TY - JOUR
T1 - Naming as Strategic Communication: Understanding Corporate Name Change through an Integrative Framework Encompassing Branding, Identity and Institutional Theory
AU - Schmeltz, Line
AU - Kjeldsen, Anna Karina
PY - 2016
Y1 - 2016
N2 - This article presents a framework for understanding corporate name change as strategic communication. From a corporate branding perspective, the choice of a new name can be seen as a wish to stand out from a group of similar organizations. Conversely, from an institutional perspective, name change can be perceived as a way to claim membership of a given orga- nizational field. The framework integrates these understandings and serves a double purpose. First, it can be applied as a theoretical lens through which we can analyze and consequently understand naming in diverse sectors around the world. Second, it offers practical support to organiza- tions, private as well as public, who find themselves in a situation where changing the name of the organization could be a way to reach either communicative or organizational goals.
AB - This article presents a framework for understanding corporate name change as strategic communication. From a corporate branding perspective, the choice of a new name can be seen as a wish to stand out from a group of similar organizations. Conversely, from an institutional perspective, name change can be perceived as a way to claim membership of a given orga- nizational field. The framework integrates these understandings and serves a double purpose. First, it can be applied as a theoretical lens through which we can analyze and consequently understand naming in diverse sectors around the world. Second, it offers practical support to organiza- tions, private as well as public, who find themselves in a situation where changing the name of the organization could be a way to reach either communicative or organizational goals.
KW - Corporate branding
KW - Co-creation
KW - Brand co-creation
KW - Identity
KW - Corporate identity
KW - Rebranding
KW - Corporate communication
KW - Strategic Communication
KW - Names as strategic communication
KW - institutional theory
KW - Museums
U2 - 10.1080/1553118X.2016.1179194
DO - 10.1080/1553118X.2016.1179194
M3 - Journal article
SN - 1553-118X
VL - 10
SP - 309
EP - 331
JO - International Journal of Strategic Communication
JF - International Journal of Strategic Communication
IS - 4
ER -