Corporate Brand Identity - The Gillette Case

소개

질레트컴패니그룹 기업,브랜드 아이덴티티 케이스 스터디 레포트입니다.
목차보시면 알겠지만 크게 두파트로 나뉘어지는데 첫번째에서는 기업아이덴티와 CIM에 대한 이론적 분석, 두번째 파트에서는 본격적인 질레트그룹의 케이스 스터디를 하고 마지막으로 앞으로의 전략을 제언합니다. 영어로 된 레포트이긴 하나 제가 쓴 영어라서-_- 해석하시는데 큰 지장없으실겁니다. 열심히 만든 자료니 유용하게 쓰실 수 있을겁니다.

목차

PART 1 : ABOUT CORPORATE IDENTITY MANAGEMENT

Introduction

What is Corporate Identity?
-What is it?

What is Corporate Identity Management?
-What are CIM methods and tools?

Conclusion


PART II – THE GILLETTE CASE

The Gillette’s history

Gillette Corporate Identity elements

Diagnosis

Options & recommendations

Conclusion: evolution

SOURCES

본문내용

Study, analyze, manage, and modify the corporate identity. These are the challenges of Corporate Identity Management, a relatively new discipline at the cross-roads of several strategic fields: corporate planning, marketing, design and communications. The first part of this dossier will look at corporate identity management from a theoretical standpoint: the stakes involved the methods and the tools employed. In the second part these methods and tools will be applied to a practical case. The corporate identity of the Gillette Group will be examined, in an attempt to demonstrate its strengths and weaknesses and to find solutions to its problems.

PART 1 : ABOUT CORPORATE IDENTITY MANAGEMENT
Introduction
Branding is a human phenomenon as fundamental and old as the use of symbols. The 18th-century English artisan Josiah Wedgwood is often credited with building the first modern business brand. Courting the sponsorship of the monarchy and other arbiters of fashion, Wedgwood was able to stimulate demand for his most profitable wares and commanded premium prices over comparable tableware and other products 1. But the real development of brands is relatively recent. It coincides with the establishment of mass markets and the development of marketing, first in the United States, then in Europe after the Second World War. The financial sector was the first to realize the value of brands. In the 80’s, with advertisers outbidding each other, the cost of building brand awareness and image rose, and as mergers and acquisitions multiplied, they were able to assess them at their true value… financially. Corporations such as Procter and Gamble, Nestle and L’Oreal established themselves through their strong brands. Identity has since become a key element of company strategy. It helps raise the value of its goods. It attracts customers and creates brand loyalty. It helps a company resist

참고자료

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