Organizational identity usually is portrayed as that which is core, distinctive, and enduring about the character of an organization. We argue that because of the reciprocal interrelationships between identity and image, organizational identity, rather than enduring, is better viewed as a relatively fluid and unstable concept. We

While it is generally agreed that companies need to manage their relationships with their stakeholders, the way in which they choose to do so varies considerably. In this paper, it is argued that when companies want to communicate with stakeholders about their CSR initiatives, they need to involve those stakeholders in a two‐way communication process, defined as an ongoing iterative sense‐giving and sense‐making process. The paper also argues that companies need to communicate through carefully crafted and increasingly sophisticated processes. Three CSR communication strategies are developed. Based on empirical illustrations and prior research, the authors argue that managers need to move from ‘informing’ and ‘responding’ to ‘involving’ stakeholders in CSR communication itself. They conclude that managers need to expand the role of stakeholders in corporate CSR communication processes if they want to improve their efforts to build legitimacy, a positive reputation and lasting stakeholder relationships.

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While many organizational researchers make reference to Mead's theory of social identity, none have explored how Mead's ideas about the relationship between the "I" and the "me" might be extended to identity processes at the organizational level of analysis. In this paper we define organizational analogues for Mead's "I" and "me" and explain how these two phases of organizational identity are related. In doing so we bring together existing theory concerning the links between organizational identities and images, with new theory concerning how reflection embeds identity in organizational culture and how identity expresses cultural understandings through symbols. We offer a model of organizational identity dynamics built on four processes linking organizational identity to culture and image. While the processes linking identity and image (mirroring and impressing) have been described in the literature before, the contribution of this paper lies in articulation of the processes linking identity and culture (reflecting and expressing), and of the interaction of all four processes working dynamically together to create, maintain and change organizational identity. We discuss the implications of our model in terms of two dysfunctions of organizational identity dynamics: narcissism and loss of culture.

This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisational culture and corporate image is presented. The model is based on a gap analysis, which enables managers to assess the coherence of their corporate brand. Use of the model is illustrated by examining the stages of development that British Airways passed through in the creation of its corporate brand. The paper concludes that corporate brand management is a dynamic process that involves keeping up with continuous adjustments of vision, culture and image. The model suggests an approach to corporate branding that is organisationally integrated and cross-functional, hence the thesis that it is important to bring the (whole) corporation into corporate branding.Among the changes that businesses make as they move toward globalisation is a shift in marketing emphasis from product brands to corporate branding (e.g.