| Author: | Schmitt, B. H. Simonson, A. Marcus, J. |
| Title: | Managing corporate image and identity (Markenmanagement, corporate communication) |
| Journal: | Long Range Planning
1995 : OCT, VOL. 28:5, p. 82-92 |
| Index terms: | |
| Freeterms: | PUBLIC RELATIONS, VERPACKUNG, DESIGN, WERBUNG, PRODUKTGESTALTUNG, UNTERNEHMENSSTRATEGIE |
| Language: | eng |
| Abstract: | Corporate Aesthetics Management (CAM) is a strategic framework for managing a company's full range of visual output in the form of products, logos, packaging, buildings, showrooms, advertisements, and company uniforms. The framework is systematic and comprehensive, so its successful implementation adds value to a firm and provides competitive advantage by enhancing the image of a company and its products and increasing sales. It can be used to manage a company's image and identity as well as for specific areas such as designing a mission and creating a brand identity. |
SCIMA