Creative collective and corporate identity

The article examines the problem of the formation and correlation of the corporate identity of an employee in a creative team: the impact on its formation, approaches to management; levels of corporate culture and their relationship with the formation of corporate identity; the process of managing an organization through the formation of a "positive corporate identity", as well as the concept of "negative corporate identity". It is concluded that corporate identity is a complex social construct that is equally applicable both to business and to creative teams and organizations. Corporate identity allows the company's management to control the process of achieving the goals and objectives of the company, while in a creative team, corporate identity can influence both positively and negatively on the performance of the creative team and should be used very consciously.