This is the original version of the Strathclyde Statement on corporate identity which was later revised:
"Corporate identity management is concerned with the conception, development, and communication of an organization’s mission, philosophy, and ethos. Its orientation is strategic and is based on a company’s values, cultures, and behaviours.
The management of corporate identity draws on many disciplines, including strategic management, marketing, corporate communications, organizational behaviour, public relations, and design.
It is different from traditional brand marketing directed towards household or business-to-business product/service purchases since it is concerned with all of an organization’s stakeholders and the multifaceted way in which an organization communicates.
It is dynamic, not static, and is greatly affected by changes in the external environment. When well managed, an organization’s identity results in loyalty from its diverse stakeholders.
As such it can positively affect organizational performance, e.g. its ability to attract and retain customers, achieve strategic alliances, recruit executives and employees, be well positioned in ﬁnancial markets, and strengthen internal staff identiﬁcation with the ﬁrm."
John M.T. Balmer and Stephen A. Greyser (1995)