The present study aims to understand why companies undergo corporate identity change, the elements that undergo change and their execution, the process of corporate identity change and its effects on the companies. A case-based research methodology was adopted and company executives, planners and consumers of Airtel, Vodafone, Dabur and Godrej Consumer Products were interviewed in-depth. The study found that corporate identity change was more effective when it was well embedded within corporate culture; consumers recalled the corporate identity changes more in the telecom industry as compared with the FMCG industry. The corporate identity change had different impacts on short as well long-term objectives.
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