Increasingly organisations are devoting a substantial amount of resources to manage their brands and identities at the corporate level. Visual identity is becoming more of an issue as national, multinational, and even small and medium sized enterprises are using corporate branding as a strategic tool for competitive advantage. This book brings together recent thoughts on corporate branding and corporate identity management on the basis of practitioners' own experiences. Integrating current theories and applications in the area, the book provides cases on mergers and acquisitions, small and medium size enterprises, and focuses on organisations from different sectors such as banking, petroleum, airline and automobile manufacturing.
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