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Design Management Journal, Vol. 6, No. 1, Winter 1995


Corporate Voice in Relation to Product Brands

By 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.

Keywords: Corporate Identity, Brands, Communication Strategy, Corporate Identity/Voice

ORDER This article is available in the special DMI reprint format for $3.50. The order number is: 9561KEE45. Just use your mouse to copy this number, hit the order button and paste it into the form.

This document was last updated January 7, 1997.

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