11 Apr 2010 What are our claims in Corporate Identity and Branding development?
- We are able to support the thesis that there is clear connection between the corporate identity and brand architecture. In our opinion the brand architecture is a precondition for a process of the development of the corporate identity to start.
- We are able to confirm that design management is not the only discipline that should be involved in corporate identity and branding. But we could say that in corporate identity and branding development design management should have a role, at least. There is a possibility or even a must that other disciplines are included. But design management is such a wide spectre discipline that it could be optimal if it has a leading role.
- Corporate identity definitely demands support from top management. Resources in corporate identity development are to be combined from inside of the corporations and from outside consultants. Because corporate identity development demands resources that include : + chief executive officer or executive team; + sales and marketing; + communications and marketing research, + operations, + engineering, + industrial and graphic design; + human resources; + strategy; and other multiple stakeholders including employees, managers, customers, investors, non governmental organizations, partners and politicians it is pretty obvious that no corporation will try to assure all the necessary resources by itself.