The use of identity in marketing The use of identity is a well know term, especially in modern day society, when

more and more products are being created and distributed by not few, but one company. However, this choice of product branding can be both very lucrative and also backfire and become very risky. My job was to dig in deeper in the use of identity in marketing by analyzing few different articles about this subject written by different authors. To begin with, Sue Westcott Allesandri gives a very vivid and vast explication about the modeling of corporate identity, claiming that over time, consistent impressions of a positive corporate image will produce a positive corporate reputation.Even though, after reading this article it seems that its not too hard to achieve a good reputation in selling, the real key is to sustain the quality and build up the level of achievemnents, because world moves very fast these days, and tomorrow u might be concurred down by your competition. Innovation, strategy and identity article, written by Thomas Hoholm and Fred H. Stronen, introduces us to very interesting view on the matter, claiming that strategy formation and innovation of identity need to be seen as heterogeneous processes. Authors claim it happen because identities come from organizations with a different background also because of it, rising the negotiation of the strategies. Moving on to other articles, I come to corporate branding article which simply explains the goods and the bads of corporate branding; by using corporate branding with a successfully marketed product, a company can familiarize consumers with its products and may create brand loyalty. If the public likes one product from this company, then they may seek out the brand name when buying other products. Corporate branding is usually only successful if the company is well known and sells reputable products with a positive image. One of the disadvantages of corporate branding is that the company can become identified with only one type of product. Shu-pel Tsai, another author that gives us his outlook on the subject in his article Corporate marketing management and corporate - identity building. Shu-pel, shares three methods to successful corporate marketing management and identity building. Those are:

Developing measurement of the roles which the corporate communication manager assumes as the narrative coordinator, a narrative network weaver and a narrative coauthor.

Testing the effectiveness of the corporate-identity building based on the narrative paradigm on the strategic asset for the corporate organization to pursue competitive advantage.

Integrating the narrative paradigm with other potentially compatible paradigms for the task of building effective corporate identity.

Another article about the use of identity in marketing explains that the conceptualized relations that are concerned with areas such as organizational characteristics, communication strategy and visual identity management are expected to help brand and marketing managers in successfully integrating the auditory dimension into their armoury of communication activities in the future. Last article I came across is about the identity studies, which reviews different perspectives and implications for corporate-level marketing. The article is written by Hong-Wei He and John M.T. Balmer, who claim that there are four perspectives regarding identity studies: visual identity, corporate identity, organization`s identity and organizational identity. These identities broaden the current categorization of identity studies giving the chance to study the behavior of every identity in the marketing. Considering all of the above, after having to analyze different articles on the use of identity in marketing, I learned that it is far more complex and difficult than u might think. First of all, one must put in a lot of work and integrity to be able to create an eye catching identity in the marketing, and even if one succeeds, he still has to be willing to sacrifice lots of sleepless night to come up with a plan how to stay relevant to the market .

References 1. Identity studies: multiple perspectives and implications for corporate-level marketing. Hong-Wei He, John M.T. Balmer. Article. 2005. 2. Corporate marketing management and corporate-identity building. Shu-pel Tsai. Article. 2008. 3. Exploring the auditory dimension of corporate identity management. Roland H. Bartholme, T.C.Melewar. 2009. 4. Managing your corporate images. Dowling G.R. Industrial marketing management.1986. 5. Innovation, strategy and identity: a case study from the food industry. Thomas Hoholm, Fred H. Stronen. Article. 2011. 6. Modeling corporate identity: a concept explication and theoretical explanation. Sue Westcott Allesandri. An International Journal. 2001.