Corporate identity and corporate image revisited ‐ A semiotic perspective

Asserts that the marketing discipline has been quite instrumental in securing and maintaining both practical and theoretical attention to the issues of identity and image in contemporary organisations. Discusses and critiques much of the discourse of corporate identity and image management. This is accomplished through a semiotic exercise in which prevailing perspectives and assumptions with respect to corporate identity and image are explained, analysed and subjected to a coherent interpretive framework. Rather than trying to legislate terminology or suggest conceptual parsimony, we use the semiotic framework as one way to illustrate the benefits of theoretical consistency and to stimulate self‐reflection among scholars who use the notions of identity and image.