Every brand manager should be familiar with four basic strategies and nine sub-strategies of brand architecture. With brand architecture companies specify the brands roles and the nature of relationships between brands. The brand relationship spectrum is a tool that offers companies to design a new offering without risking image dilution....

18 September, 2009 /

Van Riel and Balmer have presented three methods to reveal the actual corporate identity. Affinity audit that is using the principles of ethnography. Laddering technique which relies on means and interviews resulting in Hierarchial Values Maps. There is also the Rotterdam Organizational Identification Test. ....

05 September, 2009 /

"Design is an activity involving a wide spectrum of professions in which products, services, graphics, interiors, and architecture all take part." (ICSID)...

13 September, 2008 /

Strathclyde statement was developed by academics from the Strathclyde, Erasmus, and Harvard Business Schools and leading consultants and tries to define the corporate identity....

14 June, 2008 /

Literature of the master thesis by Marko Savić, Corporate Design Strategy and Branding: the Role of Design Management in Developing the Corporate Identity. ...

25 January, 2008 /

Structure of the thesis by Marko Savić, Corporate Design Strategy and Branding: the Role of Design Management in Developing the Corporate Identity. ...

25 January, 2008 /