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The marketing literature reflects that there is no systematic study of the effect of a logo on consumer evaluations of logos. This research addresses two questions: (1)

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Both practitioners and academics alike have directed increasing attention to the field of corporate identity. Despite significant contributions in the last several years towards understanding and identifying this concept, a definitive construct of corporate identity and its measurements does not yet exist. Much anecdotal literature and many case studies surround this area of study, but to date no research study has empirically tested the domain of this construct. This paper examines the definitions, models, and specific elements of corporate identity through a review of literature. Based on this review, a holistic corporate identity model is developed. This paper also discusses the challenges in developing the corporate identity construct.

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Purpose This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using commitment/trust theory. Design/methodology/approach This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships. Findings The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment. Originality/value The paper shows that while practitioners have indicated that integrated marketing communication is important for organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. This paper empirically examined relationships between these constructs by validating a conceptual model by using SEM.

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Purpose -This paper analyses the strategic intent behind the University of Warwick's corporate identity (CI) programme by using the four components of the corporate identity model developed by Melewar and Jenkins. Design/methodology/approach -Information gathered from the interview with Ian Rowley, Director of Communication at the University of Warwick, is presented in support of the arguments. In addition, the paper refers to two further documents: "University of Warwick: Reputation Audit" and "The Corporate Identity Guide". Findings -Warwick's new CI is the reflection of the new management strategy which is the move from a decentralised towards a more centralised management style. In this respect the changes at Warwick represent not a one-dimensional perspective to CI but rather the first step of an evolving CI programme. Originality/value -Application of the Melewar and Jenkins identity model in the context of a higher education sector.