Corporate Identity: The POWER and the PARADOX

IN THE REAL WORLD, the emphasis on corporate identity as a factor in business success is expanding significantly. Academic interest in the subject, however, remains modest. This leaves a gap that, in John Balmer's analysis, creates misunderstandings about both the meaning and contributions of identity. To resolve basic questions, Balmer outlines seven schools of thought regarding identity and posits a definition that relates the internal and external dimensions of identity to the fundamental objectives of creating a favorable corporate image and customer loyalty.