Corporate identity is a matter of urgent importance for all firms be they well established, changing on account of a merger or simply wishing to reinvent themselves. This book reports on the current European knowledge of the subject and illustrates the analysis with case studies of foremost companies. Describing the conditions for critical success, the authors consider corporate culture, corporate behaviour, market conditions and strategies, products and services, and communication and design. High-profile case studies include McDonalds, Ford and London Underground.
- ISBN10 0304334111
- ISBN13 9780304334117
- Publish Date 18 January 1996
- Publish Status Out of Print
- Out of Print 13 March 1998
- Publish Country GB
- Imprint Cengage Learning EMEA
- Format Hardcover
- Pages 224
- Language English