BUILDING THE CORPORATE IDENTITY - THE CASE OF ANNIKS HOTEL

This case describes the problem of building a strong corporate identity in the Anniks hotel following the change of the general manager. After a short theoretical background about the construct of corporate identity, the hotel is presented in its distinctive characteristics and type of guests. The results of the interviews with the team manager are presented, as well as an analysis of the actual, desired and ideal corporate identity in order to foster creativity, encourage critical thinking and identify the elements of a new corporate identity.