Factors that affect corporate identity promotion: A field study about top 500 firms in Turkey

With increasing the importance of corporate identity, this study explores the importance of corporate identity promotion and the factors that affect corporate identity promotion. It chiefly focuses on corporate identity activities and the factors that affect the emphasis of corporate identity activities.This study conducted in two steps. In first step, an in-depth interview was haven with public relations specialists to display the understanding of corporate identity and corporate identity management. In second step, a survey was conducted with firms from the list of Capital magazine that assessed the corporations according to their revenue.Results show that the most important elements in corporate identity promotion are; corporate web site, publications, advertising and public relations. A positve relationship was found between the firms using the monolitic or endorsed branding strategy and corporate identity promotion. Also size of firms and financial resources of corporate identity activities are positively related to the firm?s promotion of it?s corporate identity. As expected, a diverse group of communication professionals working in a variety of departments within their firms respended the survey. But mostly marketing, corporate communicatio or advertising and public relations professionals are responsible from corporate identity management. Corporations that use the media monitoring agencies give more importance of corporate identity promotion. Similarly corporations that use the corporate identity brochure give more importance to corporate identity promotion.