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The Corporate Identity as the Brand

In: Branding: A Key Marketing Tool

Author

Listed:
  • John Diefenbach

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.

Suggested Citation

  • John Diefenbach, 1987. "The Corporate Identity as the Brand," Palgrave Macmillan Books, in: John M. Murphy (ed.), Branding: A Key Marketing Tool, chapter 16, pages 156-164, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-08280-3_16
    DOI: 10.1007/978-1-349-08280-3_16
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    Cited by:

    1. Angie Chung & Dennis F. Kinsey, 2019. "An Examination of Consumers’ Subjective Views that Affect the Favorability of Organizational Logos: An Exploratory Study Using Q Methodology," Corporate Reputation Review, Palgrave Macmillan, vol. 22(3), pages 89-100, August.

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