Congratulations to my son [id68709|Федор Дурнев] with a scientific publication "Living Brand: Corporate Brand Identity Model for Experienced Service Organizations"
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Abstract
The author offers a model of corporate brand identity formation for experienced service organizations based on two theses. First, the organizational cultural and behavioral heritage of an experienced company is a powerful source of its brand identity. Second, service brand is associated with human traits as almost any service is delivered to consumers by and with people. The model includes three complementary instruments: the exploration of differentiating values of the company, the definition of corporate DNA and creation of verbal anthropomorphic portray of the firm. Together these elements constitute a groundwork for corporate brand construction and elaboration of rules and patterns of its visual and verbal communications.
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Abstract
The author offers a model of corporate brand identity formation for experienced service organizations based on two theses. First, the organizational cultural and behavioral heritage of an experienced company is a powerful source of its brand identity. Second, service brand is associated with human traits as almost any service is delivered to consumers by and with people. The model includes three complementary instruments: the exploration of differentiating values of the company, the definition of corporate DNA and creation of verbal anthropomorphic portray of the firm. Together these elements constitute a groundwork for corporate brand construction and elaboration of rules and patterns of its visual and verbal communications.
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Эту запись оставил(а) на своей стене Алексей Дурнев
