Models of the Formation of the Identity and the Image of Corporate Brands

Studies on the organizational identity and image have shown that by developing a favorable image before their interest groups (stakeholders, the organization generates a favorable impact on its products and services, on the fidelity of the consumers and their satisfaction. For the decision-makers it is very important to understand which are the factors that influence the image that people have of it in order to obtain real and competitive advantages. Although the literature on organizational image and identity took an interest in that aspect, a whole picture of all the factors that could influence the creation and management of the organizational image and identity has not yet been drawn. Studies regarding organizational image and identity date from the 50’s. Since then, researchers have presented a variety of perspectives to reach a more profound understanding of these two concepts. All these models presented in this paper are landmarks from which we can start the process of creation, development and measurement of the elements which frame the identity and form the image of an organization. Also, the methods used in regard to the organizational image and identity have proved that by developing a favorable image in front of their interest groups (stakeholders), it generates a favorable impact on its products and services, on the consumers loyalty and their satisfaction.