The role of corporate identity management in the higher education sector: an exploratory case study

This paper examines the corporate identity concept from a multidisciplinary perspective and presents an empirical test of Melewar?s (2003) corporate identity model in creating competitive advantage in the context of the higher education sector. The various components of corporate identity are investigated and the results are presented in diagrammatic form in the proposed and updated corporate identity taxonomy. A qualitative exploratory approach was taken, comprising in-depth interviews with key informants involved in the implementation of corporate identity at a major UK university. The taxonomy illustrates communication, design, culture, behaviour, structure, industry and strategy as the main components of corporate identity. The study also demonstrates how and where issues of corporate identity are discussed within an organization and how the results of these discussions are fed into management structure. As with any such exploratory case study, there are limits to the generalizability of the findings. Further research is required to ascertain whether the findings of this study also apply in other settings. The results will be helpful to communication professionals who deal with an organization?s corporate identity, branding, and communication and who aim to enhance the consistency of messages both written and visual within their organization.