Corporate identity has long been defined by brand names, graphic images, and advertising slogans. This book reveals that the true nature of corporate identity contains the secrets to creating value which drive the success of corporations. When a corporation's identity is secured, organisations are better able to make acquisitions that fulfill their promise; recruit employees who flourish in the corporate environment; and develop a product mix that meets customer needs.
This book defines corporate identity and provides a blueprint for image discovery and decision-making. It details the dynamic "Law of Identity", showing managers how to maximise the value their organisations create for customers, employees, and shareholders.
