The soul of the corporation
how to manage the identity of your company
Author: Bouchikhi, Hamid Kimberly, John R. ISBN: 9780131857261 Price € 12,70 Publisher: Wharton School Publishing, 2008, 208 p.
If you are tempted to use the identity of your firm as a basis for competitive advantage, be sure that the organizational identity projected through branding efforts is real. Ensure that the corporate branding efforts targeted at various stakeholders are consistent. Carefully align your own behavior and decisions with the organizational identity claims you make inside and outside the firm. Strive to realize synergies between handling identity at the level of the organization as a whole and at the level of the individual brands under which your firm's products and services are marketed.