8. Auditing Corporate Visual Identity management: development and use of a qualitative research instrument

Corporate Visual Identity (CVI) management not only comprises the design of a CVI, but also the way the CVI is put into practice. Based on a model for assessing quality management, a qualitative research instrument was developed to audit CVI management, consisting of three methods: document analysis, a self-assessment meeting and in-depth interviews. The instrument was used to assess CVI management in three organizations in the Netherlands. The results underline the usefulness of the instrument as well as the comprehensiveness of CVI management. The value of this instrument is that it will help CVI managers to gain more insight into the organizational aspects of CVI management in their organization. With the results of the audit, CVI management can be developed in a structured and planned way.