This introductory chapter provides a definition of corporate communication and lays out the themes for the remainder of the book. The chapter starts with a brief discussion of the importance of corporate communication followed by an introduction to key concepts such as corporate identity, corporate image and stakeholders. 1 In recent years, the importance of the corporate image has been recognized. One of the reasons behind this is the growing interest in studies of cor-porate image. The organization considers that the corporate identity of University of Warwick classifies its stakeholders into two broad categories - internal; and external stakeholders. The Introduction. Identity is the cornerstone of one of the most important areas of study in recent years: corporate marketing (Balmer, 2008).This term provides the foundation for numerous concepts, such as corporate brand identity (Balmer, 2012).This identity type encompasses specific values and features that, associated to the corporate brand, represent an organisation and the products offered directives such as this one. It is for this reason that the corporate identity manual should act as a reference guide for employees Activity Read the following corporate identity guidelines that apply at Unisa and answer the question that follows: Unisa brand A brand is an entity made dependent on trust. It is a promise made and a promise kept, using a combination of sensory stimuli A strong identity is important to shape people's thoughts and opinions positively about the company. Here are some points to highlight the importance of corporate identity: Helps to Differentiate: A well planned corporate strategy helps the business to differentiate itself in the market it is in. Creates Awareness: A corporate identity The identity of an organization in the marketplace is a critical reflection and symbol of the value the organizational culture brings to the customer at every touch point in the value chain. Employees are the ones who deliver on that promise. For many organizations, a corporate identity change is a once in a lifetime proposition. indicators. It is essential to be aware that the corporate identity has visual aspects could be important for the investor because of its iconic nature. Abratt (1989) considered corporate identity as a precursor of corporate image. As a result, we proposed the following hypothesis: H 1: Corporate identity relate positively to corporate image Bank corporate identity program, 1960. Chermayeff & Geismar Associates Logo designs. Saul Bass & Associates Bell Telephone System trademark, 1969. The design increased public recognition from 71% to more than 90%. Saul Bass & Associates In 1984, he redesigned the mark to better fit with the Corporate brand identity is a key issue for any organization. Accordingly, its study is a profitable field of research. As a result, companies should pay special attention to brand identity… PDF View 2 excerpts, cites background and results Brand Identity-image Congruence: A Framework for Business-to-business Banks in South Africa mindful of the critical importance of the corporate identity/strategy interface; a concern for the above should be an important part of their corporate marketing as well as regulatory and strategic deliberations. However, senior managers should note the inherent dangers to identity maintenance where material alignment between corporate identity