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Abstract ▼ AI-Helper

The 21 th century in which we live can be described as the image era. Consumers choose and buy goods according to brand images in terms of sentiments rather than product functions. Companies have invested a great amount costs in corporate identity (CI) for companies" images so that they get closer t...

The 21 th century in which we live can be described as the image era. Consumers choose and buy goods according to brand images in terms of sentiments rather than product functions. Companies have invested a great amount costs in corporate identity (CI) for companies" images so that they get closer to consumers with symbol marks into which their visions and core values are condensed. As the business environment has dramatically changed, enterprises strive to strengthen their identities and promote stable growth and development by enhancing companies" images through corporate identity (CI). Thus, many companies have renewed their corporate identities. They have changed their images through the renewals of existing corporate identities to construct new images of old-established companies for "a second takeoff" or through new projects such as mergers, acquisitions, and the division of a conglomerate. This study will show the theoretical background about the concept of corporate identity (CI) and its adaptation effect through the review of foreign and national literatures, and then the trends in the CI renewal according the changes in the business environment will be studied. To do this, after Korean companies which have renewed their corporate identity since 2000 are researched, the characteristics and factors of changed corporate identities will be analyzed.

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