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Category: Business and Industry
Date Submitted: 02/24/2013 04:03 PM
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...