Corporate Identity' sends a strategic message to the world. In this new era, where the consumer is wooed by countless brands and his mind is continuously bombarded with stimuli from various brands and logos, the role of corporate identity is vital. This article looks at a recent example of Hindustan Lever Limited (HLL), changing its corporate identity, the reasons for the change and discusses various aspects of corporate identity.

The role of corporate identity in the new era is to hunt for core beliefs that differentiates the company and motivate the consumers by conveying these beliefs with clarity and conviction. The company has to communicate its identity in a way, it wants the consumers to perceive it. In an ever-changing business environment and in a condition of flux, how one builds the corporate identity that adapts itself to the required changes, while still maintaining the crux of its identity is important.

Corporate identity is an abstract idea that takes many forms, from brand and logo to product and company reputation. In a dynamic information age, the proper nurturing of corporate identity depends upon continuously creating new ideas and images, rejuvenating stagnant concepts and refining the consumer's perception of the firm and its position and prestige in the marketplace.

Corporate identity is a very important business concept as it demonstrates corporate ethos, aims and values and presents a sense of individuality that can help to differentiate an organization from its competitors.

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