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Corporate Identity Management: The Comparison Between Verbal (Strategic Management, Marketing and Communication Schools and Visual (Design Schools) Models

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  • Popy Rufaidah

    (Department of Management and Business, Faculty of Economy, Padjadjaran University)

Abstract

The objective of this article is to compare the verbal (marketing, communications, strategic management schools) and visual (design schools) models of corporate identity management. This is done with a view to understand where the area can add leverage to the competitive capability of the multidisciplinary nature of the area. The lack of research within design schools will expose a vulnerability to the management of corporate identity's continued development. Section two begins by reviewing the use of corporate identity terminology among visual and verbal schools by comparing the variables of corporate identity mix from both perspectives. Finally, the paper examines the variables and analyses of the models of the corporate identity management process to which design management discipline may be able to add some value. It concludes that the model of corporate identity management with a particular emphasis on the process of strategic management within design management field, should have to be undertaken if we are to realize some of the potential that corporate identity could add to the discipline in other areas.

Suggested Citation

  • Popy Rufaidah, 2002. "Corporate Identity Management: The Comparison Between Verbal (Strategic Management, Marketing and Communication Schools and Visual (Design Schools) Models," Working Papers in Business, Management and Finance 200202, Department of Management and Business, Padjadjaran University, revised Jun 2002.
    • Handle: RePEc:unp:wpaman:200202
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    File URL: http://lp3e.fe.unpad.ac.id/wpaman/200202.pdf
    File Function: First version, 2002
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    References listed on IDEAS

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    1. Margulies, Walter P., 1970. "Custom control of corporate identity : Realistic system required," Business Horizons, Elsevier, vol. 13(1), pages 31-36, February.
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    Cited by:

    1. Popy Rufaidah & Mohammed A. Razzaque & Allan Walpole, 2003. "The Impact of Corporate Identity Structure on Corporate Identity Building: A Framework for Further Research," Working Papers in Business, Management and Finance 200301, Department of Management and Business, Padjadjaran University, revised Jan 2003.
    2. Popy Rufaidah & Mohammed A. Razzaque & Allan Walpole, 2003. "Corporate Brand And Corporate Identity: Some Food For Thought," Working Papers in Business, Management and Finance 200303, Department of Management and Business, Padjadjaran University, revised Mar 2003.

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    More about this item

    Keywords

    Management;

    JEL classification:

    • G0 - Financial Economics - - General

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