Corporate identity is a vital and dynamic concept that takes many forms. From the brand & logo to the product & the company’s reputation. One of the key factors to a successful business presence hinges on efficient management of corporate identity.
Creating a corporate identity can be identified as the activation of your corporate magnetic forces. These forces will determine your company’s identity within the market. And attract clients based on the exhibited reflection of the magnetic corporate traits.
Indeed, expressing corporate identity is a dynamic process (Gioia, Schultz and Corley, 2000), evolving as the organizational context changes & requires active management through the use of an appropriate model.
The quest for investigating the corporate identity context has been of increasing concern for researchers, managers, professionals, and entrepreneurs who regard identity formation as critical to corporate success.