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CI steht für „Corporate Identity“.

Darunter versteht man die Profilierung eines Unternehmens zu einer „Unternehmensidentität“ oder „Unternehmenspersönlichkeit“. Dieser Be­griff subsumiert alle Unternehmensaktivitä­ten zur Identifizierung gegenüber der gesam­ten Öffentlichkeit, die sich in Verhalten, Kommunikation und Erscheinungsbild des Unternehmens ausdrücken.