Remodelling the corporate visual identity construct
Remodelling the corporate visual identity construct
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重塑企业视觉识别架构
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
T. Melewar
中科院分区：
文献类型：
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作者：
Roland H. Bartholmé;T. Melewar
目的-尽管有一个完善的企业形象结构，但关于企业视觉形象结构仍然存在模糊和迷失方向。本文的目的是调查不一致的使用术语，如“象征”和“企业设计”，以及指出一个不足的概念化的企业形象和视觉识别结构维斯维斯其他感官dimensions.Design/methodology/approach -现有的分类和概念化的企业形象和视觉识别结构的审查提供。本文提出了一个重塑的企业视觉识别结构，该结构从整体感官的角度出发，并提出企业感官识别结构可以更充分、更灵活地反映当前的商业现实。实践意义-本文为管理者提供了关于综合和整体利用一系列感官沟通活动的基本指导。.
Purpose – Despite a well‐established corporate identity construct there is still ambiguity and disorientation regarding the corporate visual identity construct. The purpose of this paper is to investigate the inconsistent use of terminologies such as “symbolism” and “corporate design” as well as pointing towards an insufficient conceptualisation of the corporate identity and visual identity construct vis‐a‐vis other sensory dimensions.Design/methodology/approach – A review of existing categorisations and conceptualisations of the corporate identity and visual identity construct is provided.Findings – The paper presents a remodelled corporate visual identity construct that takes a holistic sensory perspective and proposes the corporate sensory identity construct as a more adequate and flexible reflection of current business reality.Practical implications – The paper offers fundamental guidance for managers regarding the integrated and holistic utilisation of a set of sensory communication activities as par...