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The Corporate Identity as the Brand

In: Branding: A Key Marketing Tool

Author

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  • 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, 1992. "The Corporate Identity as the Brand," Palgrave Macmillan Books, in: John M. Murphy (ed.), Branding: A Key Marketing Tool, edition 0, chapter 16, pages 156-164, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-12628-6_16
    DOI: 10.1007/978-1-349-12628-6_16
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    Cited by:

    1. de Chernatony, Leslie & Dall'Olmo Riley, Francesca, 1999. "Experts' Views About Defining Services Brands and the Principles of Services Branding," Journal of Business Research, Elsevier, vol. 46(2), pages 181-192, October.
    2. Jin, Xin & Weber, Karin, 2013. "Developing and testing a model of exhibition brand preference: The exhibitors' perspective," Tourism Management, Elsevier, vol. 38(C), pages 94-104.
    3. Casaló, Luis V. & Flavián, Carlos & Guinalíu, Miguel & Ekinci, Yuksel, 2015. "Avoiding the dark side of positive online consumer reviews: Enhancing reviews' usefulness for high risk-averse travelers," Journal of Business Research, Elsevier, vol. 68(9), pages 1829-1835.

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