In recent years academics have prod

In recent years academics have produced important work on the area such as
Abratt (1989), Albert and Whetten (1985), Balmer (1994, 1995), Lar็on and
Rietter (1979), Ramanantsoa (1989), van Rekom (1993), van Riel (1992, 1995) and
Wiedmann (1988). Increasingly academics acknowledge that a corporate
identity refers to an organization's unique characteristics which are rooted in
the behaviour of members of the organization. Many of the above scholars
conclude that the management of an organization's identity is of strategic
importance and requires a multidisciplinary approach. They argue that senior
managers can narrow the gap between the actual and desired corporate identity
through marshalling the corporate identity mix (communications, symbolism
and behaviour).