Global corporate visual identity systems: using an extended marketing mix
2000; Emerald Publishing Limited; Volume: 34; Issue: 5/6 Linguagem: Inglês
10.1108/03090560010321910
ISSN1758-7123
Autores Tópico(s)Marketing and Advertising Strategies
ResumoDesigners 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.
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