Every day, almost constantly, we are faced with a huge amount of information. We constantly feel the impact of media on our senses. We have to take these informational stimuli, arrange them in a certain order (sort) and respond to them. But in our memory stay only the most important incentives. Most of these incentives are a range of different conclusions and preferences. We can’t say that one of the information stimuli liked because of the color, the other because of the slogan. Our choice of a company built on the basis of the generated confidence to this company, confidence in the quality of services and products - simply put it’s our confidence to the brand.

Creation of this trust does not happen by itself. The brand should live among us for a long time to be credible. In the market the company name should be recognizable and permanent. Only then the brand will be perceived positively and in whole.

Corporate identity is the basis of this strategy. Corporate identity is important, regardless the size and position of the company. The purpose of this article is to examine the effect of corporate identity on the organization's activities on the example of “Ingosstrakh”.

Corporate identity includes much more than just a visual presentation, which is corporate design. It’s describing the concept of the company, which includes many elements, such as course, philosophy and representation. All this elements should be clarified and organized. Only a structured and thorough analysis will identify and create an individuality of the company, to distinguish it from competitors, and only then determine its visual appearance.

The basis of corporate identity is individuality. First of all, it refers to the ability to identify and find a company in all mass media and communication resources.

The history of corporate identity has many hundreds of years. The idea of corporate identity belongs to Peter Boreksu, who creates it in the early 20 century first time. He did it for the German electro group AEG, advertising and graphics products of which was individualized and visually identified. Really this concept becomes important only when the difference between goods and services of competing companies firstly appeared, and then graded at a real level. At present, brand and its visual "shell" (corporate identity) encourage consumers to choose one or the other products.

Cause of the fact that development of a really good corporate identity is a quite expensive, firstly many start-ups prefer to acquire the "skeleton" of visual binding business. That's so called the "small corporate style”. It includes:

- Logo - often the "logo" (bolding mark the company name or product) and "brand" (as a graphic symbol of the company) merge into one sign. The logo of the “Ingosstrakh” was founded in 1950 and has typical for that time a font style. The latest version of the logo was made in 2006. Company logo is a stylized mark in Cyrillic and Latin version;
- Corporate colors - colors for fonts, backgrounds, etc. Corporate colors of “Ingosstrakh” divided into basic, additional and expanded panel. Advertising models, brochures and other printed materials, signs, banners, TV ads - are created using the basic corporate colors.
- Model of a business card;
- Model of a letterhead (color and black and white);
- Model of a corporate envelope.

In addition to the above "big" corporate identity includes models and rules of manufacturing a wide range of printings. Typically, a full corporate identity takes the form of "brand book" - a complete set of rules for constructing corporate identity with comments and instructions. It may include: model of the badges, the design of firm folders, booklets and layout of corporate, models of booklets to basic goods and services, mock-up packaging, instructions for using the identity elements in outdoor advertising, the rules of design shops and offices, models of POS-materials, models for printing on office paraphernalia, corporate clothing design, etc.

Basic principles of the appearance of employees are regulated in brandbook too. In “Ingosstrakh” appear on the following principles:
- Business style in clothes
- Corporate
- Restraint
- Accuracy

In this company corporate identity is clearly reflected in the pictogram. Pictograms of insurance types designed for use in all types of visual communications. The style of icons supports the image of the company: credibility, trust, friendliness. Silhouette icon is a square (hard and solid geometric figure, symbolizing the reliability and stability), striving for a circle (figure personifying the softness and security), with rounded corners. Graphics of icons "talking" with customers in a friendly style.

Now corporate identity is one of the most important marketing tools. The competent approach allows to achieve occurrence of associations in consciousnesses of consumers - in this case the brand and corporate identity in general becomes a sign of quality. “Ingosstrakh” is positioning itself as a company focused on customers with higher incomes. With this in mind company built every marketing ploy. Brand assets are its four decades of history. The first part of the name - "in-", which creates an image of the company with western capital and western approaches to the insurance business, and the second part - "-state," that is widely perceived as having the state guarantee . The brand is positioned as a leader in the category of reliability: "Ingosstrah pays. Always.

This is the meaning of the brand - to trade by not specific and real objects and services, but satisfaction trade of certain expectations and needs (created, of course, advertising).

Ideally, the corporate identity should be everywhere and always. It must penetrate both the consumers and employees of your company. Strange but true - the main demand for goods and services today originates not in immediate needs (located in the base of the Maslow pyramid) and in samoindentifikatsionny and social. Actually, that's why "label" and "brand" can raise the price of Chinese penny hats (or anything else) to very serious amounts. A "brand" is exactly - if you ignore the real properties of the goods and services - from visual and information components. Corporate identity - a code, symbol for certain properties and the identification group.

Thus, we can conclude that there is a strong presence of corporate identity in the company “Ingosstah”, in its daily activities, enabling it to achieve certain heights: High business reputation of the insurance company “Ingosstrakh” confirmed by Russia's rating agency "Expert RA". They has once again awarded the company the highest rating of A + +. Fourth time “Ingosstrakh” included in the list of 40 most valuable Russian brands, compiled by experts of Interbrand and the magazine “Business Week”. In Russia the market consist of 786 registered insurance companies, but the lion's share of the market belongs to 4 leading companies, including “Ingosstrakh” , which having corporate style.

Most markets, as well as the insurance market, have a high level of competitiveness, so that the background of the other companies you should have not only the quality and variability of available products, services and their costs, but also other parameters that affect consumer choice, in particular goodwill . Image creation, corporate style benefits for the company image in the eyes of the consumer, the level of sales and competitive advantages.

Supervisors:
Gutkevich AE, PhD;
Natalya A. Belenyuk, candidate of science, linguist.