Corporate Identity

The enterprise identity (Corporate Identity or briefly CI) with its three partial aspects Corporate Communication (CC), Corporate Design (CD) and Corporate Behaviour (CB) coins/shapes the uniform, concise appearance of the enterprise with outside and interior effect.

Interior effect:

• The coworkers identify themselves with their enterprise. A we feeling develops: the coworker of VOLKSWAGEN drives even e.g. ideal-proves a gulf and no Ford focus.

External effect:

• The enterprise is outward uniformly presented. In addition belong operationally the business equipment with Logo, colour, Schrifttypografie and layout defaults (Corporate Design) as well as one strategically closed as perceptible communication politics, with which the other elements marketing-mix the market participants are made accessible.

The communicated (Corporate Behaviour: in connection with the other components of the CI inward and outside) leads a conclusive and assertible adjustment of the behaviors of an organization to a clear and unmistakable market operational readiness level. If CI is stimmig, the enterprise appears more reliable.

See for this independent articles advertisement and communication politics with its Unterartikeln.

Marketing topics in the overview

Classically marketing-mix the American marketing Association

• Product and/or achievement politics
• Price strategy/contracting politics
• Communication politics
• Distribution politics (selling, logistics)

Common extension by important neighbouring functions

• Market study and public opinion poll
• Balanced Scorecard
• Quality management
• Controlling as Marketingcontrolling
• Fire management

Marketing adjustments

• Consumer goods marketing (B2C)
• Capital goods marketing (B2B)

Newest research directions

• Within the neuro economics, in order to measure the decision behavior objectively

See also

Literature

• Kotler, Philip/Bliemel, Friedhelm: Marketing management. Analysis, planning and implementation. Poeschel, 10. Aufl. 2001, 1399 sides
• Nieschlag, Robert/Dichtl, Hans: Marketing. Duncker & Humblot, 19. Aufl. 2002, 1349 sides
• Meffert, Heribert: Marketing; Gabler publishing house 9. ; over work. and erw. Aufl. 2000. XXIV. ISBN 3-409-69017-4
• Bruhn, Manfred: Marketing. Bases for study and practice. 7. over work. Aufl., Wiesbaden 2004.

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