The Study on the formation of Corporate Images through the maneuver of CI

(Major: Visual Design Dept. of Industrial Art Graduate School Chung-Ang University)

It is necessary that the drastic changes in the function of Corporate Identity are accompanied by the new influences of Management technique and the circumstantial changes in the market.

C.I. has been developed to be a peculiar method of communication that transmits the new management style of Corporation to the public along with the development of the history of Corporation.

Now that today's Corporations, furthermore, with such conventional factors as tradition, experience, and technique came not to be able to satisfy today's consumer's desire of variety, it became to be compelling for the corporation to pursue a certain Images of its own to make them unique and distinguished from other corporations,

With the reason of Corporation's pursuit of the unique and distinguished images of its own, a number of corporation have been showing much interests in C.I. not only improving the corporate images by specifying the existence of the corporation to the various levels of the parties dealing with the corporation but accommodating the circulation of management interrelationships within the corporation, which leads to the stage of composing the new characteristics of the corporation.

Also, The destitution of uniqueness and uniformity of corporate image as well as its product became apparent due to the leveling of manufactured product and the varieties of business perspectives and product by the development of Industry.

Under these conditions in the market, C.I. has been adopted as an outstanding strategy for the function of expressing and transmitting the unique style of corporation and Identity in order to accomplish the distinction among the corporations.

It should be recognized that today's corporations should come up with the strategies which sensitively observes all the changes in the society and the public demand so as to build up and maintain their own progressive images.

There are two kinds of corporate image to the next page

one is the image surfaced by the corporation itself,

the other is the one relatively imaged by the public or the consumers.

C.I. can be defined as the strategy coordinating those two images into unity concerning all the related parties the corporation is dealing with.

In this research, the parameter of corporation is mainly dealt and described in dept in the point of C.I. that is a significant media between Corporation and the related parties.

The purpose is in contributing to the development of management strategy of Corporation and the parameter of corporation through the distinction of C.I. by proposing the general theory of C.I. and desirable methods of performance.