Corporate Identity

Corporate Identity

Scholars have long been consumed with efforts to determine how the constructs of identity, image, reputation and brand are conceptually related and relevant in an organizational context. (Kärreman, 2008, 103) In today's commercial environment, large corporations face increasing pressure to manage the symbolic dimensions of their activities and thus the associated strategic implications, so this pursuit is made even more relevant (Dacin, 2006, 95) While researchers across several disciplines have explored these constructs, a significant dilemma in the study of these paradigms is that they are frequently misinterpreted or confused with each other. To fully elucidate their individual meanings, we can make use of large corporation McDonalds as a practical case-study. Through discussion and theoretical application, we can determine how the separate constructs of corporate identity image, reputation and branding differ, and critically assess their function in McDonald's corporate environment. Through this discussion we can then determine whether current corporate communication activities are sufficient, and what changes, if any, need to be made.

The correct identity has to be encapsulated by the consumer, once the consumer and manufacturer are on the same wavelength, the consumer will look to buy into what is being sold.

An organization's identity is their unique selling point; it embodies what the consumer is buying into, therefore the identity has to be clearly designed and developed.

Klein (2000) states, the astronomical growth in the wealth and cultural influence of multinational companies over the last fifteen years can be arguably traced back to a single, seemingly innocuous idea developed by management theorists in the mid 1980s that successful corporations must primarily produce brands, as opposed to products.

McDonalds is an instantly recognized brand name around the globe, the name comes from brothers Dick and Mac McDonald, who started the McDonalds phenomenon as a hamburger stand in California in 1954.

McDonalds is a family name, not an artificial name drawn up in an office. Although the McDonalds Company has come a long way since that one hamburger stand, the name remains the same, pronounced the same globally, this gives the organization a family feels to it, and its consumers can identify the name wherever they may be. If McDonalds ever changed its name it would lose its prestigious history and all it stands for. The McDonalds name, logo and slogan are all protected through registration; this unique name, logo and slogan are major advantages of the organization.

The Golden Arches logo and "I'm lovin' it" are trademarks of McDonald's Corporation and its affiliates.

Logo Companies use logos in order to be instantly recognized by the consumer, this is another tool from distinguishing themselves from their competitors.

McDonalds golden arches are instantly recognizable, the arches are designed like a walkway, luring consumers to come into the restaurant, and the arches also make up the letter M for McDonalds, it is a simple logo and this is what makes it so effective.

The McDonalds slogan has been designed through a different approach. Not one steeped in history and been around since the McDonald brothers in ...