The Brand Identity of Cluj-Napoca Software and IT Companies from the Perspective of the Analysis of Their Websites

The aim of this paper is to present the brand identity of Cluj-Napoca software and IT companies from the perspective of their online communication on their websites. In the digital era, the competition between companies has increased and permanent efforts are needed to gain and maintain the attention of target groups. The appropriate corporate brand identity is an important source of differentiation and sustainable competitive advantage to the companies. In this study we analyze the characteristics of the corporate brand identity of thirteen large software and IT companies from Cluj-Napoca by analysing the textual content of their websites. Our analysis showed that these companies had developed corporate brands. They focused both on their external and internal target groups, and, accordingly, their corporate brand identities were twofold: they had, one the one hand, a brand promise to their customers, and on the other hand, to their employees and future job candidates as well.