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The purpose of this paper is to attempt to examine how corporate identity (one of the elements of Balmer's 6Cs of corporate marketing) could be better understood, whilst also addressing how the deconstruction of one of the other elements (i.e. communications: corporate advertising) could provide deeper insight into what corporate identity truly means.

This paper examines various theoretical approaches which have compartmentalised the meaning of corporate identity. It also highlights how these compartments interrelate. The paper introduces the semiotic method and illustrates how this method could deconstruct firms' perception of corporate identity.

Two conceptual models and a semiotic method process were contributed. The first model reveals three main constructs of corporate identity, namely symbolism, behaviour, and corporate communications, and the second model reveals the corporate personality construct. The semiotic method reveals the positioning of corporate identity as a corporate personality construct.

This paper provides a better understanding of the meaning of corporate identity by developing two conceptual models and a semiotic method. The conceptual models provide an analysis of how various theoretical approaches which have compartmentalised the meaning of corporate identity interrelate. The semiotic method provides a stage‐by‐stage process of how a firm's perception of corporate identity is deconstructed. The conceptual models and the semiotic method give a better understanding of the meaning of corporate identity.

Purpose – This chapter examines how irresponsible corporate activities (environmental pollution, human rights abuses, tax evasion, corruption and contract scandals) of some multinational oil companies in the Niger Delta influence stakeholders’ perception of their image/reputation in Nigeria.

Methodology – The objective of this chapter is accomplished through the review of literature on the activities of multinational oil corporations in the Niger Delta, supported by qualitative interviews and analysis of archival materials.

Findings – Three important findings emerged from this study. First, the participants were fully aware of the irresponsible behaviours of oil corporations in the Niger Delta, and some oil corporations were involved in these illicit acts. Second, the analysis of archival materials supports the participants' views with reference to the identities of the corporations involved in these criminal acts. Third, the absence of a strong corporate governance system in Nigeria makes it possible for the officials of oil corporations to tactically circumvent the law by involving in a maze of sophisticated corrupt acts.

Research/practical implications – The implication for the academics and practitioners is evident when a corporation implements corporate social responsibility dutifully; it generates positive impact on its corporate reputation rating. Conversely, when a corporation engages in irresponsible corporate misbehaviours, it attracts negative consequences on its reputation.

Originality – The originality of this chapter lies in the fact that it is the first empirical study to examine the impact of corporate social irresponsibility on the image/reputation of multinational oil corporations in Nigeria.

Although African markets have incorporated various selling practices originating from the West, there are still some selling practices that are indigenous to the African people and are widely practised by sellers across the continent. This chapter is an attempt at documenting those indigenous practices with the aim of providing managers, educators and policymakers of the continent with a reference document on what these indigenous selling practices are, how sellers invoke them in the course of transactions and the cultural values that guide these practices. Primary data were gathered from three countries representing western, eastern and southern Africa through observations, field surveys and in-depth and key informant interviews while literature was sourced for secondary data. The chapter identified street selling, haggling and credit-based selling as the major indigenous selling practices found among sellers in Africa. The cultural values that guide selling in the continent include respect, trustworthiness and kindness. The chapter displayed a framework to explain the subject matter and made some practical suggestions that are relevant for managers, educators and policymakers.

The purpose of this paper is to establish how sales are propelled when consumer spending level falls. Design/methodology/approach – Case study together with deductive research approach was used. Findings – While conventional marketing strategies did little to enhance sales, Geiz‐ist‐Geil was found to be very helpful in sustaining sales levels when consumer spending levels were plummeting.

Theoretical literature on marketing strategy is silent on the use of non‐conventional marketing strategy. Geiz‐ist‐Geil strategy is found to be useful in propelling sales. There is an urgent need to put greater focus on non‐convention marketing strategies. In addition, practitioners need to look beyond the confines of the 4Ps strategy. There is a need for managers to adopt non‐conventional strategies. Originality/value – Contrary to previous theoretical literature, where it is conspicuous by its absence, the use of non‐conventional marketing strategy (i.e. Geiz‐ist‐Geil strategy) is emphasized in this study.

This paper aims to theorise the concept of corporate brand covenant.

Christian theology is drawn on to define and identify the source of the notion of covenant. Similarly, a review of the literature on the meaning and management of corporate branding is presented. Following a thorough review of the literature, the notion of a corporate brand covenant is conceptualised and discussed. This is firmly supported by a semiotic deconstruction of a corporate advertisement from HSBC.

Six important findings emerged from the study. The first is the Christian theological insight into the notion of covenant. This finding drew the attention of corporate branding academics to the source of this phenomenon. Second, a total of six cardinal principles (initial scenario; a covenanter, a covenant and a covenantee; the covenant is binding on all parties; the covenant is perpetual; the covenant is irreversible; the covenant stems from God and is then handed on to man) were proposed. Third, a template highlighting how the biblical covenant is managed was conceptualised. Fourth, six mandatory components of corporate branding: firm's personality; corporate positioning; interactions; corporate communications; stakeholders; corporate reputation/image; were identified. Fifth, an integrative framework highlighting the points of linkages between the biblical covenant and the corporate brand‐oriented covenant was developed. Sixth, a new definition of corporate brand covenant was suggested and supported by a semiotic deconstruction of HSBC's corporate advertising campaign.

There is little literature devoted to corporate brand covenant. The majority of works addressing this concept have done so anecdotally. Thus, by addressing this phenomenon via a Christian theological lens, the study solidifies the corporate branding literature, which at the moment lacks a strong foundation in social science theory.

Practitioners are encouraged to remember that the successful management of a corporate brand begins with a thorough understanding of what a corporate brand covenant means. An understanding of this concept will enable managers to define and deploy strategies that will promote corporate branding issues.

The paper extends the frontiers of existing anecdotal discourse on corporate brand covenant. In so doing, a fuller and more robust understanding of the concept of corporate branding among academics and practitioners is achieved.

Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore the family identity elements that family wineries use on their websites, their alignment and how these are communicated online.

Based on Gioia’s methodology, a two-pronged approach was used to analyze 113 wineries’ websites’ text using Atlas. ti from an interpretivist perspective.

South African wineries use corporate identity, corporate personality and corporate expression to illustrate their familiness on their websites. It is portrayed through their family name and heritage, supported by their direction, purpose and aspirations, which emerge from the family identity and personality. These are dynamic and expressed through verbal and visual elements. Wineries described their behaviour, relevant competencies and passion as personality traits. Sustainability was considered an integral part of their brand promise, closely related to their family identity and personality, reflecting their family-oriented philosophy. These findings highlight the integration that exists among these components.

Theoretically, this study proposes a family business brand identity framework emphasising the centrality of familiness to its identity, personality and expression. Using websites to illustrate this familiness is emphasised with the recommendation that family businesses leverage this unique attribute in their identity to communicate their authenticity.

This study contributes to understanding what family wineries communicate on their websites, specifically by examining the elements necessary to create a family business brand based on the interrelationship between family identity, personality and expression with familiness at its core, resulting in a proposed family business brand identity framework.

Victoria Olufunmilayo Ajala (PhD) is Reader at Department of Human Communications, Bowen University, Nigeria, holds a BSc (1st Class honours), two MScs in Advertising and PR and PhD in Communication. She has published books and several research articles in local and international journals, and is Fellow of the NIPR, a member of the ACCE and the APRA.