Overall, CIM involves (1) the endorsement of consistent behavior through the diffusion of a company’s mission, values, and goals (2) the expression and pursuit of brand and image consistency in the organization’s symbols and forms of communication and (3) the implementation, support, and maintenance of visual systems. This study develops an interdisciplinary measure of the CIM construct by drawing on the literature and primary data, such as exploratory research, a survey, and a follow-up phase. The progression of research that examines corporate identity is contingent on clarification of the scope of corporate identity management (CIM) and development of generalizable and applicable measures of the construct. Management plays a key role in the development and maintenance of corporate identity, including paying particular attention to the internal and controllable aspects of the process.
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