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Coupling Brand and Organizational Identities Through Partnering
Author(s) -
Schmitt Bernd,
Simonson Alex
Publication year - 1998
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1998.tb00187.x
Subject(s) - conceptualization , identity (music) , categorization , business , general partnership , marketing , organizational identity , joint (building) , public relations , computer science , political science , engineering , aesthetics , artificial intelligence , architectural engineering , philosophy , finance , organizational commitment
IN JOINT VENTURES, MERGERS, and other relationships, businesses must determine the optimum way to blend their respective brands and identities. Based on an analysis of the purpose behind a partnership and the categorization of identity elements into properties, products, presentations, and publications, Bernd Schmitt and Alex Simonson present a conceptualization for establishing priorities in the branding/identity redesign effort that is needed to support business combinations.