A COMMUNICATION PERSPECTIVE ON ORGANIZATIONAL IMAGE AND IDENTITY: STUDY UPON A ROMANIAN RUGBY TEAM
A COMMUNICATION PERSPECTIVE ON ORGANIZATIONAL IMAGE AND IDENTITY: STUDY UPON A ROMANIAN RUGBY TEAM

Summary/Abstract: There is a huge gap in the current PR literature concerning the balance between an assumed identity and a received image of an organization. To little is discussed upon the transfer of identity to a targeted public, and a certain amount of PR strategies are concerned more about “how it should be done” (the event or the campaign), than about “why it should be done” in this particular manner. More and more, the world of sport branding is gaining interest in the PR research field, as the sports industry is booming like never before. Sports are now a global business that is on the cutting-edge of entertainment, new media technology, communication and marketing synergies. And the industry will only continue to grow by leaps and bounds into the foreseeable future. When debating on image-identity formation with regards to sport fans, the current PR literature base does not adequately address the creation of fan’s brand image or fan’s decision to foster a team or another. Therefore, we will try, in our presentation, to identify the challenges facing today’s sport branding and advocate for a rigorous attention on the transition between identity and image in organizational communication. We will also propose a methodology to qualitatively measuring an organizational image profile, and offer a study case on developing a brand image for a Romanian local rugby team.

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