Korporativnaya identichnost. Sozdanie uspeshnogo firmennogo stilya i vizualnye kommunikacii v biznese

Corporate identity. Creating a successful corporate identity and visual communications in business

Book Description

This book is one of the most popular and authoritative publications in the world on corporate identity management and visual communications in business. The book will help to integrate corporate identity and corporate identity into the fabric of the commercial and financial goals of the organization. Rowden critically reviews traditional approaches to branding and marketing and shows how, based on the market position and brand values, it is possible to structure all visual and marketing communications of the company on the principle of "showed - told - done". "Corporate Identity" gives the reader a new methodology for managing marketing communications and a solid foundation for organizing an effective creative dialogue with contractors and suppliers of design solutions. You will learn: - what is the difference between corporate identity and brand values; - how to integrate corporate identity into the company's strategy and practice; - how to distinguish a company, its products or services from the total mass of offers on the market; - how to determine priorities when using marketing resources and use the company's marketing budget more effectively; - how to identify the true values of the organization, focus on them when building marketing communications and then use them to achieve the company's goals.