The Quest for Indentity: Corporate Identity Strategies, Methods and Examples

by Klaus Schmidt (Editor)

Corporate identity is a matter of urgent importance for all firms be they well established, changing on account of a merger or simply wishing to reinvent themselves. This book reports on the current European knowledge of the subject and illustrates the analysis with case studies of foremost companies. Describing the conditions for critical success, the authors consider corporate culture, corporate behaviour, market conditions and strategies, products and services, and communication and design. High-profile case studies include McDonalds, Ford and London Underground.

206 pages, Hardcover

First published January 1, 1996

About the author

Klaus Schmidt was a German archaeologist and pre-historian who led the excavations at Göbekli Tepe from 1996 to 2014. Klaus Schmidt studied pre- and protohistory, as well as classical archaeology and geology at the universities of Erlangen and Heidelberg.