Corporate visual identity: the re-branding of France Télécom
Article
Melewar, T., Hussey, G. and Srivoravilai, N. 2005. Corporate visual identity: the re-branding of France Télécom. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540233
Type | Article |
---|---|
Title | Corporate visual identity: the re-branding of France Télécom |
Authors | Melewar, T., Hussey, G. and Srivoravilai, N. |
Abstract | Global companies are increasingly emphasising their corporate and brand identities in trying to project a favourable image and reputation. Ongoing trends such as globalisation, mergers and acquisitions, deregulation and privatisation have accelerated the need to coordinate and harmonise companies' disparate global identities and images. The purpose of this paper is to apply some of the academic theory related to corporate visual identity management in a concrete, working example. France Télécom unveiled its new visual identity in March 2000. This paper seeks to establish the rationale behind the creative product of France Télécom's identity programme, while looking at issues pertaining to its implementation and impact. The wide variety of literature relating to this area will be used to critique the process, mainly from a visual identity perspective. Before exploring France Télécom's visual re-branding programme, the corporate identity arena in general will be outlined, with specific reference to visual identity, in order to put the case in its wider academic context. |
Keywords | brand, valuation, equity, electronic, management, e-branding, e-tailing, management, international, Internet, marketing, measurement, personality, consumers, advertising, fast moving, consumer goods, FMCG, brand-building, strategy |
Research Group | Strategic Marketing, Consumer Behaviour and Branding/Identity group |
Publisher | Palgrave Macmillan |
Journal | Journal of Brand Management |
ISSN | 1350-231X |
Publication dates | |
2005 | |
Publication process dates | |
Deposited | 27 May 2014 |
Output status | Published |
Digital Object Identifier (DOI) | https://doi.org/10.1057/palgrave.bm.2540233 |
Language | English |
https://repository.mdx.ac.uk/item/84vq9
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