Malcolm spoke to us about Corporate Identity. He came up with his own definition: "Communication that personifies the personality and character of the brand"
Things that can communicate this personality include:
-Logo
-Strapline
-Typeface
-Signage
-Visual Material
-Colour Scheme
-Uniform
-Website
-Employees
-Building
-Music
-Furniture
-Ambience
The world’s most valuable brands are:
1. Apple
2. Google
3. Coca Cola
4. IBM
5. Microsoft
An example of corporate identity that Malcolm gave was 'BP'. They have changed their logo many times, changing the personality of the company with it.
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