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.
International Journal of Bank Marketing – Emerald Publishing
Published: Jan 1, 1991
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