engleski

Analysis of corporate identity from the aspects of intercultural communication in the sphere of ar

Th e purpose of this paper is to analyze and discuss the strategic positioning of corporate marketing in segment of cultural and intercultural management. Th e paper starts with the theory of corporate marketing, contemporary theories of brand building and cultural aspects in the fi eld of art. Th e paper compares segments of culture with Balmer and Colbert’s model. Th e behavior of employees is very important element in the expression of corporate identity. Main goal is broaden our understanding corporate branding using a model C2ITE, AC4ID Test and brand personality. We describe a model for managing corporate brand, cultural prototype and cultural brand. Building a recognizable corporate identity creates a desirable perception that will attract and retain talents crucial to achieving organizational goals. At the same time, the employer’s image transmits to the public information on the quality of human resources management, the intent and desire of the corporation to maintain and increase the quality. Th e key factor in creating image in the sphere of art is the corporate identity and intercultural communication. Finally, we review corporate identity and image as key factor in building culture management.

brand ; identity ; culture ; ACID test ; image

nije evidentirano