This thesis examines the importance of employee perceptions of their organisation's visual corporate identity (VCI) particularly the symbolic 'corporate logo'. Employees' views of the logo reveal their perceptions of the organisation itself (Henderson and Cote 1998:15, Olins 1995:73) so are an important indicator of their positive or negative feelings towards their establishment. Previous research recognises the significance of employees' opinions, but has overlooked their perceptions of the VCI. In education, external marketing (including VCI) is of growing interest but there has been little concern with internal marketing. Methodology A mixed methods, sequential, explanatory case study into a UK independent school was undertaken. Quantitative data was obtained from questionnaires, distributed to the schools' employees and qualitative data from interviews; analysis reveals convergent and divergent findings.Findings The majority of the schools' employees consider the corporate colours and logo important, associate positive meanings with the logo and were proud to be linked to the school by wearing branded items. Employees felt affiliation for the logo and considered the VCI to be strong although responses differed depending upon gender, full or part-time employment, department, seniority and length-of-service. A new model has been developed, the IMP Test, that reveals the perceptions; the importance, meanings, and pride that employees attach to their VCI. Implications These findings reinforce and add to previous research of employee perceptions of their VCI (particularly in education) and it follows, towards their organisation. Utilising this approach, managers can gain a deeper understanding of employee perceptions which has implications for morale and motivation.

Baigiamojo darbo „Įmonės įvaizdžio keitimas remiantis vizualiniu identitetu“ pagrindinis tikslas – remiantis įmonės įvaizdžio ir vizualinio identiteto tarpusavio santykiu, atskleisti galimybę keičiant įmonės vizualinį identitetą pakeisti susiformavusį įmonės ��vaizdį ir, atlikus marketingo tyrimą, pritaikyti šią idėją realybėje. Teorinėje darbo dalyje pateikiamos įmonės įvaizdžio ir įmonės identiteto sąvokos, jos analizuojamos ir nustatomas jų tarpusavio ryšys. Plačiau aiškinamasi, kokie elementai sudaro vizualinį įmonės identitetą ir kaip keičiant susiformavusį įmonės vizualinį identitetą, galima pakeisti įmonės įvaizdį. Siekiant teorines žinias pritaikyti praktikoje, pasirenkama konkreti �����monės ir atliekamas marketingo tyrimas, renkant duomenis anketos pagalba. Tyrimo rezultatai parodo, kad vartotojų netenkina kai kurie įmonės vizualinio identiteto elementai, todėl nusprendžiama juos keisti. Taip pat atliekama įmonės vizualinio identiteto elementų panaudojimo analizė, kurios metu atskleidžiama neišnaudota vizualinio identiteto element�� panaudojimo galimybė. Siekiant tyrimų duomenis panaudoti praktikoje, parengiamas įmonės įvaizdžio keitimo vizualiniu aspektu projektas. Projektas rengiamas MS Project programos pagalba, nustatant reikiamus atlikti darbus, projekto išteklius, kaštus, laiko gaires, formuojant projekto komandą, pateikiant projekto biudžetą. / The main purpose of the diploma paper “Corporate image changing with reference to visual identity” is to show up, in accordance with corporate image and visual identity correlation, an opportunity of making a change in company’s corporate image by changing its visual identity and to use this idea in reality, making a marketing research. In the first part of diploma paper there are presented concepts of corporate image and visual identity, analyzing them and finding relationship between them. A greater attention is given to the concept of visual identity and its elements, finding out, how it is possible to change corporate image by changing company’s visual identity. With a purpose to use theoretical knowledge in practice, the certain company is chosen, and a marketing research is made, using a questionnaire. The results of this research showed, that consumers are dissatisfied with some of company’s visual identity elements. There was decided to change these elements. Also there was made an analysis of the ways of using visual identity elements, finding not used opportunity of using visual identity elements. Collected data were used to make a project of changing company’s corporate image by visual aspect. Project was made using MS Project program, identifying works to do, the resources, the costs of project, forming a command of project and making a project budget.

This thesis examines the importance of employee perceptions of their organisation¿s visual corporate identity (VCI) particularly the symbolic ¿corporate logo¿. Employees¿ views of the logo reveal their perceptions of the organisation itself (Henderson and Cote 1998:15, Olins 1995:73) so are an important indicator of their positive or negative feelings towards their establishment. Previous research recognises the significance of employees¿ opinions, but has overlooked their perceptions of the VCI. In education, external marketing (including VCI) is of growing interest but there has been little concern with internal marketing. Methodology A mixed methods, sequential, explanatory case study into a UK independent school was undertaken. Quantitative data was obtained from questionnaires, distributed to the schools¿ employees and qualitative data from interviews; analysis reveals convergent and divergent findings.Findings The majority of the schools¿ employees consider the corporate colours and logo important, associate positive meanings with the logo and were proud to be linked to the school by wearing branded items. Employees felt affiliation for the logo and considered the VCI to be strong although responses differed depending upon gender, full or part-time employment, department, seniority and length-of-service. A new model has been developed, the IMP Test, that reveals the perceptions; the importance, meanings, and pride that employees attach to their VCI. Implications These findings reinforce and add to previous research of employee perceptions of their VCI (particularly in education) and it follows, towards their organisation. Utilising this approach, managers can gain a deeper understanding of employee perceptions which has implications for morale and motivation.