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Commitment 10: Create a Clearly Recognizable Identity

In: Brand Romance

Author

Listed:
  • Yasushi Kusume
  • Neil Gridley

Abstract

If you need help from security personnel in a public space, it’s a good thing that they wear an easily recognizable uniform, isn’t it? The same applies to shop assistants. In both cases their uniforms have been created, and applied, to be easily recognized. The uniforms also represent rational, and therefore emotional, values. They function rationally because they make the wearer’s function and role immediately recognizable. They function emotionally because they represent such qualities as authority, trust and safety, both to the people who wear them and to the people who see them.

Suggested Citation

  • Yasushi Kusume & Neil Gridley, 2013. "Commitment 10: Create a Clearly Recognizable Identity," Palgrave Macmillan Books, in: Brand Romance, chapter 10, pages 139-147, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-36901-7_11
    DOI: 10.1057/9781137369017_11
    as

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