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.
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© 1987 John M. Murphy
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Diefenbach, J. (1987). The Corporate Identity as the Brand. In: Murphy, J.M. (eds) Branding: A Key Marketing Tool. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-08280-3_16
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DOI: https://doi.org/10.1007/978-1-349-08280-3_16
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-08282-7
Online ISBN: 978-1-349-08280-3
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