Increasingly organisations are devoting a substantial amount of resources to manage their brands and identities at corporate level. Visual identity is becoming more of an issue as national, multinational, and even small and medium sized enterprises are using corporate branding as a strategic tool for competitive advantage. This book brings together recent thoughts on corporate branding and corporate identity management using a basis of practitioners' own experiences. Integrating current theories and applications in the area, the book provides cases on mergers and acquisitions, small and medium size enterprises, and focuses on organisations from different sectors such as banking, petroleum, airline and automobile manufacturing.
- ISBN10 0230583229
- ISBN13 9780230583221
- Publish Date 23 October 2008
- Publish Status Active
- Publish Country GB
- Imprint Palgrave Macmillan
- Format eBook
- Pages 248
- Language English