Thursday, November 20, 2008
Week 13- Organizational identification
The text book talks about the importance of organizational identification. It gives examples of the way companies use the medium of advertisements make an identity and it is a medium for them to endorse their products as well. Another way companies make an identity is by making use of catchy slogans. I believe it is very essential for the companies to have their own identity so that customers get familiar with the company and that helps them take decisions about their product brand.
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In chapter 5, Cheney et al., (p.114) they write about how the employee internalizes the beliefs and visions of the organization. They go on to say that they become exemplars of the organization. Creating a brand and a passion for the positive aspects of the organization a clearly affects of "creating identity." The slogans that are developed and used for the consumer become part of the culture of the members of the organization. There is obviously some transition time in embracing the message (slogan). Over time the message becomes a part of the conversation and may be defended or reinterpreted by the members. The organization needs be successful in whatever their business or mission may be. Failures in positive outcomes or negative press regarding internal issues may result in a 'revamping" of the logo and slogan: think of Arthur Anderson Consulting. They changed their name to Accenture, 2001 after the Enron fiasco. Arthur Anderson was the accounting firm during the Enron mess and was convicted of obstruction of justice in 2002.
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