Corporate Identity and Corporate Reputation in Silicon Valley: Case Studies in Public Relations and Integrated Communications

Abstract

This two-case study of high-tech firms in Silicon Valley, near San Jose, California, explored how and why corporate identity principles were used in establishing a model campaign plan for these companies. In this process, it was necessary to establish a clearer relationship among the terms, corporate identity, corporate image, corporate branding, and corporate reputation from the organizational, advertising and public relations literature. There were three preliminary foci of the study: (1) the rationale of initiating a corporate identity campaign, (2) the ideal campaign management model, and (3) the essential factors affecting campaign success. Two key factors can be extracted from the study results: dominant coalition support and employee participation. Other indirect factors include a participatory culture, high-quality products, consistent messages, appropriate tactics, an understanding of customer needs, and the formation of an integrated marketing communications division.