Das CI-Dilemma

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The book explores the concept of Corporate Identity (CI) through various dimensions, beginning with its evolution from a monolithic to a holistic perspective. It addresses the significance of CI in contemporary business, highlighting internal changes, shifting market conditions, and evolving values. The consequences of lacking a strong CI are examined, emphasizing its necessity for companies, their environments, and employees. The work delves into the goals, foundations, instruments, and effects of CI, discussing economic objectives and the essential components of a CI concept, including corporate culture and brand identity. Instruments for implementing CI, such as design and communication, are outlined, along with the impact of CI measures on corporate personality and image. The measurement and success control of CI are addressed through various tests and analyses, underscoring the importance of evaluating effectiveness. The realization of CI is tied to strategic management and marketing, detailing the roles of entrepreneurs and employees, the capabilities of leaders, and the significance of organizational structures. A comprehensive CI process is outlined in phases from preparation and analysis to implementation and evaluation, including the role of external consultants and culture merging. The conclusion presents principles of CI, checklists, and a directory of illustrations and references, providing a structured approac