Podniková identita ako konkurenčná výhoda

Corporate identity, which has been in the middle of interest of practice for almost 40 years, is still a very important instrument in the field of Marketing and Management despite the currently unfavourable economic situation. Although consumers are checking prices the further the more, brand image is still an important factor in their decision making. What is more, every economist knows that periods of recession are usually followed by a period of expansion. Right now is a period when companies with a good image will survive. Corporate identity in particular is a tool to help building and retaining one’s image.