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LA GRAMMATICA DI ENGLISH GRATIS IN VERSIONE MOBILE   INFORMATIVA PRIVACY

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WIKIBOOKS
DISPONIBILI
?????????

ART
- Great Painters
BUSINESS&LAW
- Accounting
- Fundamentals of Law
- Marketing
- Shorthand
CARS
- Concept Cars
GAMES&SPORT
- Videogames
- The World of Sports

COMPUTER TECHNOLOGY
- Blogs
- Free Software
- Google
- My Computer

- PHP Language and Applications
- Wikipedia
- Windows Vista

EDUCATION
- Education
LITERATURE
- Masterpieces of English Literature
LINGUISTICS
- American English

- English Dictionaries
- The English Language

MEDICINE
- Medical Emergencies
- The Theory of Memory
MUSIC&DANCE
- The Beatles
- Dances
- Microphones
- Musical Notation
- Music Instruments
SCIENCE
- Batteries
- Nanotechnology
LIFESTYLE
- Cosmetics
- Diets
- Vegetarianism and Veganism
TRADITIONS
- Christmas Traditions
NATURE
- Animals

- Fruits And Vegetables



ARTICLES IN THE BOOK

  1. ACNielsen
  2. Advertising
  3. Affiliate marketing
  4. Ambush marketing
  5. Barriers to entry
  6. Barter
  7. Billboard
  8. Brainstorming
  9. Brand
  10. Brand blunder
  11. Brand equity
  12. Brand management
  13. Break even analysis
  14. Break even point
  15. Business model
  16. Business plan
  17. Business-to-business
  18. Buyer leverage
  19. Buying
  20. Buying center
  21. Buy one, get one free
  22. Call centre
  23. Cannibalization
  24. Capitalism
  25. Case studies
  26. Celebrity branding
  27. Chain letter
  28. Co-marketing
  29. Commodity
  30. Consumer
  31. Convenience store
  32. Co-promotion
  33. Corporate branding
  34. Corporate identity
  35. Corporate image
  36. Corporate Visual Identity Management
  37. Customer
  38. Customer satisfaction
  39. Customer service
  40. Database marketing
  41. Data mining
  42. Data warehouse
  43. Defensive marketing warfare strategies
  44. Demographics
  45. Department store
  46. Design
  47. Designer label
  48. Diffusion of innovations
  49. Direct marketing
  50. Distribution
  51. Diversification
  52. Dominance strategies
  53. Duopoly
  54. Economics
  55. Economies of scale
  56. Efficient markets hypothesis
  57. Entrepreneur
  58. Family branding
  59. Financial market
  60. Five and dime
  61. Focus group
  62. Focus strategy
  63. Free markets
  64. Free price system
  65. Global economy
  66. Good
  67. Haggling
  68. Halo effect
  69. Imperfect competition
  70. Internet marketing
  71. Logo
  72. Mail order
  73. Management
  74. Market
  75. Market economy
  76. Market form
  77. Marketing
  78. Marketing management
  79. Marketing mix
  80. Marketing orientation
  81. Marketing plan
  82. Marketing research
  83. Marketing strategy
  84. Marketplace
  85. Market research
  86. Market segment
  87. Market share
  88. Market system
  89. Market trends
  90. Mass customization
  91. Mass production
  92. Matrix scheme
  93. Media event
  94. Mind share
  95. Monopolistic competition
  96. Monopoly
  97. Monopsony
  98. Multi-level marketing
  99. Natural monopoly
  100. News conference
  101. Nielsen Ratings
  102. Oligopoly
  103. Oligopsony
  104. Online marketing
  105. Opinion poll
  106. Participant observation
  107. Perfect competition
  108. Personalized marketing
  109. Photo opportunity
  110. Planning
  111. Positioning
  112. Press kit
  113. Price points
  114. Pricing
  115. Problem solving
  116. Product
  117. Product differentiation
  118. Product lifecycle
  119. Product Lifecycle Management
  120. Product line
  121. Product management
  122. Product marketing
  123. Product placement
  124. Profit
  125. Promotion
  126. Prototyping
  127. Psychographic
  128. Publicity
  129. Public relations
  130. Pyramid scheme
  131. Qualitative marketing research
  132. Qualitative research
  133. Quantitative marketing research
  134. Questionnaire construction
  135. Real-time pricing
  136. Relationship marketing
  137. Retail
  138. Retail chain
  139. Retail therapy
  140. Risk
  141. Sales
  142. Sales promotion
  143. Service
  144. Services marketing
  145. Slogan
  146. Spam
  147. Strategic management
  148. Street market
  149. Supply and demand
  150. Supply chain
  151. Supply Chain Management
  152. Sustainable competitive advantage
  153. Tagline
  154. Target market
  155. Team building
  156. Telemarketing
  157. Testimonials
  158. Time to market
  159. Trade advertisement
  160. Trademark
  161. Unique selling proposition
  162. Value added


