Corporate Cults: Corporate Identity and Storytelling in the Context of Archetypal Symbolism

Corporate Cults: Corporate Identity and Storytelling in the Context of Archetypal Symbolism

Deniz Özer (Ondokuz Mayis University, Turkey)
Copyright: © 2021 |Pages: 12
DOI: 10.4018/978-1-7998-4903-2.ch018
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Abstract

Corporate identity has certain qualities that enable the organization to be known, understood, and noticed. Corporate stories are powerful and permanent narratives that express the corporate identity. Corporate values are presented to target audiences with stories. Archetypes are used in this sense as part of corporate stories. Using Jung's four archetypes, the representation of corporation, its cultural values, and its social implications are addressed in a holistic approach and can be used to reveal the basis of corporate identity. Corporate archetypes create a common consciousness that shapes the target audience perception. In this study, it was attempted to reveal the relationship between the corporate stories, which were created through archetypes of Jung, and the elements of corporate identity. For this purpose, in the context of the study, the relationship between the four archetypes and the elements of corporate identity is examined in accordance with the information contained in corporate advertising.
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Corporate Identity And Its Elements

Identity is the means of separation from the similar ones or from others. Just as individuals, organizations also have identities that make them different from others and make them known (Bakan, 2009, p. 290). Corporate identity is the personality or image of an organization. Corporate identity can also be reflected in all visual elements. Identity forms the basis for corporal positioning (Güz et al., 2002, p. 226). Corporate identity refers to corporate beliefs, goals and values and is a unique management tool for separating the organization from competitors (Elden & Yeygel, 2006, p. 65). Corporate identity is a concept that has emerged for the purpose of expressing what organizations are. It has certain tasks such as ensuring the integration of employees with their organizations, and differentiating it from competitors outside the organization (Budak & Budak, 2014, p. 162).

Corporate identity has not only physical characteristics, but also internal characteristics and a style. Physical characteristics are the area of activity, residential units, equipment, technological level, and qualification levels of employees. The internal characteristics of the corporation is the organization structure, the way it functions, and its understanding of participative management. As per the style, it is how the organization establishes relations with the environment (Güz et al, 2002, p. 226). Corporate identity creates a whole with these elements coming together.

Key Terms in this Chapter

Corporate Advertising: Corporate advertising is made to create a positive image through the organization itself rather than its products or services. The scope of corporate advertising includes advertising concerning corporate image, financial image and advocating. Corporate image advertising aims to give a message on the issues that the organization is respected and responsible for.

Corporate Myths: Corporate myths are created in the stories that are created to explain corporate identity to the target audiences. Corporations want to be in an advantageous position by gaining recognition and reputation in the market. In this purpose, they reinforce their stories with myths. Thus, they create catchier narratives.

Storytelling: Storytelling is one of the most effective communication methods in telling the organizations themselves. Corporate stories are powerful and permanent narratives that express the corporate identity. In stories, perceptions are reshaped. The vision, mission, and values of the organization are narrated.

Archetypes: Archetypes are forms of understanding, seeing, hearing and expressing the world that are outside of the time and space. Archetypes are a mental symbol. Each narrative is also the product of archetypes and is expressed with symbols. For Jung, the archetype is the essential components of thinking, dreaming, and behaving.

Corporate Identity: Corporate identity is the personality or image of an organization. Corporate identity can also be reflected in all visual elements. Identity forms the basis for corporal positioning. Corporate identity refers to corporate beliefs, goals and values and is a unique management tool for separating the organization from competitors.

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