Abstract

Increasingly, industry practitioners now pursue corporate identity as a broad phenomenon spanning various business disciplines. However, very few works within corporate identity literature recognize this belief. As such it appears that literature on corporate identity, for the most part, has been narrowly conceived. The pursuit of corporate identity along the multidisciplinary perspective, especially among industry practitioners, encourages the author to develop what he terms an extended corporate identity mix that recognizes the broad nature of corporate identity. Specifically, the author suggests what he terms the extended corporate identity mix, which broadens the theory of corporate identity mix beyond the enclave of symbolism, behaviour communication, strategy, structure, and culture. Indeed, a major finding in this study is five new channels that contribute significantly to the expression of a firm’s personality, comprising organization storytelling, core competence, visual style, and buyer value. The paper calls on academics to pursue corporate identity studies in such a way that the extended corporate identity mix that emerges from this paper is accommodated.

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