 

 
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    ENGLISHGRATIS.COM è un sito personale di
    Roberto Casiraghi e Crystal Jones
    email: robertocasiraghi at iol punto it

    Roberto Casiraghi           
    INFORMATIVA SULLA PRIVACY              Crystal Jones


    Siti amici:  Lonweb Daisy Stories English4Life Scuolitalia
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MARKETING
This article is from:
http://en.wikipedia.org/wiki/Corporate_Visual_Identity_Management

All text is available under the terms of the GNU Free Documentation License: http://en.wikipedia.org/wiki/Wikipedia:Text_of_the_GNU_Free_Documentation_License 

Corporate Visual Identity Management

From Wikipedia, the free encyclopedia

 

Corporate Visual Identity plays a significant role in the way an organization presents itself to both internal and external stakeholders. Key elements of a corporate visual identity are the corporate name, logo, colour palette, font type, and a corporate slogan, tagline and/or descriptor. These may be applied on, for instance, stationery, printed matter (such as brochures and leaflets), advertisements, websites, vehicles, buildings, interiors, and corporate clothing. Sometimes architecture can also be an important element in an organisation’s visual identity (examples: McDonalds and Ikea).

In general terms, a corporate visual identity expresses the values and ambitions of an organisation, its business, and its characteristics. Four functions of corporate visual identity can be distinguished. Three of these are aimed at external stakeholders.

  1. First, a corporate visual identity provides an organisation with visibility and ‘recognisability’ (Balmer and Gray, 2000; Dowling, 1993; Du Gay, 2000). For virtually all profit and non-profit organisations it is of vital importance that people know that the organisation exists and remember its name and core business at the right time.
  2. Second, a corporate visual identity symbolises an organisation for external stakeholders, and, hence, contributes to its image and reputation (Schultz, Hatch and Larsen, 2000). Van den Bosch, De Jong and Elving (2005) explored possible relationships between corporate visual identity and reputation, and concluded that corporate visual identity plays a supportive role in corporate reputations.
  3. Third, a corporate visual identity expresses the structure of an organisation to its external stakeholders, visualising its coherence as well as the relationships between divisions or units. Olins (1989) is well-known for his ‘corporate identity structure’, which consists of three concepts: monolithic brands for companies which have a single brand, a branded identity in which different brands are developed for parts of the organization or for different product lines, and an endorsed identity with different brands which are (visually) connected to each other. Although these concepts introduced by Olins are often presented as the corporate identity structure, they merely provide an indication of the visual presentation of (parts of) the organization. It is therefore better to describe it as a ‘corporate visual identity structure’.
  4. A fourth, internal function of corporate visual identity relates to employees’ identification with the organisation as a whole and/or the specific departments they work for (depending on the corporate visual strategy in this respect). Identification appears to be crucial for employees (Bromley, 2001; Dutton, Dukerich and Harquail, 1994; Kiriakidou and Millward, 2000), and corporate visual identity probably plays a symbolic role in creating such identification.


Corporate visual identity is one part of the corporate identity. Birkigt and Stadler (1986) and Van Riel (1995) discuss three factors that affect corporate identity – behavior, communication, and symbolism – and characterize corporate visual identity as the dominant representative of symbolism.

As the most tangible asset for the self-expression of an organisation, corporate visual identity must be viewed as an important strategic instrument within corporate communication. Organisations appear to be willing to make large investments in the development and implementation of their corporate visual identity, and it is generally acknowledged that it is important to reach a considerable degree of consistency in the way a corporate visual identity is applied. Corporate visual identity can be seen as the visual common thread that runs through the way an organisation expresses itself.

Special attention is paid to corporate visual identity in times of organisational change. Once a new corporate visual identity is implemented, attention to corporate visual identity related issues generally tends to decrease. However, corporate visual identity needs to be managed on a structural basis, to be internalised by the employees and to harmonise with future organisational developments. After all, the effectiveness of a corporate visual identity depends to a great extent on its consistency.

