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The last decade has witnessed a surge of interest from marketing scholars and organizational behaviorists in two distinct but inextricably linked areas. While marketers have focused on the concept of corporate identity, the behaviorists have emphasized organizational identity. We must also mention graphic designers who use the concept of" corporate identity" when referring to an organization's system of visual identity. Researchers in marketing, public relations, and corporate communications, as well as those from a general management background, appear to be concerned with two questions: What is corporate identity? And what is the purpose of corporate identity management? Among European academics with a research interest in corporate identity, there is a growing consensus that this concept refers to an organization's distinct attributes, or, to give a very simple definition, to" What an organization is" …