Caracterul pe care si-l formeaza o companie pentru a se identifica in mintea publicului, realizat prin folosirea consistenta a logo-urilor, culorilor si asa mai departe. Vezi, de asemenea Corporate Reputation (reputatia corporatiei).
The character a company seeks to establish for itself in the mind of the public, reinforced by consistent use of logos, colours, typefaces and so on. See also 'corporate reputation'.
