Corporate identity can be defined as the identity of an organization that is constructed through the media to differentiate a company’s position in the eyes of important stakeholder groups. Corporate identity is the organizational equivalent of personal identity, or who and what a person is. Translated to the organization, the search for identity starts with who, what, and why—in business referred to by Simon Sinek as the golden circle, the reason for the existence of organizations. Because image and reputation have increasingly been seen as important for organizations, the quest for corporate identity has also become important.

The corporate identity construct became important in corporate communication at the very end of the 20th century and has been central in scientific debates on corporate communication ever since. ...

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