Корпоративната идентичност и нейната връзка с корпоративния имидж и корпоративната репутация

Abstract

This report introduces the prerequisites for the origin of the corporate identity. Defining the concepts of corporate identity, corporate image and corporate reputation, distinction is also made among them, regardless of their semantic and logical identical meaning. The level of the influence of the corporate identity over the corporate image and reputation is traced. The factors for the creation of the corporate identity are formulated. The basic elements of the corporate identity - variants, opportunities and risks for the creation are defined.