Analyse the differences between the corporate identity, branding, image and reputation of McDonald's, presenting an argument as to the need for changes to their communication activities.

Scholars have long been consumed with efforts to determine how the constructs of identity, image, reputation and brand argon conceptually related and relevant in an organisational context. (Kärreman, 2008, 103) In like a shot?s commercial environment, large corporations face increasing compel to manage the symbolic dimensions of their activities and thus the associated strategic implications, so this pursual is made even more relevant (Dacin, 2006, 95) While researchers across several disciplines have explored these constructs, a signifi piece of asst dilemma in the study of these paradigms is that they are frequently misinterpreted or conf go ford with for each one other. To well(p)y elucidate their individual meanings, we dissolve make use of large corporation McDonalds as a practical case-study. by dint of discussion and theoretical application, we can determine how the separate constructs of integrated identity image, reputation and branding differ, and critically assess their go bad in McDonald?s integrated environment. Through this discussion we can then determine whether current corporate communication activities are sufficient, and what changes, if any, need to be made.

Unpacking the concept of corporate identity can prove difficult as there are so many divergent views on its precise definition, a disputation which often lends itself to a theoretical ?fog? (Balmer, 2001.



) While the neediness of consensus is problematic, the contributions of academics from across various disciplines have combined to generate a broad multidimensional characterization which involves an interaction of business strategy, corporate philosophy, culture, behaviour and design (Van Reil, 1997) (Melewar, 2003, 200.) Originally corporate identity was viewed however from a ?graphic design? paradigm, being seen as having the fillet of sole purpose of ?increasing organisational visibility,? (Cornelissen, 2008, 65) Through both academic and historic development corporate identity is now more generally determined through an ?understanding of an organisations mission, values, vision and culture? (Cornelissen, 2008, 67.) The ? aggregate of these (unique) tangible and intangible elements? (Zinkhan, 2001,

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