360º Dofir-Model for Identity, Image and Reputation

Abstract

NGOs and other organizations experience that times are changing. In times where NGOs innovate (Spruijt, Spanjaard & Demouge, 2013), the way image and reputation are conveyed also changes. Traditional models for identity, image and reputation rely on the organizational structures and communication methods from the eighties. But times have changed and organizations use agile organizational structures and traditional methods of communications have been replaced with less formally targeted “fuzzy touch points”. These developments ask for a new understanding of identity, image and reputation. In this paper we present how reputation is eventually influenced by the desired and organizational identity, organizational touch points and corporate image. After a theoretical introduction, this paper introduces the 360º DOFIR-model, a conceptual model for Desired identity, Organizational identity, Fuzzy touch points, Image and Reputation.

Keywords: Organizational identity, image, reputation, NGO, touch point, DOFIR, innovation, 360, branding, brand management

JEL Classification: M31