique (e.g.
actual painting). Additionally, it is useful to discuss how the text influences the
interpretation.

Figure 6.
The five stage semiotic
process

Nature of

vehicle

Relationship

between vehicle

and type token

Identify text

Choice of text

Identify

Signifiers and

signifieds

Stage one

Stage two

Stage three

Stage four

Stage five

CCIJ
12,4

424

(4) Stage 4: discuss the reasons why the text was chosen. Determine the important

signifiers in the text, what they signify and the system within which the sign
makes sense.

(5) Stage 5: identify the signifiers and the signified in the advertisement. The

signifiers are material vehicles (Hall, 1999) or the physical parts of the sign (i.e.
corporate logo, body copy or written words, slogan, picture). The signified – the
mental concept to which these signifiers refers (de Saussure, 1974) is fully
analysed at this stage.

The signifieds provides useful insight into stakeholder perception of who or what UCB
is; where it is going; how it is different; what it does; how it carries out its business;
what it stands for. These characteristics provide an embodiment of the meaning of
corporate identity. More importantly, it enhances a better understanding of the
meaning of corporate identity from a practice point of view.

4.2.2.2 Case study – the deconstruction of UCB’s corporate advertisement via the

semiotic method:

(1) Stage 1: identify and describe the text. Figure 7 is a copy of the corporate

advertisement syndicated in Vogue fashion magazine by UCB in June 1990. It is
a half-page advertisement with a white background. The advertisement
contains a woman of black African origin standing and wearing a red long
sleeve cardigan. The picture fully exposes the woman’s right breast, which is
firm, with a pointing nipple. The woman carries and breastfeeds a white naked
Caucasian baby of less than 12 months old. The baby (lying comfortably in the
arms of the woman) facing the woman’s left breast. The baby rests his/her
closed left hand on the upper section of the left breast, suckling milk from the
left nipple. UCB’s corporate logo (designed with word-marks using Arial-like

Figure 7.

Breastfeeding – UCB’s

corporate identity

Source: http://www.investis.com/il/images/benetton/2545.jpg
(c) Copyright 1989 Benetton Group S.p.A; Photo: Oliviero Toscani.
Reproduced with the permission of Benetton

Meaning

of corporate

identity

425

typeface upper case letters in a white colour on a green background) is printed
on the top right section of the advertisement.

(2) Stage 2: examine the nature of the vehicle (i.e. Vogue) carrying the advert. This

campaign has appeared in Vogue (the vehicle, which carried this advertisement
in some of its edition in the 1990s). Vogue is read globally and is the world’s
most famous fashion monthly magazine, which helps to enshrine fashion,
modelling, luxury, celebrity and style (Weber, 2006). Vogue is a privately owned
and profit-oriented magazine with a circulation figure of over 1.2 million
(Fortini, 2005). Given that Vogue is read all over the world, there is a high
chance that UCB’s corporate identity message will be successfully conveyed to
an international audience of over a million people.

(3) Stage 3: examine the purpose of analysing the text. The purpose of analysing

this corporate advertisement is to deconstruct UCB’s corporate identity. The
deconstruction of this corporate advertisement will give insight into the firm’s
corporate personality (Topalian, 1984; Downey, 1986; Gioia et al., 2000).
Importantly, the deconstruction of this advertisement provides insight into how
UCB defined or perceived the meaning of corporate identity.

(4) Stage 4: discuss the reasons why the text was chosen. UCB’s corporate

advertisement was chosen given its objective to build awareness about what it
stands for: racial harmony (Ganesan, 2002). These objectives relates directly to
the aim of analysing the chosen advertisement in stage two.

(5) Stage 5: identify the signifiers and the signifieds in the advertisement. This

advertisement contains four main signifiers with four corresponding signifieds
as outlined in Table III. The first is UCB’s corporate logo (the signifier), which
is likely to create the notion of a fashion and garment firm (the signified) in the
mind of stakeholders. The second is the red long sleeve cardigan (the signifier),
which is mostly worn by mothers. The cardigan may create the concept of
mothering (the signified) in minds of stakeholders. The third signifier is a
combination of the firm breast, pointing and aroused nipple. This may in
essence trigger the conception of sex and breastfeeding (the signifieds) at the

Signifiers

Corresponding signifieds

UCB corporate logo

A fashion and garment firm
Unity

Red long sleeve cardigan

Mothering

Firm breast, pointing and aroused nipple

Sex
Breastfeeding

Black woman breastfeeding a white Caucasian
baby

Slavery
Wet-nursing
Racial harmony

Red, white, green and black colors in
advertisement

Creates a fit with the word “color” in UCB’s name

Syndication of advertisement in The Economist

Multinational/international firm
Successful firm

Table III.
UCB’s signifiers and
signifieds

CCIJ
12,4

426

same time among stakeholders. Similarly, the fourth signifier could be
described as a woman of black Africa origin, breastfeeding a white Caucasian
baby. The corresponding signifieds may give the notions of slavery,
wet-nursing and unity among different races of the world or racial harmony.

