Fombrun, (2001), says from the organizational behavior point of view that the corporate personality plays the role of building and constructing reputation to measure image and identity from one side and the stakeholder’s public relations from the other side. The image is the combination of symbol and needs, element of trust to give the organization its credibility.
Corporate personality has been defined as the human characteristics or traits that can be attributed to a brand such as friendly, accessible, down to earth, and creative.
A corporate personality can be defined in terms of the human characteristics or traits of the employees of the corporation as a whole. A corporate personality will reflect the values, words, and actions of all employees of the corporation. A successful 21st century organization must carefully manage its corporate personality.
A whole greater than the sum of the parts, A corporate personality is defined in terms of three main dimensions, each of which can be defined in terms of two key traits: the heart (passionate and compassionate), the mind (creative and disciplined) and the body (agile and collaborative).
Importantly, the effects of these three pairs of corporate personality traits are enhanced by each other. In other words, corporate personality traits can have a multiplicative or interactive effect, not an additive effect.