Corporate brands and identity: developing stronger theory and a call for shifting the debate

Purpose The purpose of this paper is to engage with the issue of construct clarity in corporate communications research giving particular attention to corporate branding and identity whereby a critique of existing alignment models provides a basis for a shift in the debate geared towards an alternative approach. Design/methodology/approach The commentary offers a discussion of a particular challenge to theory development around the clarity and specification of key constructs such as corporate identity and corporate brands. This leads to an elaboration of existing models of corporate branding and identity management and the subsequent suggestion for a shift towards alternative analytical interpretive models that are not premised on ontological assumptions of a conduit model of communication and objectivist assumptions of alignment and consistency. Shifting the debate in this direction has significant implications for research as well as practice. Findings There is a need to move away from sender‐dominated conduit models of communication and towards a constitutive model. This emphasizes the constitutive character of communication thus giving credence to the role of language and framing in the processes and products of organizational branding and identity. It also considers the relational or social process in the ascriptions of identity. Originality/value The paper proposes a new approach to corporate branding and identity and highlights the need for a more integrated understanding of the role of communication in the creation and promotion of these brands and identities.