4.2.2.3 Value of semiotic method. The use of the semiotic method helps in clarifying
the complexities surrounding the meaning of corporate identity and it gives insight
into how the concept is approached by businesses. Although the use of conceptual
theory (above) and social theory models (i.e. schools of thought, paradigms,
metaphors, perspectives) might have enhanced the development of conceptual
literature, forged an understanding of the meaning of corporate identity and
galvanised attention to corporate identity, the semiotic method adds to the
development of corporate identity theory by providing a process model, which
provides a detailed framework of how the meaning of corporate identity can be
deconstructed. In addition, the semiotic method may be useful when there is a need
to analyse and deconstruct competitor signals.

5. Summary and conclusion
This paper was drawn to examine how the meaning of corporate identity (one of
Balmer’s 6Cs of corporate marketing) could be better understood whilst also
addressing how the deconstruction of one of the other elements (i.e. communications:
corporate advertising) could provide deeper insight into the meaning of corporate
identity. This objective was addressed through the development of two conceptual
models and the deconstruction of a corporate advertisement via the semiotic process.

The conceptual approach contributes to corporate marketing literature by

integrating various theoretical approaches which had previously compartmentalised
the meaning of corporate identity, thus indicating how these compartments interrelate.
For instance, the visual behavioural, strategic visual, design schools of thought
(Balmer, 1995b); graphic design paradigm (van Riel and Balmer, 1997); visual identity
perspectives (He and Balmer, 2005) were drawn together and interpreted as symbolism.
The behavioural school of thought (Balmer, 1995b) organisational culture (Moingeon
and Ramanantsoa, 1997) and collective organisations perspective (He and Balmer,
2005) were integrated and interpreted as behaviour. Similarly, integrated corporate
communications school of thought (van Riel and Balmer, 1997) and Balmer’s (1995b)
corporate communications school of thought were brought together and interpreted as
corporate communications. The multidisciplinary perspective (He and Balmer, 2005)
and the interdisciplinary school of thought (van Riel and Balmer, 1997) were interpreted
as multidisciplinary phenomenon. This perspective embodies the three constructs
(symbolism, behaviour and corporate communications) that make the conceptual
model. Importantly, these components confirm the elements that make up the corporate
identity mix (van Rekom et al., 1991). Culture (Moingeon and Ramanantsoa, 1997),
organisational reality (Cornelissen and Harris, 2001) collective OI perspective (He and
Balmer, 2005) and strategy school of thought (Balmer, 1995b) were drawn and
interpreted as corporate personality.

The semiological approach also contributes to the corporate marketing literature by

giving insight into a firm’s perception of the meaning of corporate identity. This is
achieved via the deconstruction of a corporate advertisement which often express who
or what the organisation is (Topalian, 1984); where the firm is going (Downey, 1986);

Meaning

of corporate

identity

427

how it is different (Gioia et al., 2000); what the firm does (Topalian, 1984); how the firm
carries out its business; what it stands for (Topalian, 1984). The use of this method (for
instance) revealed “who/what UCB is” and “what UCB stands for” (Table IV). These
expressions confirm that corporate identity refers to “who/what UCB is” and “what
UCB stands for”. The deconstruction of other advertisements via a semiological
approach may also indicate or confirm that corporate identity refers to “where the firm
is going”; “how the firm is different”; “what the firm does”; “how the firm carries out its
business”.

In practice, the value and importance of deconstructing a corporate identity

advertisement through the deployment of a semiotic method is that it gives the sponsor
of the advertisement a deeper insight into what meanings stakeholders are likely to
make of corporate advertisements and it is also likely to provide hints for sponsors of
the various misconceptions, which stakeholders may develop from these
advertisements. Corporate identity advertisements, which are designed to express
the positive aspect of the firm’s corporate identity, are often misinterpreted by
stakeholders. Therefore, it is important to gain insight into what meanings
stakeholders are likely to make of the corporate identity in these advertisements.

