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Brand and Identity

A brand is the identity of a specific product, service, or business.

Corporate identity is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture, this is the corporate personality.

Corporate identity
In Corporate Communications, a corporate identity is the “persona” of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.

The American Marketing Association defines a brand as a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.

Everything you wanted to know about creating a better corporate identity
A corporate identity is, put simply, a symbol. It can be as simple as a color scheme (eg. Orange and Blue widely used in most of AOL’s advertising) or a word written a certain way. (eg. “Sony” written in those narrow, classy letters) or a picture. (eg. The Ship for Old Spice Aftershave.) These physical images are often associated with the “image” of the company behind them. They are often designed with a certain motive. User Friendly for AOL, Sleek and High Tech for Sony, and Manly and Sturdy for Old Spice …

The BIG PAGE of Branding & Corporate Identity Resources
Corporate identity manuals & guides

Corporate Branding
Powerful corporate branding can equip most any new product or service with instant credibility and value that simply can’t be reproduced with any sort of product-focused marketing campaign. That is why it is vitally important for any serious corporation that wishes its product offerings to be successful to create and protect a strong corporate brand.

Creating A Powerful Brand To Enhance Your Corporate Identity
Every company, large or small, needs to have a brand marketing strategy. In the marketplace these days just the perception of what your product or service can do is supremely important. It can be a very effective method of attracting new customers and strengthening your brand to existing ones.

Corporate identity or corporate brand?
Corporate identity or corporate brand since 1800 …

Brand new
Brand New is a division of UnderConsideration, and it happens to be our most popular division of all the divisions. Its sole purpose is to chronicle and provide opinions on corporate and brand identity work, focusing mostly on identity design and a modest amount of packaging. We cover redesigns and new designs. Nothing more, nothing less, what you see is what you get.

Corporate Identity, Brand Identity, and Brand Image
It is important to distinguish between corporate identity, brand identity, and brand image …

Brand Tutorial
Whether you call it brand, corporate identity or image:It’s worthless unless it creates assets that translate into more sales and profits.

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