ABSTRACT
Companies develop their image and identity in order to present them-selves and enhance their reputation with customers, employees, govern-ments, the public and other organizations. A basic question may be asked at the outset: what is meant by corporate identity and how does it work in the marketplace? This chapter seeks to provide an answer by presenting an understanding of the realm of corporate identity. In particular, it will explain the definitions and purposes of key elements in building corporate identity. Then there is a brief analysis of the concept of corporate identity and the related notions of corporate brand and corporate image. Finally, there is an overview of the relevance of corporate identity for consumers and its role in dealing with environmental forces.
