Corporate identity management practices

Abstract

This study explores corporate identity management practices of a leading multinational telecommunications company, MTN Ghana. The research adopts a qualitative approach, using a case study design. Drawing on corporate identity theory, the study relied on semi-structured interviews with eight (8) purposefully sampled participants from the corporate communications department of the company, along with a review of official corporate documents. The findings revealed that MTN Ghana visually presents itself through corporate design elements including the company’s logo, colors and symbols. The company also communicates its identity through various forms of behaviors that reflect corporate norms, values and culture. In addition, the company recognizes the role of communication mix elements such as advertising, traditional and digital media in corporate identity formation. The data further revealed three main driving forces of corporate identity management practices: image and reputation management, competitive advantage and fraud prevention. It emerged that corporate identity management processes of the company involve integrating stakeholder engagement into the broader strategic corporate framework, collaborations and partnerships with credible entities, and commitment to corporate social responsibility. This study contributes to the understanding of corporate identity management practices of a multinational telecommunications company operating in a unique competitive context, Ghana. It provides valuable insights for practitioners and scholars interested in the interplay between corporate identity, organiz