Global corporate visual identity system: standardisation, control and benefits

Melewar, T. C. and Saunders, John (1998) Global corporate visual identity system: standardisation, control and benefits. International Marketing Review, 15 (4) . pp. 291-308. ISSN 0265-1335 [Article] (doi:10.1108/02651339810227560)


This research study investigates the relationship between the degree of headquarters control and standardization of Corporate Visual Identity System (CVIS) among British companies and their subsidiaries in Malaysia. It examines chief executive involvement in the development of a standardized CVIS. The findings suggest that centralised control of CVIS decisions occurs with standardization of CVIS. Moreover, the findings indicate that the chief executive is the key internal driving force of globally standardized CVIS. Against expectations, locals matched the favourable disposition of headquarters towards global standardization.

Item Type: Article
Additional Information: Special Issue on International Marketing Communications
Keywords (uncontrolled): Corporate communications, Corporate identity, Corporate image, International marketing, Marketing communications, National cultures
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 12336
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Depositing User: Alison Roache
Date Deposited: 06 Nov 2013 14:04
Last Modified: 13 Oct 2016 14:29

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