Corporate design strategy and branding : the role of design management in developing the corporate identity

Marko Savić, Vesna Žabkar: Corporate design strategy and branding : the role of design management in developing the corporate identity. University of Ljubljana, School of Economics and Business; International Center for Promotion of Enterprises, Ljubljana, 2010.

Abstract

Brand architecture is a precondition for the corporate identity development process to start.

Although it was not possible to confirm the leading role of design management in the development of a corporate identity it is clear that design management is such a wide-spectrum discipline that it would be optimal if it has a leading role in corporate identity development. Corporate identity demands support from top management.

The resources for the development of the corporate identity are necessary from inside the corporations and from outside consultants.

    BibTeX (Download)

    @mastersthesis{COBISS.SI-ID:19561958,
    title = {Corporate design strategy and branding : the role of design management in developing the corporate identity},
    author = {Marko Savić and Vesna Žabkar},
    year  = {2010},
    date = {2010-09-14},
    publisher = {[M. Savić]},
    address = {Ljubljana},
    school = {University of Ljubljana, School of Economics and Business; International Center for Promotion of Enterprises},
    abstract = {Brand architecture is a precondition for the corporate identity development process to start. 
    
    Although it was not possible to confirm the leading role of design management in the development of a corporate identity it is clear that design management is such a wide-spectrum discipline that it would be optimal if it has a leading role in corporate identity development. Corporate identity demands support from top management. 
    
    The resources for the development of the corporate identity are necessary from inside the corporations and from outside consultants.},
    keywords = {arhitektura blagovnih znamk, blagovne znamke, brand architecture, branding, corporate culture, corporate identity, corporate image, design, design enterprises, design management, dizajn management, identiteta podjetja, kultura podjetja, podjetje, podoba podjetja, strategija, strategy},
    pubstate = {published},
    tppubtype = {mastersthesis}
    }