Corporate Identity MIx

Corporate Reputation Management
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Harriet

Corporate Identity MIx

Related to the Corporate Reputation is the the Corporate Identity Mix by Birkigt and Stadler (1986). Their model defines Corporate Identity as the Personality of the corporation. This Personality is built up from 3 things:
1. Behavior
2. Communication
3. Symbols.
The perception of the Corporate Identity by outsiders is called the Corporate Image. If there are major differences between the two, then action should be taken.

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