Corporate Identity Management: The Comparison Between Verbal (Strategic Management, Marketing and Communication Schools and Visual (Design Schools) Models

Popy Rufaidah ()
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Popy Rufaidah: Department of Management and Business, Faculty of Economy, Padjadjaran University

No 200202, Working Papers in Business, Management and Finance from Department of Management and Business, Padjadjaran University

Abstract: The objective of this article is to compare the verbal (marketing, communications, strategic management schools) and visual (design schools) models of corporate identity management. This is done with a view to understand where the area can add leverage to the competitive capability of the multidisciplinary nature of the area. The lack of research within design schools will expose a vulnerability to the management of corporate identity's continued development. Section two begins by reviewing the use of corporate identity terminology among visual and verbal schools by comparing the variables of corporate identity mix from both perspectives. Finally, the paper examines the variables and analyses of the models of the corporate identity management process to which design management discipline may be able to add some value. It concludes that the model of corporate identity management with a particular emphasis on the process of strategic management within design management field, should have to be undertaken if we are to realize some of the potential that corporate identity could add to the discipline in other areas.

Keywords: Management (search for similar items in EconPapers)
JEL-codes: G0 (search for similar items in EconPapers)
Pages: 17 pages
Date: 2002-06, Revised 2002-06
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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