Does corporate image equal competitive edge?

Article Abstract:

Careful planning in the development of a corporate image is integral to the image's effectiveness in enhancing organizational competitiveness. Corporations must resist the tendency to assume that refurbishing the corporate image equates to favorable outcomes. The decision to make critical changes in the corporate identity requires exhaustive research and careful deliberation, while taking into consideration the existing corporate culture, philosophy, objectives and the firm's market. An effective corporate image serves as a powerful marketing and communications vehicle, a motivational tool for employees, a defining instrument of corporate philosophy, and the means to enhance organizational standing among competitors. The trademark should be considered as a critical aspect of the corporate identity because of the influence it exerts on the value of a company name.

United Kingdom, Planning, Trademarks, Corporations, British

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The image makers

Article Abstract:

Three leading graphic arts firms in Scotland discuss their approaches to creating a long-lasting corporate identity. Baillie Marshall Design Creative Dir Chic Harper stresses the importance of self-evaluation in determining a company's image. This allows for a comparison of the public's perception of the organization and that of the company to ensure that the two perceptions match. Tayburn Dir of Marketing Ron Hain emphasizes the value of clear objectives in the effective implementation of an identity program. McIlroy Coates Managing Dir Andrew Hunter notes that in-depth research is integral to the evaluation of a company's public perception and its intended identity.

Commercial art and graphic design, Management, Services, Graphic arts industry, Baillie Marshall Design, Tayburn, McIlroy Coates

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Professional by design

Article Abstract:

A well-designed corporate logo can be a valuable tool for professional organizations in marketing their products and services. Although companies can survive without one, the right logo can help a firm project its corporate identity and gain the public's attention. Solicitor Morton Fraser Milligan, chartered accountancy firm Rutherford Manson Dowds, and fund manager Murray Johnstone, are just three of the rising number of Scotland-based businesses that have started to recognize the value of corporate logos.

Intellectual property, Logos (Graphic design), Logos (Graphics), Corporations, Scottish

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