Journal of Brand Management

, Volume 24, Issue 2, pp 129–139 | Cite as

Corporate identity, strategy and change

  • Russell AbrattEmail author
  • Michela Mingione


This commentary aims to broaden our understanding of corporate identity, in particular its relationships to strategy and change. It highlights the evolving nature of corporate identity and strategy, outlines the triggers for corporate identity change, examines earlier managerial models and reports on some existing case examples. Drawing on the field of management studies, in particular the Punctuated Equilibrium Theory, we propose a model to successfully manage the corporate identity change process. We call for more research in the corporate identity area.


corporate identity strategy evolutionary change revolutionary change punctuated equilibrium theory 


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Copyright information

© Macmillan Publishers Ltd 2017

Authors and Affiliations

  1. 1.Huizenga College of Business and EntrepreneurshipNova Southeastern UniversityLauderdaleUSA
  2. 2.University of Rome Tor VergataRomeItaly

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