ABSTRACT
This chapter focuses on the identity of the organization, that is, on corporate identity. It discusses the influence of corporate identity on the organization's success, and continues with an examination of the role of organizational goals in the formation of identity. Corporate identity relates to the overall behaviour, appearance, reality and symbolism of the corpus. The issues of corporate identity involve a broader management process, through which major changes in the concrete operation of a company are implemented. Diversity outwards means that, besides their separate legal existences, each company develops its own series of characteristics that make the company recognizable. Uniformity inwards means that corporate identity provides employees with the possibility of personal and group identification, which functions as a glue that holds together different organizational departments and strategic units, but also individuals and groups in the organization. The corporate identity programme is, in an ideal context, a systemic approach to managing the attributes and tangible assets of a company.
