A Study on the Practice of Maintaining Corporate Identity in Bangladesh

Abstract

Building Corporate Identity is an inevitable part of increasing brand equity. Proper Corporate Identity and proper positioning strategy is required to build a strong brand. Creating and maintaining corporate identity is an important phenomenon in the world of marketing communication. A communication program or campaign maintaining corporate identity increases the recognition and recalling ability of the target people. I want to find out the practice of building corporate identity and maintaining corporate identity in Bangladesh. I have observed many organizations, and surveyed some national and multinational organizations through structured questionnaire. The major findings of the research are given bellow:

• More than 50% corporates have corporate identity manual
• Most of corporate claims that they have proper guideline which helps them protect their logo being misused
• 80% Bangladeshi corporates have specific logo which maintain specific measurement ratio
• All corporate claims that they have specific corporate colors and maximum numbers of corporate uses three colors as their corporate color.
• None of Bangladeshi corporate has specific character to use in their communication program; like, ‘Fido’ for 7up and ‘Louie’ for Mortein.

Keywords: Corporate Identity, Types of Corporate Identity, Criteria for choosing Brand Elements, Elements of Corporate Identity.