Table I. Key corporate identity trait... | Emerald Publishing

Table I.

Key corporate identity trait determinants

Trait classification (A-E)	Trait foci	Corporate identity management responsibilities
A: ADVANTAGEOUS	Strategic imperative	Substantiate identity traits which are advantageous in supporting the organisation’s aims and obligations
B: BENEFICIAL	Stakeholder imperative	Substantiate identity traits which are mutually beneficial to both customers and other key stakeholders and the organisation
C: CRITICAL	Corporate marketing imperative	Substantiate identity traits which are critical to the firm’s core activities vis-à-vis product/service/brand quality and which also deliver the corporate brand promise
D: DISTINGUISHING	Corporate positioning imperative	Substantiate identity traits which meaningfully and favourably distinguish your organisation from competing/challenger organisations
E: EFFECTUAL	Corporate environment imperative	Substantiate identity traits which are in effectual alignment with the current and future corporate (business) environment (political, economic, ethical, social and technological forces)

Trait classification (A-E)	Trait foci	Corporate identity management responsibilities
A: ADVANTAGEOUS	Strategic imperative	Substantiate identity traits which are advantageous in supporting the organisation’s aims and obligations
B: BENEFICIAL	Stakeholder imperative	Substantiate identity traits which are mutually beneficial to both customers and other key stakeholders and the organisation
C: CRITICAL	Corporate marketing imperative	Substantiate identity traits which are critical to the firm’s core activities vis-à-vis product/service/brand quality and which also deliver the corporate brand promise
D: DISTINGUISHING	Corporate positioning imperative	Substantiate identity traits which meaningfully and favourably distinguish your organisation from competing/challenger organisations
E: EFFECTUAL	Corporate environmentimperative	Substantiate identity traits which are in effectual alignment with the current and future corporate (business) environment (political, economic, ethical, social and technological forces)