Corporate Identity, Corporate Branding And Corporate Marketing

Topics:
Brand Management
Tags:
Brand,
Branding,
Emerald,
Identity,
Marketing
Source:
Emerald

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Overview: In addition to articulating the understanding of the attributes regarding a business identity (the umbrella label used to cover corporate identity, organizational identification and visual identity) the article outlines the characteristics of corporate marketing and introduces a new corporate marketing mix based on the mnemonic "HEADS". In addition, the paper describes the relationship between the corporate identity and corporate brand and notes the differences between product brands and corporate brands.

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Format: PDF | Size: 500KB | Date: Aug 2003 | Pages: 44

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