Corporate and generic identities: lessons from the Co-operative Bank

In recent years corporate identity has become a fashionable and much talked about, if little understood, management process. Provides a brief overview of the literature on corporate identity and discusses the importance of corporate identity in UK banking. Examines the historical evolution of the Co...

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Bibliographic Details
Published in:	International journal of bank marketing 1996-07, Vol.14 (4), p.22-35
Main Authors:	Wilkinson, Adrian, Balmer, John M.T
Format:	Article
Language:	eng
Subjects:	Bank marketing Banking industry Brand management Clearing banks Corporate culture Corporate identity Corporate image Financial services Logos Marketing Personality Philosophy Public relations Writers
Online Access:	Get full text
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Summary:	In recent years corporate identity has become a fashionable and much talked about, if little understood, management process. Provides a brief overview of the literature on corporate identity and discusses the importance of corporate identity in UK banking. Examines the historical evolution of the Co-operative Bank's identity and its attempts to position itself within the context of two generic identities; that of the Co-operative Movement and the generic identity of the banking industry. Argues that the Co-operative Bank has achieved differentiation by drawing on the philosophy of the Co-operative Movement - a generic identity - in order to position itself within the generic identity of the banking industry. Senior managers having responsibility for an organization's corporate brand might usefully contemplate on Balmer's assertion that organizations, in examining their past sometimes find their future.
ISSN:	0265-2323 1758-5937