The problem in establishing the desired corporate identity is that many of the
available methods were developed for the positioning of product brands rather
than the corporate brand. The IDU method of Rossiter and Percy (1982) is one of
these methods but it can be adapted for use in determining an organization's
desired identity. This method is aimed at the discovery of those benefits that are
perceived by key stakeholders (especially external) as important ("I"), being
delivered by the organizations ("D") and finally are perceived as unique, or
better, or distinctive ("U") when compared to other organizations. The IDU
method can only be applied by using quantitative (survey) research.