Each organization has its own ‘Identity’, which includes
its name and how it
appears to others - whether it is thought of as reliable, ethical, adventurous,
or having political leanings.
Organizations want to present a unique image to the
world and for those with many separate parts there is often a need to have a
recognizable whole with which the different parts can associate.
However, individual units of a large group may also be concerned that
they don't lose their identity and be bypassed or starved of funds. Consequently, they
may strive to be noticed within the overall corporate
Much is made of 'corporate identity'.
This encompasses the name, the way it appears and the impact that the
organization has on the world through the way it presents itself in
advertisements, buildings, uniforms and the style of its products.
A strong identity can be
more valuable to an organization than all its other assets put together.