Abstract:
Identity is crucial to a living being. Organizations are living beings with distinct
identities. However most (organizations) fail to realize the power of identity and
focus on image management, and particularly when there is a crisis that
threatens the wellbeing of the organization. When there is no crisis the image is
projected through the products and services offered. Corporate identity (CI)
encompasses corporate communication, corporate design, corporate culture,
behavior, corporate structure, industry identity and corporate strategy, and;
when well communicated through well-organized marketing programs, can so
position a firm that it maintains a competitive advantage in the market place.
This paper discusses how a company’s competitive strategy can be
communicated to stakeholders through corporate identity in order to enhance
the company’s competitive advantage.