For example, UCB’s black woman-white baby advertisement (Figure 7), which was

aimed at expressing racial harmony was misinterpreted causing uproar among
African Americans. According to Ganesan (2002, p. 56) “the black woman-white baby”
advertisement received severe criticism because many thought that UCB reminds
blacks in the USA and the UK of the times of slavery when black women breast-fed
white babies. The advertisement was ill conceived as a reversion to the era of slavery
when blacks were ill treated.

The lesson from the UCB’s corporate identity advertisement is that meanings are

developed by stakeholders from all corporate advertisements and that messages are

Signifiers

Signifieds that UCB wish
to create in the minds of
stakeholders

Meaning of
corporate
identity/expressed
corporate identity

Possible signifieds in the
minds of external
stakeholder

UCB corporate logo

A fashion and garment
firm

Who/what the
firm is

Fashion firm

Unity

Picture printing firm
Photocopying store

Black woman
breastfeeding a
white Caucasian
baby

Racial harmony

What the firm
stands for

Slavery
Wet nursing
Non-governmental
organization

Red, white, green
and black colors in
advertisement

Racial harmony

What the firm
stands for

Red: danger
White: innocence
Green: protection of
habitat
Black: devil/mourning

Syndication of
advertisement in
The Economist

Multinational/international
firm

Who/what the firm
is

Multinational/international
firm

Successful firm

Table IV.
UCB’s signifiers,
signifieds and the
meaning of corporate
identity

CCIJ
12,4

428

prone to interpretations in excess of what firms originally meant to communicate. It is
therefore important to engage the use of semiotic analysis and external semioticians
who can give expert and independent views on what meanings stakeholders are likely
to draw from these corporate advertisements.

References

Abratt, R. (1989), “A new approach to the corporate image management process”, Journal of

Marketing Management, Vol. 5 No. 1, pp. 63-76.

Alessandri, S. (2001), “Modeling corporate identity: a concept explication and theoretical

explanation”, Corporate Communications, Vol. 6 No. 4, pp. 173-82.

Allaire, Y. and Firsirotu, M.E. (1984), “Theories of organisational culture”, Organisation Studies,

Vol. 5 No. 3, pp. 193-206.

Ashforth, B.E. and Johnson, S.A. (2001), “Which hat to wear? The relative salience of multiple

identities in organisational contexts”, in Hogg, M.A. and Terry, D.J. (Eds), Social Identity
Processes, in Organisational Contexts, Philadelphia Psychology Press, Psychology Press,
Philadelphia, PA.

Balmer, J.M.T. (1995a), “Corporate identity: the power and the paradox”, Design Management

Journal, Winter, pp. 39-44.

Balmer, J.M.T. (1995b), “Corporate branding and connoisseurship”, Journal of General

Management, Vol. 21 No. 1, pp. 24-46.

Balmer, J.M.T. (2006), “Comprehending corporate marketing and the corporate marketing mix”,

Working Paper, No. 06/08, Bradford School of Management, University of Bradford,
Bradford.

Balmer, J.M.T. and Greyser, S.A. (2006), “Commentary corporate marketing: integrating

corporate identity, corporate branding, corporate communications, corporate image and
corporate reputation”, European Journal of Marketing, Vol. 40 Nos 7/8, pp. 730-41.

Balmer, J.M.T. and Soenen, G.B. (1999), “The acid test of corporate identity management”,

Journal of Marketing Management, Vol. 15 Nos 1/3, pp. 69-92.

Bernstein, D. (1986), Company Image and Reality: A Critique of Corporate Communication,

Holt Reinhart and Winston, Eastbourne.

Birkigt, K. and Stadler, M.M. (1986), Corporate Identity, Grundlagen, Funktionen, Fallspielen,

Verlag Moderne Industrie, Landsberg an Lech.

Chandler, D. (2007), Semiotics: The Basics, Routledge, London.

Cornelissen, J. and Harris, P. (2001), “The corporate identity metaphor: perspectives, problems,

and prospects”, Journal of Marketing Management, Vol. 17, pp. 49-71.

de Chernatony, L. (2001), From Brand Vision to Brand Evaluation: Strategically Building and

Sustaining Brands, Butterworth-Heinemann, London.

de Saussure, F. (1974), Course in General Linguistics, trans. Wade Baskin, Fontana/Collins,

London.

de Saussure, F. (1983), Course in General Linguistics, trans. Roy Harris, Duckworth, London.

Dowling, G. (2001), Creating Corporate Reputations: Identity, Image and Performance,

Oxford University Press, London.

Downey, J.M. (1986), “The relationship between corporate culture and corporate identity”,

Public Relations Quarterly, Vol. 31 No. 4, pp. 7-12.

