Building a corporate image: an analysis of identity markers in business speeches
Faculty of Applied Economics
Antwerpen :UFSIA, 2002
Research paper / Faculty of Applied Economics UFSIA-RUCA ; 2002:16
University of Antwerp
In todays society, the importance of a company's positive image has gradually increased. Through many features, such as the company logo or advertising, companies try to build a positive corporate image. In this paper, I look at the way speakers in professional settings refer to and present the company they work for in their speeches. First, I will discuss the theoretical background of my analyses and the setting where my data were collected. Then I will look at four selected speeches in more detail, discussing for each how and to what extent the corporate image is built. In the final part, I will draw conclusions and briefly discuss points for further research.