The following factors influence  identity of a company.

1.Loyalty of customers is an indication of how good the identity is. Low loyalty points out to the need for developing an attractive identity.

2.Outdated identity which is not in sync with the present times requires up-dation of identity.

3.Identity should be consistent all over the market. Inconsistency requires proper identity management.

4.Addition of new products and services also require identity management.

5.Competitor’s identities do affect our own identity.

6.A changed customer profile require changes in identity.

7.When a company enters new markets, it must review its existing identity.

8.In slow downs of economy, identity is neglected. Later when time improve, we should pay more attention to identity.