The company image : building your identity and influence in the marketplace
著者
書誌事項
The company image : building your identity and influence in the marketplace
Wiley, c1988
大学図書館所蔵 全27件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
内容説明・目次
内容説明
With so many similar or seemingly identical corporations, products and services vying for attention, why is it that some prosper while others fail? This question and many related questions and issues are clearly examined in this book, which shows why a positive, attention-getting corporate image is one of the most important marketing tools for any company. Using several case studies to illustrate key points, it explains what a corporate identity is, why it is important, and how to determine if a company needs a new or revised one. The authors also discuss how to choose a corporate symbol that sends out the right message, with several annotated illustrations of corporate seals and logos, and examine the responsibilities and alternatives in communicating a new corporate image. Other topics cover packaging and creating brand image as a strategic marketing tool; how architectural design can be a powerful statement of company image; using advertising to project a positive corporate image; and issues related to marketing and corporate image-making in the international arena.
目次
- A New Corporate Identity
- The Corporate Symbol
- Programming the Identity
- Packaging for the Marketplace
- Corporate Architecture and Signage
- Advertising
- Global Marketing and International Identity
- The Corporate Identity Manual
- Summary.
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