A strategic Enquiry into the Holistic Nature of Corporate Identity to enable its Systematic Control

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dc.contributor.author Miggou, Olga
dc.date.accessioned 2012-10-30T15:27:20Z
dc.date.available 2012-10-30T15:27:20Z
dc.date.issued 2012
dc.identifier.uri http://hdl.handle.net/2086/7669
dc.description.abstract This is an unconventional study, which addresses the thematic field and the esoteric nature and essence of Corporate Identity. The thesis concentrates in the understanding of Corporate Identity aiming towards an holistic explanation of the concept appropriate for practical multidisciplinary use. It proposes a systematic methodology and establishes a design practitioner perspective, which aims at reliable co-ordination and control of Corporate Identity operations. The methodology to structure the literature A Strategic methodology of questions was developed to operate as a research methodology, which explored Corporate Identity, by revealing the “Form” of its concepts, its connections and its anomalies, as they occur extensively in the published and public domain. The review of published literature was carried out through a discussion process of published material subjected to diagnostic questions; through which the Terminology, Functional concepts, Methodologies are reported to influence Corporate Identity; contributing to the understanding of Corporate Identity’s Form and to further clarifying research issues. Literature review, was subjected to discussion, provisional observations and conclusions and is presented into 8 chapters. The Strategic Enquiry continued and extended on discussing Corporate Identity Field Examples, to interrogate real life experience material, to reveal an extended understanding of overt and covert issues of Corporate Identity’s Form, and to focus research planning accordingly. This process contributed into bringing together clusters of relevant information, gleaned from a rather fragmented published literature, thus forming a more holistic and broader understanding of the concept. However, from this holistic picture it was observed that certain essential texts are missing. Hence a further information literature search, was carried out which reported on texts which are not sufficiently or at all covered in specialised Corporate Identity literature but were regognised by this researcher as essential for a meaningful development of this thesis. The most important information brought into the context of Corporate Identity, at this stage, was a well established tool applicable to complex design projects, which was considered to be useful towards a more effective and holistic Corporate Identity control. The Field work This systematic approach and treatment of the published material contributed to an holistic understanding of the nature, scope, importance, complexity and topicality, of the subject; and lead to a diagnostic understanding of important problems that continually challenge the field. This was achieved through the research design of the thesis, which incorporated the inferences and observations of the Strategic Enquiry and the tried and tested systems design model for the organisation of complex design projects was used as a reference datum to inform the compilation of the questions of a semistructured interview. The Field study explored how Corporate Identity processes were holistically carried out in a Big UK financial institution specifically looking for practice discontinuities and deviations in the procedures. A diagnostic tool appropriate to investigate Corporate Identity operations was created as a result. The interview material was also subjected to content analysis to explore whether the thesis’ inferences and deductions could d also be grounded in practice. The thesis was then evaluated by relating the thesis material, to the thesis objectives, highlighting the outcomes and limitations employing SWOT analysis. As an epilogue to this thesis, within resources available this study appears to have contributed a substantial insight to the Form and operations of Corporate Identity. It also identified the opportunity for more valuable research, to be carried out. en
dc.language.iso en en
dc.publisher De Montfort University en
dc.subject Holistic explanation of Corporate Identity en
dc.subject brand for practical multidisciplinary use en
dc.subject the esoteric nature of Corporate Identity en
dc.subject Corporate Identity management and control of operations en
dc.subject systematic control of Corporate Identity or brand operations en
dc.subject Corporate Identity and design en
dc.subject brand and design en
dc.subject structured methodology to organise and interrogate literature en
dc.subject research methodology to reveal research issues and topics en
dc.subject problems with Corporate Identity operations en
dc.subject the role of various professional disciplines in Corporate Identity or brand operations en
dc.title A strategic Enquiry into the Holistic Nature of Corporate Identity to enable its Systematic Control en
dc.type Thesis or dissertation en
dc.publisher.department Faculty of Art, Design and Humanities en
dc.type.qualificationlevel Doctoral en
dc.type.qualificationname PhD en

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