The Corporate Identity as the Brand

John Diefenbach

Chapter 16 in Branding: A Key Marketing Tool, 1992, pp 156-164 from Palgrave Macmillan

Abstract: Abstract A corporate identity programme is really nothing more than the branding and packaging of an entire company. Like all packaging, it is a way of giving shape to the contents — a way of communicating the corporate ingredients to target groups and markets. A corporate identity programme differentiates the company in a positive and memorable way; it projects the unique personality of the corporation; it positions the company in the market-place.

Keywords: Unique Personality; Business Form; Permanent Medium; Corporate Identity; Corporate Brand (search for similar items in EconPapers)
Date: 1992
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DOI: 10.1007/978-1-349-12628-6_16

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