Dutton, J.E. and Dukerich, J.M. (1991), “Keeping an eye on the mirror: image and identity in

organisational adaptation”, Academy of Management Journal, Vol. 34 No. 3, pp. 517-55.

Meaning

of corporate

identity

429

Fortini, A. (2005), “Defining Vogue’s evil genius: the brilliance of Anna Wintour”, available at:

www.slate.com/id/2113278 (accessed 10 May 2007).

Ganesan, S. (2002), “Benetton group: unconventional advertising”, Global CEO, November,

pp. 53-9.

Gioia, D.A., Schultz, M. and Corley, K. (2000), “Organisational identity, image and adaptive

instability”, Academy of Management Review, Vol. 25 No. 1, pp. 63-81.

Gotsi, M. and Wilson, A. (2001), “Corporate reputation: seeking a definition”, Corporate

Communications: An International Journal, Vol. 6 No. 1, pp. 24-30.

Gutjahr, G. (1995), “Corporate identity – analyse und therapie”, in Birkigt, K., Stadler, M.M. and

Funck, H.J. (Eds), Corporate Identity: Grundlagen, Funktionen, Fallbeispiele, Verlag
Moderne Industrie, Landsberg/Lech.

Hall, S. (1999), Representation: Cultural Representations and Signifying Practices, Sage,

Thousand Oaks, CA.

He, H. and Balmer, J.M.T. (2005), “Identity studies: multiple perspectives and implications for

corporate-level marketing”, Working Paper No 04/05, Bradford School of Management,
University of Bradford, Bradford.

Larc¸on, J.P. and Reitter, R. (1979), Structures de pouvoir et identite´ de l’enterprise, Nathan, Paris.

Mael, F. and Ashforth, B.E. (1992), “Alumni and their alma mater: a partial test of the

reformulated model of organisational identification”, Journal of Organisational Behaviour,
Vol. 13 No. 2, p. 103.

Marwick, N. and Fill, C. (1997), “Towards a framework for managing corporate identity”,

European Journal of Marketing, Vol. 31 Nos 5/6, pp. 396-409.

Melewar, T.C. and Jenkins, E. (2002), “Defining the corporate identity construct”, Corporate

Reputation Review, Vol. 5, pp. 76-90.

Moingeon, B. and Ramanantsoa, B. (1997), “Understanding corporate identity: the French school

of thought”, European Journal of Marketing, Vol. 3 Nos 5/6, pp. 383-95.

Noth, W. (1995), Handbook of Semiotics, Indiana University Press, Bloomington, IN.

Olins, W. (1978), The Corporate Personality: An Inquiry into The Nature of Corporate Identity,

Design Council, London.

Pierce, C.S. (1958), in Hartshorne, C., Weiss, P. and Burks, A.W. (Eds), Collected Writings (8 Vols.),

Harvard University Press, Cambridge, MA.

Pilditch, J. (1970), Communication By Design: A Study In Corporate Identity, Maidenhead Edition,

McGraw-Hill, London.

Ramanantsoa, B. (1989), “Histoire Et Identite De L’entreprise”, Revue Francaise De Gestion,

Janvier/Fevrier, pp. 107-11.

Schmitt, B. and Simonson, A. (1997), Marketing Aesthetics: The Strategic Management of

Brands, Identity, and Image, The Free Press, New York, NY.

Selame, E. and Selame, J. (1975), The Company Image, Wiley, New York, NY.

Topalian, A. (1984), “Corporate identity: beyond the visual overstatements”, International

Journal of Advertising, No. 3, pp. 55-62.

Urde, M. (2003), “Core value-based corporate brand building”, European Journal of Marketing,

Vol. 37 Nos 7/8, pp. 1017-40.

van Den Bosch, A., Elving, W.J.L. and de Jong, M.D.T. (2006), “The impact of organisational

characteristics on corporate visual identity”, European Journal of Marketing, Vol. 40 Nos
7/8, pp. 870-85.

CCIJ
12,4

430

van Rekom, J., van Riel, C.B.M. and Wierenga, B. (1991), “Corporate identity. Van vaag concept

naar hard feitenmateriaal”, working paper, Corporate Communication Centre, Erasmus
University, Rotterdam.

van Riel, C.B.M. (1995), Principles of Corporate Communication, Prentice-Hall, London.

van Riel, C.B.M. and Balmer, J.M.T. (1997), “Corporate identity: the concept, its measurement and

management”, European Journal of Marketing, Vol. 31 No. 5, pp. 340-55.

Weber, C. (2006), “Fashion-books: review of ‘In Vogue: the illustrated history of the world’s most

famous fashion magazine (Rizzoli )’”, New York Times, December 3.