CORPORATE VOICE in RELATION to PRODUCT IDENTITY and STRATEGY.

By : Kristin H. Løwer Gautvik
Department of Product Design NTNU 01.11.2001

Abstract

Establishing a solid customer relationship is paramount for companies in today’s overcrowded market.

Based on the general principles of corporate communication and the concept of “involvement”, the article seeks to dene and explain the mutual roles of the different components of this corporate-product-customer-relationship, and tries to establish which mechanisms and strategies companies may use to communicate their corporate identity through their products.

Keywords: Corporate identity, corporate image, product identity, corporate voice, customer voice, branding, corporate communication, corporate design strategy.

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si* (Penulis, Pelaku Bisnis, Trainer dan Dosen Marketing Management)
e-mail : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

*Profil Lengkap, lihat (click) di sini

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