A Study on Corporate Identity: The Reason for Change

다국어 초록 (Multilingual Abstract)

Corporate Identity plays a significant role in today’s society. Corporate identity communicates a company’s business goals to the outside world. To do this properly, the company’s identity needs to evolve constantly so it can continue to maintain an identity consistent and appropriate with its changes as a business. Sometimes the change is necessary and satisfies needs, but other times the need for change is questionable and could result in unexpected confusion. Unnecessary changes can lead to a reduction of identity recognition, often earned after many years through exposure. Change without adequate reason can also cause an alienation of consumers, and waste resources for unsuccessful campaigns. This paper will (1)examines the history of corporate identity change based on categorizing the industry to detect the reason for CI change.

(2)Through preceding research analysis, the common thread of the criteria for success will be extracted. (3)Also, comparing successful and unsuccessful solutions will be conducted to investigate what makes corporate identity change successful. By doing so, this paper will suggest the overall design guideline for the successful corporate identity change.

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