Corporate identity in the public sector : an analysis of the Ministry for Finance

Abstract

Purpose: This dissertation aims to determine the underlying corporate identity of the Ministry for Finance by conducting an analysis on the both the corporate personality of the Ministry and the perceived core values by its members.

Methodology: The research was conducted by means of questionnaires for objective quantitative data. The data was then analyzed for emerging trends and patterns according to the participants’ roles and experience within the Public Sector.

Findings: The data has shown that there are varying internal perceptions on both the corporate personality and core values prioritized. Moreover, the participants highlighted a number of areas that can be improved with regards to identity communication to stakeholders.

Research Limitations: The exercise was undertaken with a sample of the internal members of the Ministry. For more accurate representation of corporate identity, the research should be expanded to encompass all the members of the Ministry across all departments. Furthermore, the assessment can also be extended to external members so as to be able to compare the varying perceptions.

Originality and Value: Usually, this type of research is conducted within the private sector on companies that prioritize brand management. Since this research was carried out on the local public sector, it highlights certain features that are vastly different from private organizations. It also proposes certain measures that can be undertaken by public organizations to capitalize on their corporate identity, to both address negative perceptions of the public and also to compete for human resources.