UNHCR's self-image : an assessment of its corporate identity and corporate image

Abstract

Since companies and institutions in todays world not only market their product and services, but also themselves, increasing attention is given to their identity and image. This paper tackles the dimension of corporate identity based on Melewars taxonomy in reference to the UNHCR bureau in Lebanon. By examining the proposed conceptual model, this study determines the perceived image of the organization. The thesis aims to uncover how the corporate identity and corporate image are consistent with the UNHCRs framework. The research follows a qualitative approach which is supported by a semistructured interview and focus groups discussion, analyzed based on Melewars taxonomy components. The findings of the study show a dissonance between the corporate identity and corporate image of the UNHCR.