Create a Corporate Identity

  • Edda Weimann
  • Peter Weimann



  • What are the hospital’s strategies from the top management?

  • Which group of employees damages the hospital deliberately?

  • What do employees need to be dedicated to a hospital?

  • How can Porter’s value chain be applied to creating a corporate identity for the hospital?

In this chapter we differentiate among corporate identity, corporate design and corporate image. This leads to the question: how can you motivate your co-workers and subordinates? The entire chapter gives you the competence to achieve a competitive advantage.


Five forces model Business process Competitive advantage Core competencies Core process Corporate design Corporate identity Corporate image Mission Porter’s value chain Process Success of a hospital Value creation Work motivation 

References and Further Reading

  1. Andreassen TW, Lindestad B (1998) Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. Int J Ser Ind Manage 9(1):7–23Google Scholar
  2. Balmer JMT, Greyser SA (2006) Corporate marketing: integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. Eur J Market 40(7/8):730–741CrossRefGoogle Scholar
  3. Gallup Poll (2014) Employee satisfaction and engagement.
  4. Gotsi M, Wilson AM (2001) Corporate reputation: seeking a definition. Corp Commun Int J 6(1):24–30CrossRefGoogle Scholar
  5. Hines P, Rich N, Bicheno J, Brunt D, Taylor D, Butterworth C, Sullivan J (1998) Value stream management. Int J Logist Manage 9(1):25–42CrossRefGoogle Scholar
  6. Porter NE (1985) Competitive advantage: creating and sustaining superior performance. The Free Press, New YorkGoogle Scholar
  7. Stuart H (1999) Towards a definitive model of the corporate identity management process. Cor Comm Int J 4(4):200–207CrossRefGoogle Scholar
  8. WHO (2008) The World Health Report 2008 – primary health care (Now more than ever).

Copyright information

© Springer Berlin Heidelberg 2017

Authors and Affiliations

  • Edda Weimann
    • 1
    • 2
  • Peter Weimann
    • 1
    • 3
  1. 1.Commerce Faculty Department of Information SystemsUniversity of Cape TownCape TownSouth Africa
  2. 2.Groote Schuur Hospital Academic HospitalUniversity of Cape TownCape TownSouth Africa
  3. 3.Beuth UniversityBerlinGermany

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