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 /

It would be an honour if I would be the author of that answer but I’m not. Rennat Van Cauwenberge, General Manager/Managing Partner from Gramma in the article Corporate design instrument for change, wrote:“Above all, corporate design is an instrument for transformations and, at the same time, a guarantee of continuing corporate recognition. A design that is new, surprising and historically consistent, and that corresponds to the basic motives of the employees?Few advertising agencies can handle this paradox. Most of them see a given cultural context as oppressive. By fits and starts, they like to present changes and breaks in trends in a corporate design as ‘progress’. The client does not benefit from this in the least. The internal and external images of the organisation are even more confused than they were. But the biggest...

21 January, 2009 /

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 /