Understanding Corporate Id As A Trend Marketing Essay

The following paper is designed to be able to judge the role of corporate and business identity building successful luxury brands. There would be much of give attention to understanding the dynamics of corporate identity employed in co ordination with built in marketing communication which would lead to shaping the blissful luxury brand and then driving a car it to its success. Following the research has been completed, then the findings of the research would help us in understanding if, you can find any one greatest way that defines the organization identity in the blissful luxury industry.

Understanding corporate individuality as a sensation:

Corporate individuality as classification by businessdictionary. com is discussed as

"Mix of color plans, designs, words, etc. , a firm employs to make a visual statement about itself and connect its business philosophy. It really is an enduring icon of what sort of organization views it, how it desires to be looked at by others, and exactly how others recognize please remember it. Unlike commercial image (which is 'in there' changeable mental impression), corporate personal information is 'out there' sensory-experience conveyed by things such as complexes, decor, brand, name, slogan, stationery, uniforms, and is basically unaffected by its financial performance and ups and downs in its fortunes. Corporate-identity is either strong or weakened (not positive, negative, or neutral like a commercial image) and is more or less permanent unless modified deliberately. The identification (conveyed by its name and multicolored bitten-off-apple logo) of Apple computer, for example, as a forward thinking and way breaking company has survived almost intact over about 30 years. But its image as an effective business has dimmed and brightened several times through the same period"

After taking into consideration the above given classification we get to know that corporate identity is a trend that includes many factors a company uses like what, the icons or any other abstract codes which generally differentiates the company from others for the simple recognition by individuals who are potential consumers. But the idea of corporate identity as provided above are alternatively considered just a little orthodox in today's day business scenario. Within the Dane age, this is of corporate identification has expanded to be able to depend after a huge variety of different other factors. Although it is normal to believe the graphic imagery and symbols will always be the pivotal factors governing the corporate id of any brand or a corporation, but with the proliferation of included marketing communication methods, a complete new different perspective has been attached to the conventional idea of corporate personal information. The below given diagram explains in detail the role of different factors that donate to corporate personality of any brand and its overall dynamicity

According to creators John Balmer and Stephen Greyser the idea of identity starts with the small process of graphic design or what they prefer to call as visible identification. Needless to clarify that graphic explanation is a vital part of integrated marketing communication. A valid example to support the notion is that of IBM. Back in the times IBM was known for using blue borderlines in its adverts, as the time passed consumers effortlessly began to affiliate blue with the colour of IBM and hence IBM obtained its informal name of 'Big Blue'.

The second part of personal information is that of organizational personal information. The organizational id aims at determining the internal structure of the business. The primary motive of organizational personality is to discover as to how the employees of the business look forward to the company. Specifically, it is a tool that helps us understand the image that the business has framed in the eye of its employees. Though it is not a deciding factor because it lies within the company but nonetheless the communication within the business amongst its employees contributes essentially to included marketing communication.

The third and the most important part of individuality is the corporate identity. This is actually the branch of identity that helps us in marketing initiatives and governs the success of any company in an enormous way. It can help the company to understand its image in the eye of consumers and hence serves externally to any corporation. The participation of corporate identification is a deciding factor in any company's commercial strategy which in turn encompasses factors like image, communication and reputation. The thing that is to be considered when working with any issues of corporate identity is that it is a different occurrence from that of corporate brand image and both aren't to be merged.

The above given diagram suggests ways to establish a proper corporate personality in a firm (Middle and Broom, 1994; Dowling, 1986, 1994; Grunig and Hunt, 1984; Olins, 1978; Truck Riel, 1995)

An important thing to consider in today's day situation regarding corporate individuality is the change of explanation that the word has undergone in the past few years. The present day definition of corporate and business identity suggest that the term "corporate identification" in itself is extensive and holds along factors of patterns, communication and symbolism portrayed to interior and external audience. It really is visible from the improved perspective that it is much wider idea in comparison to the conventional meaning and also does it include the dynamics of organization functioning

The interesting thing to notice is the level impact created by commercial identity in the specific case of luxury products. In the overall markets of day to day goods, corporate individuality is unquestionably important but is also inter mingled with a lot of other factors of price, setting and utility. But in the curios circumstance of luxury industry, many a times it has been observed that corporate and business identity of any brand has became the detrimental element in the brand's success or inability. With an abrupt increase in the amount of luxury brand and its popularity between the consumers owned by all the tiers and strata of modern culture, the effect of corporate individuality if monitored properly could be serious. Some of the luxury brands that have deeply understood the steps of the trade and also have made the idea of corporate personal information to work greatly for their advantage will be further talked about in the newspaper.

