Global corporate visual identity systems: using an extended marketing mix

Melewar, T. C. and Saunders, John (2000) Global corporate visual identity systems: using an extended marketing mix. European Journal of Marketing, 34 (5/6) . pp. 538-550. ISSN 0309-0566 [Article] (doi:10.1108/03090560010321910)


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.

Item Type: Article
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: 12416
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Depositing User: Alison Roache
Date Deposited: 13 Nov 2013 11:49
Last Modified: 13 Oct 2016 14:29

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