ABSTRACT
These categories are not mutually exclusive and rigidly defined. There is some overlap. Some exist because of powerful and venerable traditions, eg consumer goods companies traditionally have branded identities, while banks traditionally have monolithic identities. In terms of creating and sustaining one idea about the organisation, the monolithic structure is the easiest to handle and the branded structure the most difficult, but fundamentally the identity structure is dictated by the external rather than the internal requirement.
