Corporate Identity: An Analysis of Evolution Over Time

The aim of the research is to explore the evolution of the Corporate Identity (CI) construct by identifying what constructs of CI are fundamental in each decade, and develop an updated Corporate Identity Taxonomy based on systematic literature review, Big-Data analysis, and exploratory primary research. A systematic literature review (SLR) was conducted, accompanied by a Big-Data analysis of the SLR through word frequencies, word search, and word cloud functions. Based on the SLR, the Big-Data Analysis, compared and aligned with the industrial development of each decade, the fundamental constructs of CI in each decade were identified, forming an updated CI Taxonomy. The study clarifies the fundamental Corporate Identity constructs as emerged in each decade and the formation of a Corporate Identity Taxonomy through the systematic literature review and the big-data analysis that were researched. A significant part of the proposed model was based on clues retrieved from existing research.