The company image : building your identity and influence in the marketplace
Author(s)
Bibliographic Information
The company image : building your identity and influence in the marketplace
Wiley, c1988
Available at 27 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
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  United States of America
Description and Table of Contents
Description
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.
Table of Contents
- 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.
by "Nielsen BookData"