Global corporate visual identity systems: using an extended marketing mix
Article
Melewar, T. and Saunders, J. 2000. Global corporate visual identity systems: using an extended marketing mix. European Journal of Marketing. 34 (5/6), pp. 538-550. https://doi.org/10.1108/03090560010321910
Type | Article |
---|---|
Title | Global corporate visual identity systems: using an extended marketing mix |
Authors | Melewar, T. and Saunders, J. |
Abstract | Designers have used Corporate Visual Identity Systems (CVIS) to widen the communications mix. Using name, symbol and/or logo, typography, colour and slogan, a CVIS helps transmit a company’s visual identity through fixed assets, such as buildings, vehicles and other business collateral. This wider view of business communications adds an eighth P, publications, to the seven Ps of service marketing: product, price, place, promotion, participants, physical evidence and process. Managerial literature suggests that firms who standardise their CVIS anticipate communications benefits beyond the usual marketing mix. A comparison of multinational companies with and without standardised CVIS supports this view. |
Research Group | Strategic Marketing, Consumer Behaviour and Branding/Identity group |
Journal | European Journal of Marketing |
ISSN | 0309-0566 |
Publication dates | |
2000 | |
Publication process dates | |
Deposited | 13 Nov 2013 |
Output status | Published |
Digital Object Identifier (DOI) | https://doi.org/10.1108/03090560010321910 |
Language | English |
https://repository.mdx.ac.uk/item/84802
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