Corporate Reputation versus Indentity

Corporate Reputation versus Identity
Eric Gichinga, Member
Corporate identity is how the organization projects itself to the stakeholders. This is done through symbols (logo, color), communications (messages, tag lines) and behavior. The stakeholders then form an image of the company.
Over time this image forms the corporate reputation. In other words corporate reputation is the result of how effective an organisation's corporate communication is. I recommend 'CIM - Managing Corporate Reputation: Study Text' by BPP Learning Media.

Corporate ID and Reputation
edward sevume, Member
Well put Eric! By the way, one finds many times that a firm actually succeeds in projecting its ID but fails where its reputation is concerned.
This is where internal work within the company is important. In my view, it is about communication and educating those with a vested interest in the firms activities!

Corporate Identity Mix
Leodegardo M. Pruna, Member
There has to be a one to one correspondence between corporate identity and corporate image (or reputation).
Indeed corporate identity is what the company would like to be and how it projects itself, while corporate image is how the public actually sees the company for its products/services.

Identity is Often Static, Reputation is Dynamic
Jagdish B Acharya, Premium Member
Identity is like a name to which other properties of the entity can be attached. It often is non judgemental and just like a pole to which rest can be attached.
Reputation on the other hand is built slowly in a particular dimension or many dimensions and has some positive or negative aspects about it. The reputation changes depending on the way an entity works.
One starts with identity and builds reputation on it.