Corporate Identification & Luxury Industry


When the option of any company differentiating itself from all the other companies of its section using the phenomenon of corporate identity arises, LVMH is definitely a pioneer. LVMH is a luxury company that is well known to every luxury connoisseur of the world. Moet Hennessey Louis Vuitton better known as LVMH has always been in a position to bedazzle its consumers by rejuvenating itself every 10 years or so. The monogrammed LVMH products have eventually become so popular that this has fuelled a multimillion buck market of counterfeit products. To be able to understand the demand for LVMH products, we have to know that there is a branch of LVMH employees that works carefully with the international law enforcement to keep a keep track of on the counterfeiting of its products.

The significant make of LV as symbolic for LVMH on all the LVMH products has become synonymous to create and luxury. What Louis Vuitton are used to find out internationally recognized luxury empire.

The main target market of LVMH are consumers between your get older of 18-35 who have a penchant for design and fashion and the flavour for tradition and luxury, Louis Vuitton as a firm has were able to mark its existence by being positively published in top fashion and luxury magazines like "vogue". The iconic emblem of LVMH as LV is definitely shown stunningly in every advertisements or any event associated with LVMH and has lead to appealing a lot of luxury hungry consumers out there. In the recent years the business has extended into producing a variety of luxury goods like shoes, pieces, skateboards etc.

The main idea behind the successful corporate and business id of LVMH as a organization which includes several widely known and appreciated brands like Christian Dior. Dom Perignon, Donna Karan etc. is by mining the history and tradition behind all of these brands and portraying them in front of the consumers in form of a tale to which every consumer wants to relate to. There is always a designer who's in charge to propagate the story which is eventually much like by the market. The use of icons and abstract marketing is often so subtle it eventually penetrates the skin of consumers and clients are left with a serious longing of the product. The marketing and communication by LVMH is imaginative and revolves around the symbolic character and the reports of the brand.

The products are cautiously imprinted with the emblem of LVMH and there are a numerous affiliations with many designers who do not fail to play artistically with the emblem, always which makes it much more attractive and well-liked by the audience. Chairman Bernard Arnault believes that star brands are given birth to whenever a company handles to make products that 'speak to the age range', yet remain intensely modern. These products match the consumer's illusion. A legend brand is classic, modern, fast growing and highly profitable. Arnault thinks that the impression of timelessness can be created with uncompromising quality.


Another very interesting case of corporate and business individuality as a defining factor of any luxury brand's success can be defined with the exemplory case of Burberry. The brand is a brain child of Thomas Burberry when he decided to start his own store in 1858 in England. In the year 1879, Thomas Burberry created Gabardine- a breathable fabric crafted from an innovative process in which the yarn was made waterproof before weaving. This ended up being an extremely durable fabric and therefore made Burberry (as a brand) very popular. In today's day Burberry has gained recognition of an extremely stylish luxury brand and has outlets and boutiques all around the globe.

The Brand happens to be known for its rich English traditions and the iconic trench cover, hallmark check and the iconic Prosrum equine brand. Burberry has a strong brand performance. It's best known for its British identity which in turn guarantees the true blue English style through cool designs with checked prints being symbolic to the brand. The Burberry brand also gives consumers the confidence of uniformity in the quality and toughness of products provided. In conditions of service, Burberry has been extremely effective in terms of receiving well-timed information and help through its well-managed established website and communal marketing sites like Facebook. In fact, going digital is one of Burberry's key strategies to ensure that customers' needs can be offered proficiently and effectively and this has won the company the 'Digital Development Award' this year 2010.

The brand also flaunts a specific group of imagery that advises extreme sense of beauty and fashion. Vintage craftsmanship is shown in association with timeless English culture and traditions, a perfect mix for consumers with an vision for sophistication and luxury. The major feature of Burberry is the fact is succeeds in providing the luxury and elegant reminiscence of the past with the daring styles and patterns fit for the modern get older buyer.

As reviewed above, the icons and the rules of luxury employed by Burberry have been much acknowledged and appreciated amongst consumers all over the world. By owning a Burberry product the buyer feels easily fit into the class of elite because almost all of the publicity and marketing done by Burberry is through the A-list superstars who are generally seen flaunting the Burberry's trench coat or other apparels and hence developing a positive association in the minds of the consumers. To improve the experience further, all the customers of the elite school re unite together online at Burberryworld. com to hook up with the brand and with one another. To increase the corporate id, Burberry in addition has made sure to involve the clients and absorb them in the experience of the brand in order to associate themselves far beyond the symbolic imagery. This eventually leads to evoking the feelings of level of privacy and self value produced out of getting the brand. Consumers also feel a great sense of communal approval after getting Burberry.

