The Importance of Managing the Corporate Identity

This thesis explores the importance of managing the corporate identity. To reach this purpose, three research questions were posed: Which advantages companies saw with managing the corporate identity, which risks they saw with a lack of managing the corporate identity, and what do they consider when managing the corporate identity. To answer these research questions, a case study methodology using in-depth interviews was followed focusing on two multinational companies, IKEA and Electrolux. The findings show that companies are very aware of the importance of managing the corporate identity as well as which benefits this can result in.