An exploratory Q study of corporate brand identity
Le Roux, C; Du Plessis, Charmaine
Because of the growing demands on businesses to distinguish
themselves from competitors, corporate brand identity and image are
considered to be fundamental in enhancing the visibility and credibility
of a business. This study identified the perceptions of South African businesses across
various industries of corporate brand identity elements that govern
corporate brand image formation. In doing so, a theoretical perspective
was adopted that borrows from both marketing communication and
corporate communication theories. Firstly, the corporate brand identity
elements deemed signifi cant in corporate brand image formation were
identifi ed from earlier literature and research. Secondly, Q methodology
was used to categorise the variety and span of subjective opinion on
those corporate identity elements deemed significant for corporate
brand image formation. Finally, the dominant perceptions of the factors
that govern corporate brand image formation were isolated through Q
factor analysis. Seven richly diverse factors were derived, refl ecting the
most salient perceptions on the topic, namely trustworthiness of the
brand, creative marketing, effective management and administration,
stability through business innovation, customer satisfaction, effective
integrated communication and strategic positioning of the brand.
Study using Q methodology for corporate brand identity
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