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Pesha A.V. Corporate identity as one of the tools for forming the corporate culture of service organizations. Journal of Clothing Science. 2017; 2(1). Available at: https://kostumologiya.ru/PDF/01KL117.pdf (in Russian).

Corporate identity as one of the tools for forming the corporate culture of service organizations

Pesha Anastasiia Vladimirovna
Ural state university of economics, Russia, Yekaterinburg
E-mail: Myrabota2011@gmail.com

Abstract. In the article, we outlined the relevance of the issue of the formation of the corporate culture of organizations of various business spheres, as one of the global world trends in the field of people management. The author’s definition of corporate culture of service organizations is given. Analytics of statistical data on the competitiveness of the services market in the Russian Federation and the Sverdlovsk region and the rationale for the need for organizations to use new technologies to maintain and strengthen their reputation are given. The number of organizations providing paid services to the population in Russia is steadily growing, the annual growth is on average 102% relative to the previous year, there are also periods of decline in growth associated with the general instability of the economy and the socio-political situation. The article shows the relationship between the formation of the corporate style and the culture of service. The main elements are presented, indicators and indicators of service culture evaluation are revealed, as the core of the corporate culture of service organization. Elements of corporate identity formation are included, including a logo, branded clothes, service style, a trademark, company attributes, color and graphic solutions, and others. A conclusion is made about the possibilities of using the corporate style as one of the tools for the formation and development of the corporate culture of the organization.

Keywords: corporate style; corporate culture; service culture; competition; dress code; color solution; brand book; trademark; slogan; logo; corporate ID

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