Corporate identity

Abstract

This entry applies the concept of corporate identity to geography, where, due to competition and standardization in globalizing markets, authenticity and also quality of life have become increasingly important. Even if a corporation does not have one identity or one image, these are manageable, but cities and regions have many internal and external identities and perceptions, especially if different spatial layers are taken into consideration. This is a complex process, and it is virtually impossible to establish a single general rationale for, and mechanism of, action. Therefore, this entry focuses on reflexive interrelations leading to identities, between companies, brands, products, and places.