Corporate identity in wood processing and furniture manufacturing in the Republic of Croatia

Corporate identity was defined differently by different authors and its unique definition was not established, but it is most certainly the soul of each enterprise that is based on history, environment, previous development and recognition on the market. This paper deals with the perception of corporate identity in wood processing and furniture manufacturing companies in the Republic of Croatia. Research was conducted as a survey using questionnaires containing general information about the enterprise and 10 questions regarding the perception of corporate identity. 210 enterprises for wood processing and furniture manufacturing were surveyed and 43 (20.47 %) of them answered to all the questions, of which 35 (16.67 %) were taken into consideration. The given data were analyzed statistically using X2-test. The results showed that corporate identity in Croatian wood processing and furniture manufacturing companies was mostly defined by and identified with the company’s visual presentation, image and recognizability and differentiation in the market. At the same time, most surveyees thought that corporate identity is mostly made of the company’s design, company’s external communication and its philosophy.