Corporate identity

CONTENTS
1. INTRODUCTION 5
2. A NOTION OF CORPORATE IDENTITY 9
2.1. A definition of corporate identity 9
2.2. Corporate identity and organizational culture and image 13
2.3. Corporate identity structure 16
3. CORPORATE IDENTITY MANAGEMENT 21
3.1 Place of identity in company’s management 21
3.2. Designing, implementation and management of corporate identity 22
4. INTERNAL MARKETING 31
4.1. Notion, assumptions and tasks of internal marketing 31
4.2. Methods, tools and techniques of internal marketing 34
5. HUMAN RESOURCES MANAGEMENT 39
5.1. Notion of human resources management 39
5.2. Methods and tools of human resources management 41
6. IDENTIFICATION OF RESEARCH SUBJECT 46
6.1. Research problem and questions 46
6.2. Selection of a research group, methods and tools 47
7. SURVEY OF CURRENT STATE OF INTERNAL IDENTITY MANAGEMENT 54
7.1. Basic statistics 54
7.2. Factor analysis 61
7.3. Summary 65
ATTACHMENTS 67
BIBLIOGRAPHY 70
INDEX OF FIGURES 75
INDEX OF TABLES 76