ABSTRACT
Companies seeking to create an identity covering a wide range of activities, with subsidiaries that have differing and frequently competitive backgrounds, face a complicated task. On the one hand, certainly at the corporate level and for corporate audiences, they want to create the clear idea of a single, but multi-faceted organisation that has a sense of purpose. On the other hand, they want to allow the identities of the numerous companies and brands they have acquired to continue to flourish in order to retain goodwill, both in the market place and among employees.