All in every, it is noticeable that the use of symbols, design, communication and the rest of the factors that donate to the corporate id of the brand have been utilized manipulatively and cautiously enough to make a positive profound impact on the frame of mind of consumers which eventually brings about the wellness and success of Burberry


The next brand that would help us to understand the role of Corporate and business Personality in the framework of luxury brand is ARMANI. The brand being talked about is definitely a company of common luxurious fashion apparels for decades. Armani is one of the pioneers in the idea of retailing luxury and fashion mutually and to the present day its reputation and appeal remains intact, somewhat as fresh as new. Consumers see Armani as a portal between fashion and post modernism. For a long time now Armani has been providing to satiate the appetite of fashion and luxury mindful consumers and its corporate identity is intriguing.

The entire communications done by the brand is handled by the developer: Giorgio Armani himself and therefore there's always coherence in the communication created by the brand all around the world. The main emphasis in any sort of communication is always on the merchandise and very less effort is performed in mentioning the dazzle and color in the advertising. The image campaigns always have been in dark-colored and white in order to signify finesse and subtlety and far head is given to the finest information on models and also other contributing factors like background and lighting.

The custom himself is not fond of colorful clothing. Most of the Armani collections keep subtle colors but if the needs arise, there is some mixture and match of vivid colors as well. However the darker, understated colors always dominate any collection, attire or accessory ever before produced in Armani house. The designer also chooses not to include any top models in his promotional initiatives because he would like that people shouldn't get sidetracked by the model and really should pay much concentrate on the product being endorsed.

Apart from these details, Armani also has a fascinating brand history associated with it and flaunts the Italian country of origin tag. People have always associated Italy and France with the birth place of luxury and fashion respectively and therefore these associations come to the help of Armani in creating positive organizations regarding the brand in the mind of consumers.

The main emphasis of marketing communication by Armani persuades visitors to be themselves and want them to enjoy the freedom that they have. Then it affiliates this freedom in conditions of fashion style which eventually gets known alongside Armani. Hence free spirited people with a penchant for fashion get attached to Armani automatically. Very enormous attention is also used order to design the showroom for the merchandise. An honest work is put in, to make the customers re live the assurance of the brand as soon as they step inside any Armani's boutique worldwide. From lighting to furniture to mannequins, everything is utterly impeccable within an Armani showroom which presents very highly of the brand and folks are obligated to impress the magnanimity of the custom made and his products.

Hence the organization personal information of Armani is mostly subtle and consumers are left with too much to read between your lines and impress themselves.


From these given cases, it is obviously seeable that commercial personal information as a occurrence is crucial in determining the success or failure of any firm or a brand. Pertaining to the truth of luxury industry it becomes much more interesting to see that many a strong and famous brand names have made their way up with the brilliant and careful use of varied possible parameters of corporate individuality. The value of the happening can be better grasped by getting to know that a lot of brands (as like the few posted in the record) are better known due to their corporate identity somewhat than by their products or designers.

As way as the question of an individual apt method of decide the organization personality of the brand is concerned, there is none. Giving another look to this is of corporate personality we understand that it is an outcome of several different facets like icons, typography, design, included marketing communication etc. An focus on any singular factor wouldn't normally guarantee a successful corporate identity of your brand. The trip to a desired and successful corporate identity can be an amalgamate of most these factors synced with the other person and devised to work together for the common good of the corporation. Certainly all the different approaches have a new effect on the format of any brand's commercial individuality, but an evolved corporate id of any brand can be achieved only by an effective deployment of the approach.

It is also important to acknowledge that the plethora of available knowledge on commercial identity is now almost mature. Virtually all the luxury companies aren't only applying their level best initiatives in making a tag through their products and services but also have recognized the vitality of factors like organizational patterns, strategic movement, recruiting, graphic design, communication studies and pr. With an development and widespread recognition of these stated factors, the luxury corporate houses are trying to rephrase their business strategies to incorporate the guidelines of corporate personal information and touch the psyche of consumers in a manner that has never been done before. It'll be not wrong to say that with the passage of time and especially within an industry as strong and glamorous as luxury your day is not significantly when companies would pay identical focus on the finesse and exclusivity with their corporate identity approximately they pay to the impeccability and the beauty of their products and services in today's day age. The consequences could be so deep that the blissful luxury houses that would fail to acknowledge and absorb the idea of corporate individuality would eventually perish or stagnate.


Corporate id: theconcept, its way of measuring and management by Cees B. M. vehicle Riel Graduate Institution of Management, Erasmus College or university, Rotterdam, HOLLAND, and John M. T. Balmer Department of Marketing, School of Strathclyde Business School, Glasgow, UK

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