Case

INCON13-GEN-056

CRITICAL EVALUATION OF CHANGE FACTORS FOR

CORPORATE IDENTITIES

SIMPY BHAT PHALKE

ASM’s IIBR

Abstract

The study is an attempt to find out the need for a change in corporate identity by

organizations & to find out whether it has been followed by a pattern or some model.

In the introduction I have defined ‘Corporate Identity’, & its elements. My research is limited

to case study of corporate identities that have reflected some kind of a visual change apart

from changes in any other fields.

Four change factors ranging from change in culture to visual consideration with how these

factors make changes in corporate identity a necessity have been analysed. Based on my

research I have put forth a model which throws some light on the growing impact of these

factors over time and how the occurrence of different phases of timeline has intensified the

‘change factors’ which in turn are creating pressure on corporations worldwide to

reconstruct their identity. The affect of these factors would vary from industry to industry,

with each industry having different phases of lifecycle.

If not managed & communicated properly changes ones corporate identity can create a lot of

trouble within & outside the organization from inner management to stakeholders. Therefore

in order to succeed companies will have to generate tremendous clarity of thought, objectives

& purpose of existence to survive in these highly changing times.

Key Words: Corporate Identity, Change Factors, Corporate Lifecycle.

Introduction

Defining Brand Identity

According to Kotler & Killer (2006:275) brand identity is a set of brand associations

represents what the brand stands for & promises to consumers .Duncan (2005:329) defines

brand identity as the design of the public face or distinctive visual appearance of a brand. The

components of a brand include the choice of brand elements. Nandan (2005: 265) is of the

opinion that the brand identity originates from the...