DELIBERATE CONSTRUCTION OF THE CONCEPT OF CORPORATE IDENTITY AS A SOCIO-CULTURAL ELEMENT OF CORPORATE CULTURE

Abstract

The article is devoted to the manageability of the formed corporate identity, as one of the key elements of management of the organization as a whole, through the corporate culture. Turning to the concept of corporate identity, the author examines its historical transformation and its place in corporate culture, in order to see the current situation: the role and approaches that corporate identity has among other management tools in daily activities. The article defines a term “corporation” for the considered concepts: what is a corporation and what is not. Corporations deal with issues of identity that become critical for successful operations. Corporate identity becomes a double-edged management tool. Corporate identity allows company’s management to control processes and performance, while employees have the ability to influence the development and movement of the organization by modelling behaviour and interaction at different levels of the organization.