Corporate Identity, Strategy and Change

11 Pages Posted: 24 Apr 2018

See all articles by Russell Abratt

Russell Abratt

University of the Witwatersrand

Michela Mingione

affiliation not provided to SSRN

Date Written: January 2017


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.

Keywords: corporate identity, strategy, evolutionary change, revolutionary change, punctuated equilibrium theory

Suggested Citation

Abratt, Russell and Mingione, Michela, Corporate Identity, Strategy and Change (January 2017). Journal of Brand Management, Vol. 24, Issue 2, 2017. Available at SSRN: or

Russell Abratt (Contact Author)

University of the Witwatersrand ( email )

1 Jan Smuts Avenue
Johannesburg, Gauteng 2000
South Africa

Michela Mingione

affiliation not provided to SSRN

Register to save articles to
your library


Paper statistics

Abstract Views
PlumX Metrics