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| Author: | Melewar, T. Saunders, J. |
| Title: | Global corporate visual identity systems: using an extended marketing mix |
| Journal: | European Journal of Marketing
2000 : VOL. 34:5/6, p. 538-550 |
| Index terms: | MARKETING MIX BRANDS INTERNATIONAL MARKETING |
| Language: | eng |
| Abstract: | Designers have used Corporate Visual Identity Systems (CVIS) to widen the communications mix. Using name, symbol and/or logo, typography, colour and slogan, a CVIS helps transmit a company's visual identity through fixed assets, such as buildings, vehicles, and other business collateral. This wider view of business communications adds an eighth P, publictions, to the seven Ps of service marketing: product, place, promotion, participants, physical evidence and process. |
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