INTERNAL PERCEPTION OF CORPORATE IDENTITY

Corporate identity is a set of individual characteristics of a corporation. It should be managed and maintained, as well as changed if necessary. To have positive perceptions of a corporate identity among external audiences, a consensus about internal perceptions of corporate identity should be achieved. The paper presents the result of the research of managers’ and employees’ perception of a corporate identity, especially of internal communications as its component. Presumption about equal perceptions of corporate identity among managers and employees is not confirmed, since there are some statistically significant differences among them. The managers and employees articulate similar perceptions about visual elements of a corporate identity, its structure, and industry position, while in perceptions of internal communications managers and employees differ in their perceptions.