Corporate Identity A Strategic Marketing Issue

Corporate Identity A Strategic Marketing Issue Given the resources being spent on corporate identity development,it is disappointing that the mainstream marketing texts and journalsafford it little space. Development of an understanding of corporateidentity and image is sought. Corporate identity is projected byorganisations and services to shape the image held of the organisationby its publics. In the absence of tangibility, as is the case in servicemarketing, corporate image has a powerful role. For these reasons,financial services marketers need to treat corporate identity as astrategic marketing issue. How this may be done is theorised and a casestudy of Allied Irish Bank plc is used as an illustration of corporateidentity development in practice. Given the companyspecific andindustrywide changes that have occurred in financial services, thecorporate identity issues raised will apply to many businesses withinthat industry. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Corporate Identity A Strategic Marketing Issue

Loading next page...
 
/lp/emerald-publishing/corporate-identity-a-strategic-marketing-issue-0j4JQcpsUm
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/02652329110140833
Publisher site
See Article on Publisher Site

Abstract

Given the resources being spent on corporate identity development,it is disappointing that the mainstream marketing texts and journalsafford it little space. Development of an understanding of corporateidentity and image is sought. Corporate identity is projected byorganisations and services to shape the image held of the organisationby its publics. In the absence of tangibility, as is the case in servicemarketing, corporate image has a powerful role. For these reasons,financial services marketers need to treat corporate identity as astrategic marketing issue. How this may be done is theorised and a casestudy of Allied Irish Bank plc is used as an illustration of corporateidentity development in practice. Given the companyspecific andindustrywide changes that have occurred in financial services, thecorporate identity issues raised will apply to many businesses withinthat industry.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jan 1, 1991

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off