This interpretation expands the market orientation to all people and functions that affect a company’s success on the market. The simultaneous consideration of both interpretations, that is marketing a line of equal rights and authority as a corporate philosophy is referred to as “dual management” approach.
An important issue in strategic marketing is how does a company present itself as a whole to the outside world and inward to its employees? This was developed in the 80 years of the concept of corporate identity. The Corporate Identity (CI, corporate identity) with its three aspects of corporate communication (CC) corporate design (CD) and corporate behavior (CB) systematically develop a unified, concise image of the company with external and internal effects.
Visibility: The company is in a consistent look to the outside. These include the operational office equipment including logo, colors, typography and layout specifications (corporate design) as well as a strategically closed perceptible communication policy, with the other elements of the marketing mix of the market should be made accessible (Montero 2010).
The communicated identity (corporate behavior), which is associated with the other components of the CI with a coherent and consistent orientation of the behavior of an organization both internally and externally, leads to a unique and distinctive market presence. If the CI is consistent, the company appears more credible.