Corporate Identity: Making Business Strategy Visible Through Design

By Wally Olins and Olins

Book Overview

Corporate Identity is a fascinating account of the role image has played in organizations ranging from Napoleon's empire to the Confederate States of America to modern corporations such as Coca-Cola, BMW, Apple, & Sony. Olins demonstrates how identity is crucial to market share, how it plays a central role in expansion & diversification, how it is vital to both effective recruitment & the way people work together inside a company, & how it is directly related to profitability. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. Identity must have a secure place in the hearts & minds of managers, along with finance, research & development, product quality, personnel management, & other corporate assets. As Olins observes, In the end, it is economic power that wins the day. But economic power derives increasingly from moral, aesthetic, & cultural power. The organizations that can marshall these strengths will lead the world in the twenty-first century.

• Format: Paperback
• Language: English
• ISBN: 0875843689
• ISBN13: 9780875843681
• Release Date: January 1992
• Publisher: Harvard Business School Pr
• Length: 224 Pages
• Weight: 1.80 lbs.
• Dimensions: 9.8" x 0.8" x 8.5"