Corporate Voice in Relation to Product BrandsBy Linda Keefe, Vice President, Strategic Marketing and Design, Yamamoto Moss
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.
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This document was last updated January 7, 1997.
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