| Abstract: | In the commercial sector it is recognised that corporate identity is highly significant not only in differentiating an organisation, but also for its long-term survival. However, no substantial research has previously been undertaken investigating corporate identity in the nonprofit sector. This paper outlines an investigation into the current practice of corporate identity management in museums. A number of distinct elements are identified, which are not adequately addressed by the commercially orientated corporate identity literature. The implications of these issues are considered, and some suggestions made for future corporate identity management activities in the nonprofit sector. |
