Research On The Influence Of Corporate Identity On Corporate Performance

This study attempts to examine the influence of corporate identity on corporateperformance, with the aim to support the conclusion that good corporate identity haspositive influence on both financial and non-financial aspects of corporateperformance. This thesis reviews representative studies in the history of corporateidentity, mainly based on the conceptual and practitioner theoretical frameworks.According to previous studies, there are four components: product and service,corporate employees, visual image and corporate social image in constituting thecorporate identity. The relation between corporate identity and corporate performanceis reflected in both financial and non-financial aspects. By applying the case of HaierGroup, this thesis adopts the modern corporate performance evaluationmodel--balance score card to analyze the influence of corporate identity on theachievements of corporate performance from both financial and non-financialperspectives.This research reaches to a tentative conclusion about how company identitycontributes to realizing its satisfactory corporate performance. At the end of the thesis,the author points out the limitations in the study and the possible future researchdirection. And some suggestions are also put forward by the author to companies interms of how to build a better corporate identity.