Corporate Identity

The subject of the thesis "Corporate identity" is to create its own model of corporate identity and susequent application to a particular company. The theoretical part is to acquaint the reader with notion, importance, determinants and elements of corporate identity. Fundamental part is the difference in the perception of elements of corporate identity because the corporate identity doesn't include the corporate culture as its subsection. This different perception is from the long-term experiences of management despite the others. From these experiences was created the new model called "Pragmatic model of corporate identity" which is located in the practical part. This model is designed to allow easy application in any organization and its goal is to quickly describe company image of identity. The functionality of the model is verified by application to a particular company. The conclusion evaluates individual elements of the company and suggests possible improvement or changes. The main contribution of this thesis is the simple model applicable on any organization based on years of experiences of management and which can quickly describe the situation of the corporate identity to interested parties