Corporate identity : an investigation of the management of corporate identity

The aim of this thesis is to explore and describe how corporate identity is managed within an organization. The research area involves the corporate mission and philosophy, the corporate personality and the corporate communication. From this starting point a multiple case study have been conducted, where several business areas within an organization were investigated. By doing this, a deeper understanding about the management of corporate identity was created. The findings show that the company has a well-established mission and philosophy and it points out its specific direction in its operation. Furthermore, the company has a clear perception of its personality, which are expressed in a number of core values anchored in the organization. Finally, the managing of the corporate communication varies depending on which business area it applies to.