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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractThis research introduces new conceptual and operational definitions of corporate identity. In addition, based on these definitions, introduces a model of corporate identity and how it works in the context of a firm's mission, corporate image and reputation. This model helps further to explicate the concept of corporate identity as well as provide a plausible theoretical explanation for the way corporate identity works. In that way, this article provides evidence of the efficacy of corporate identity as a strategic management tool. Electronic accessThe research register for this journal is available at

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Corporate identity has the power to help a firm obtain an advantage over its competitors. Scholars have stressed the importance of building this identity. The promotion and protection of a firm's corporate identity represent organizational capabilities that are critical in this pursuit. The building of corporate identity, however, is not a universal prescription for success. Under certain conditions, firms may not want to allocate scarce resources to corporate identity promotion and protection. This study explores the role of several of these contextual factors using survey data from corporate communications executives of 129 US public firms. The research explores the role of branding strategy on the promotion and protection of corporate identity, as well as the potential moderating influences of financial resources and industry characteristics. The findings suggest that firms using a monolithic approach are likely to promote and protect their corporate identity more aggressively, relative to firms employing a branded strategy. The results also suggest that the relationship between branding strategy and corporate identity promotion differs between consumer goods industries and non-consumer goods industries. Implications for researchers and managers are discussed.

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