Reklama a <i>corporate identity</i> — rola reklamy w budowaniu wizerunku organizacji

Abstract

Advertising vs. Corporate Identity – The Role of Advertising in the Corporate Identity Process In this article I present the idea of corporate identity in reference to the environment of organization. The focal point of this article is about the relation between advertising and corporate image. The corporate image is being understand as a result of general communication practice inside and outside of organization. It is not the aim of corporate communication, but it is a side effect of corporate communication. Key words: corporate identity, identity, corporate image, advertising, communication design