This study examines the factors which effect Inchcape to create new corporate identity and how to use integrated communication media for the corporate identity implementation. Results indicate that mass media played a major role in implementing Inchcape’s corporate identity and building public and target group awareness on the new corporate identity. Results also show that Inchcape symbol is a key part of corporate identity. A symbol is created to reflect the organization purpose and to build a sense of belongings for its staff as well as to represent consistent standards of quality of the organization and therefore encourage public’s recognition and acceptance.