define a conceptual model to map out the different aspects of an identity requiring management and alignment. These authors dis-tinguish four discrete facets of identity: (1) actual the current organizational, structural, and philosophical attri-butes of an organization; (2) communicated what the organization communicates to its stakeholders, which includes both the ‘‘controllable’’ facets of corporate com-munication and the ‘‘non-controllable’’ means of commu-nication (Balmer and Gray 1999); (3) desired what corporate management wants its image to be (closely related to the ‘‘vision for the future’’ of the chief execu-tive); and (4) ideal what objective external analysts view as the organization’s optimal identity positioning. Balmer and Greyser (2002) extend the model of organizational identity (denominated as the AC2ID test) to include a new aspect, ‘‘conceived identity,’’ which refers to the perceptions of the company¯its overall organizational image¯held by relevant stakeholders (Balmer and Greyser 2002). Managing this conceived identity is suggested to be all about making judgments as to which group’s perceptions are most important (Balmer et al. 2007). In conceived identity, the organizational identity does not necessarily reside exclu-sively inside the company. Instead, conceived identity is formed in the mirror of others’ perceptions, forming and influencing aspects of how an organization behaves and asserts its identity.