Lecture 4 – Commercial Branding
The cues offered by an organization both internally and externally (Through symbols, communication
The idea or persona of the organization and how it’s represented to different audiences
Meant to display the organization’s personality
Why is Identity Important
Activates already stored images
Allows people to identify with an organization
Impacts consumer loyalty
Three Kinds of Corporate Identity
Associated with organizations where the entire company uses the same visual style, logo, etc.
Everything in the identity mix is the same for all products and divisions.
Ex. Great Wolf Lodge
Associated with organizations whose subsidiaries have their own style and distinction, but the
parent company is still visible in the background
Ex. Westin Hotels and Resorts
The organization has a number of brands, or products and it is nearly impossible to know who
the parent company is.
Ex. Cedar Fair
Image Composite psychological impression that can change based on the organization’s situation or media
Perception in the mind of a consumer/client rather than reflection of actual or desired state of the
Image is fluid and can change easily
Corporate Image/Brand A