European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.9, No.12, 2017 157 A Study on the Practice of Maintaining Corporate Identity in Bangladesh Sk. Shahabuddin Ahmmed Assistant Professor and Coordinator Department of Graphic Design and Multimedia, Shanto-Mariam University of Creative Technology Abstract Building Corporate Identity is an inevitable part of increasing brand equity. Proper Corporate Identity and proper positioning strategy is required to build a strong brand. Creating and maintaining corporate identity is an important phenomenon in the world of marketing communication. A communication program or campaign maintaining corporate identity increases the recognition and recalling ability of the target people. I want to find out the practice of building corporate identity and maintaining corporate identity in Bangladesh. I have observed many organizations, and surveyed some national and multinational organizations through structured questionnaire. The major findings of the research are given bellow:  More than 50% corporates have corporate identity manual  Most of corporate claims that they have proper guideline which helps them protect their logo being misused  80% Bangladeshi corporates have specific logo which maintain specific measurement ratio  All corporate claims that they have specific corporate colors and maximum numbers of corporate uses three colors as their corporate color.  None of Bangladeshi corporate has specific character to use in their communication program; like, ‘Fido’ for 7up and ‘Louie’ for Mortein. Keywords: Corporate Identity, Types of Corporate Identity, Criteria for choosing Brand Elements, Elements of Corporate Identity. 1. Introduction Now a day is the days of communication. In this era of globalization, people has been communication dependent. The more of the peoples’ life are being faster the more they are being communication dependent through different media, especially internet. The faster communication movement is approaching the movement of globalization fast. Consequently cross border barriers are being relaxed. And in the era of technology, competition of various companies are being increased. Companies are very much concern about its communication. In the present world, product or service cannot be sold without communication, even if the product is better in quality, price and service. Therefore, marketer must have to communicate its products to its target customer. And usually marketer does it, and some of them does it nicely. They properly communicate to their target customer maintaining their corporate identity. There are different many similar products in the market. Marketer requires to build unique corporate identity so that the similar product or service may take unique position in the mind of target customer and to make unique identity marketers create corporate identity. On the other hand, cross boarders barriers are being relaxed; companies are merging to another companies; and it is also increasing the requirement of building and maintaining corporate identity in the home and in the world. 2. Review of Literature: 2.1 Corporate Identity Every organization carries out thousands of transaction every day through buying and selling, hiring and firing, making and promoting, painting and cleaning as well as it also informs through advertising, web and other media and so on. It makes its all transactions with its primary, secondary and tertiary markets that is people who has an organizational relationship such as the users of the service or product, the purchasers (who are not necessarily the end users), staff, and their friends and families, suppliers, competitors, potential employees, and its community. “All these transactions, the organization will in some way presenting itself – or part of itself – to the various groups of People with whom it deals. The totality of the way the organization presents itself can be called its identity” (Wally Olin, 2001). 2.2 Types of Corporate Identity According to Wally Olin corporate Identity of most company can be divided into three general categories: Corporate: This is where the organization uses one name and one visual system throughout all of its interactions (Wally Olin, 2001). Endorsed: Most companies grow (at least partly) by acquisition. The acquiring company often eager to preserve