Efforts to manage the corporate visual identity will result in more consistency and the corporate visual identity management mix should include structural, cultural and strategic aspects (Van den Bosch, 2005). Guidelines, procedures and tools can be summarized as the structural aspects of managing the corporate visual identity. Corporate visual identity guidelines govern how the elements have to be applied in order to maintain the visual continuity and recognition across all physical manifestations of the organization. Guidelines must be up to date and accessible for employees, and it may be helpful to embed the guidelines in tools. A good support system for applying the corporate visual identity is a sine qua non for consistent use of the corporate visual identity by employees.

However, as important as the structural aspects may be, they must be complemented by two other types of aspects. Among the cultural aspects of corporate visual identity management, socialization – i.e. formal and informal learning processes – turned out to influence the consistency of a corporate visual identity. Managers are important as a role model and they can clearly set an example. This implies that they need to be aware of the impact of their behavior, which has an effect on how employees behave. If managers pay attention to the way they convey the identity of their organization, including the use of a corporate visual identity, this will have a positive effect on the attention employees give to the corporate visual identity.

Further, it seems to be important that the organization communicates the strategic aspects of the corporate visual identity. Employees need to have knowledge of the corporate visual identity of their organization – not only the general reasons for using the corporate visual identity, such as its role in enhancing the visibility and recognizability of the organization, but also aspects of the story behind the corporate visual identity. The story should explain why the design fits the organization and what the design – in all of its elements – is intended to express.

The definition of the corporate visual identity management (Van den Bosch, 2005) is:

Corporate visual identity management involves the planned maintenance, assessment and development of a corporate visual identity as well as associated tools and support, anticipating developments both inside and outside the organization, and engaging employees in applying it, with the objective of contributing to employees’ identification with and appreciation of the organization as well as recognition and appreciation among external stakeholders.

References

  • Balmer, J.M.T., & Gray, E.R., (2000). Corporate identity and corporate communications: creating a competitive advantage. Industrial and Commercial Training, 32 (7), pp. 256-262.
  • Birkigt, K., & Stadler, M.M., (1986). Corporate identity. Grundlagen, funktionen, fallbeispiele. [Corporate identity. Foundation, functions, case descriptions]. Landsberg am Lech: Verlag Moderne Industrie.
  • Bromley, D.B., (2001). Relationships between personal and corporate reputation, European Journal of Marketing, 35 (3/4), pp. 316-334.
  • Dowling, G.R., (1993). Developing your company image into a corporate asset. Long Range Planning, 26 (2), pp. 101-109.
  • Du Gay, P., (2000). Markets and meanings: re-imagining organizational life. In: M. Schultz, Dutton, J.E., Dukerich, J.M., & Harquail, C.V., (1994). Organizational images and member identification. Administrative Science Quarterly, 39 (2), pp. 239-263.
  • M.J. Hatch, & M.H. Larsen, (Eds.). The expressive organisation: linking identity, reputation and the corporate brand (pp. 66-74). Oxford: Oxford University Press.
  • Kiriakidou, O, & Millward, L.J., (2000). Corporate identity: external reality or internal fit?, Corporate Communications: An International Journal, 5 (1), pp. 49-58.
  • Olins, W., (1989). Corporate identity: making business strategy visible through design. London: Thames & Hudson.
  • Schultz, M., Hatch, M.J., & Larsen, M., (2000). The expressive organisation: linking identity, reputation and the corporate brand. Oxford: Oxford University Press.
  • Van den Bosch, A.L.M., (2005). Corporate Visual Identity Management: current practices, impact and assessment. Doctoral dissertation, University of Twente, Enschede, The Netherlands.
  • Van den Bosch, A.L.M., De Jong, M.D.T., & Elving, W.J.L., (2005). How corporate visual identity supports reputation. Corporate Communications: An International Journal, 10 (2), pp. 108-116.
  • Van Riel, C.B.M., (1995). Principles of corporate communication. London: Prentice Hall.

See also

  • Corporate identity
  • Corporate logo
  • Brand

External links

  • A website about Corporate Identity
  • A website about Managing Visual Performance
  • Wally Olins
  • Corporate Identity Portal
Retrieved from "http://en.wikipedia.org/wiki/Corporate_Visual_Identity_Management"