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CORPORATE VOICE in Relation to Product Brands
Author(s) -
Keefe Linda
Publication year - 1995
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1995.tb00423.x
Subject(s) - corporate identity , identity (music) , corporation , business , product (mathematics) , promotion (chess) , corporate branding , marketing , advertising , value (mathematics) , relation (database) , brand management , corporate communication , public relations , computer science , corporate governance , political science , aesthetics , mathematics , law , philosophy , geometry , finance , database , machine learning , politics
A CRITICAL BUSINESS CHALLENGE is determining the optimum relationship between the identity of a corporation and the identities of its various products. Based on the concept of “involvement”—the value an audience places on corporate and/or brand identity—Linda Keefe proposes criteria that allow managers to determine when corporate identity should be paramount, when the brand name is all‐important, when a shared identity is useful, and when neither corporate nor brand identity will have much impact on the promotion of a product.