Advance Search

An exploratory analysis of the corporate identity of selected national government departments in South Africa

L Bezuidenhout
University of Pretoria
CH van Heerden
University of Pretoria
Keywords:
Copyright and Licensing:
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Share:

How to Cite

An exploratory analysis of the corporate identity of selected national government departments in South Africa. (2022). Communicare: Journal for Communication Studies in Africa, 22(1), 1-19. https://doi.org/10.36615/jcsa.v22i1.1796
Crossref
Scopus
Google Scholar
Europe PMC
  • Articles
  • Submited: October 22, 2022
  • Published: October 24, 2022

Abstract

A communication task team appointed by the Government of South Africa in 1996
suggested that there should be one corporate identity for the government. A problem
resulting from this suggestion was what this unitary corporate identity should reflect
and which elements it should include.
This article is based on a study into the viability of creating one corporate identity for
all the South African government departments.
Background is given for a government decision to create one corporate identity. The
view that corporate identity consists of the integration between visual identity and
behavioural identity and its possible application on the government departments of
South Africa is discussed.
The main finding of this study is that the current corporate identity of four selected
government departments consists of corporate service and behaviour, dynamism and
visual identity

pdf
pdf

Article Metrics Graph

Article Views | PDF Downloads
Chart Graph | Range Graph

References

  1. ARGENTI, P.A. 1998. Corporate communication. Singapore : Irwin McGraw-Hill.
  2. ASHER, J. 1997. Promoting brand identity: What's in your name again? ABA Banking Journal, 89(9):78- 82.
  3. CHRISTENSEN L.T. & ASKEGAARD S. 2001. Corporate identity and corporate image revisited. European Journal of Marketing, 35(3/4).
  4. https://doi.org/10.1108/03090560110381814 DOI: https://doi.org/10.1108/03090560110381814
  5. COLLINS, J. 1997. It's not what you make, it's what you stand for. Inc., 19(14):42-45.
  6. COOPER, D.R. & EMORY, C.W. 1995. Business research methods. Chicago : Irwin.
  7. CROFT, M. 1989. Beyond the corporate logo. Accountancy (UK), 104:1152 August: 65-66.
  8. CUTLIP, S.M., CENTER, A.H. & BROOM, G.M. 1984. Effective public relations. New Jersey : Prentice-Hall.
  9. DU PLOOY, G.M. 2001. Communication research. Techniques, methods and applications. Lansdowne : Juta.
  10. JEFKINS, F. 1997. Public relations techniques. Oxford : Butterworth-Heinemann.
  11. GOUVERNEUR, M. 1997. An exploratory investigation into factors that determine the corporate image of South African fast food restaurants. Unpublished honours dissertation at the University of Pretoria
  12. GRUNIG, J.E. 1993. Image and substance: from symbolic to behavioural relationships. Public Relations Review, 19(2):121-139.
  13. https://doi.org/10.1016/0363-8111(93)90003-U DOI: https://doi.org/10.1016/0363-8111(93)90003-U
  14. LOVE, K.D. & ROBERTS, K.J. 1997. Your company's identity crisis. Management Review, 86(9):56-60.
  15. LUBBE, B.A. & PUTH, G. 1994. Public Relations in South Africa - A management reader. Durban : Butterworth.
  16. McCOY, J. 1998. Joining the identity parade. Marketing Week, 21(25):26-27.
  17. RIEL, B.M. & BALMER, J.M.T. 1997. Corporte identity: the concept, its measurement and management. European Journal of Marketing, 31(5/6):340-355. https://doi.org/10.1108/eb060635
  18. ROTH, J. 1998. Editor's desk. American Printer, 221(6):8.
  19. SCHREUDER, A. & GOUVERNEUR, M. 1998. Antecedents of visual and behavioural elements of Corporate Identity. Unpublished research report at the Marketing Educators Conference: Cape Town.
  20. SELAME, E. 1997. Public relations' role and responsibility in reflecting changes in companies culture, structure, products and services. Public Relations Quarterly, 42(2):12-17.
  21. SKINNER, C. & VON ESSEN, L. 1999. Handbook of Public Relations. South Africa : International Thomson Publishing.
  22. South Africa (Republic). Government Communication and Information Services (GCIS) 1996. Communication 2000, A vision for government communications in South Africa.
  23. Bezuidenhout & Van Heerden: Factors that influence the implementation of one corporate identity for the public service of SA 19
  24. South Africa (Republic). Government Communication and Information Services (GCIS) 1997. Corporate Identity Management Report.
  25. South Africa (Republic), Government Communication and Information Services (GCIS) 1999. Imaging Government - New Corporate Identity for Government.
  26. South Africa (Republic), Department of Public Service and Administration 1999. Batho Pele - Transforming Public Service Delivery.
  27. South Africa (Republic). Government Communication and Information Services (GCIS) 1999. South African Yearbook 1999.
  28. VAN HEERDEN, C.H., SCHREUDER, A.N. & GOUVERNEUR, M. 2000. Factors that determine the corporate image of South African fast food restaurants. South African Journal of Economic and Management Sciences, 3(1):125-142.
  29. https://doi.org/10.4102/sajems.v3i1.2603 DOI: https://doi.org/10.4102/sajems.v3i1.2603
  30. VAN HEERDEN, C.H. 1999. Developing a corporate image model. South African Journal of Economic and Management Sciences, 2(3):492-508.
  31. https://doi.org/10.4102/sajems.v2i3.2593 DOI: https://doi.org/10.4102/sajems.v2i3.2593
  32. VAN HEERDEN, C.H.& PUTH, G. 1995. Factors that determine the corporate image of South African banking institutions: An exploratory investigation. International Journal of Bank Marketing, 13(3):12-17. https://doi.org/10.1108/02652329510082979 DOI: https://doi.org/10.1108/02652329510082979
  33. VAN RIEL, C.B.M. & BALMER, J.M.T. 1997. Corporate identity: The concept, its measurement and management. European Journal of Marketing, 31(5/6). https://doi.org/10.1108/eb060635 DOI: https://doi.org/10.1108/eb060635
  34. WIMMER, R.D. & DOMINICK, J.R. 1991. Mass media research. An introduction. California : Wadsworth.
  35. ZIKMUND, W.G. 1991. Exploring marketing research. Orlando : The Dryden Press
How to Cite
An exploratory analysis of the corporate identity of selected national government departments in South Africa. (2022). Communicare: Journal for Communication Studies in Africa, 22(1), 1-19. https://doi.org/10.36615/jcsa.v22i1.1796

Send mail to Author

Send Cancel

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
    • Clarivate