Tracking Number: ICA-7-10798
1
Change, re-branding, and communications: The fluctuating
identity of a major UK organization
Abstract
This paper reveals empirical evidence on a large-scale restructuring and corporate
re-branding initiative in a major UK distribution company. The article examines
the role of communication strategies in the change management process, which
underpin the organization’s attempt to alter its identity. An interlinked conception
of communication theory and organizational identity theory is developed to
reflect these findings. The aim of the study is twofold: to conceptualize the
integrated role of communication strategies in change processes; and to explore
the lacuna between the success and failure of the corporate communication
strategies in redefining organizational identity. Semi-structured and on-line
interviews with senior managers and internal consultants were conducted. The
research findings highlight the key components of the change process and the
wide gulf between the intention of the change and its realization.
Keywords: Organizational Communication, Communication Strategy, Change Management,
Organizational Identity and Image
Convention