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Communication Essays & Research Papers

Communications Corporate Design

Topic: Communication

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INTRODUCTION There has been a growing interest in the corporate identity concept over the last 25 years, mainly due to changes in technology, market dynamics and consumer values and behaviour. Deregulation and privatization programmes introduced by governments (Ind, 1992; Markwick and Fill, 1997; Balmer and Soenen, 1998), the internationalization of companies (Schmitt et al., 1995; Meijs, 2002), the availability of a vast amount of choice and information in the market, more sophisticated consumers (Bickerton, 1999), lower traditional barriers to entry, changes in trade channels, decentralized organizational structures and an increased number of mergers and acquisitions (Ind, 1992; Melewar and Harrold, 2000) are some of the factors which have contributed to raising interest in corporate identity. Corporate design The visual aspect of corporate identity forms a major part of a corporation’s identity (Melewar and Saunders, 1998). Corporate design is used...

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