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Corporate Identity — Value and Valuation

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Abstract:

Corporate identity is increasingly a key focus of global companies with aggressive management teams. Too much potential value is locked up in the umbrella brand often referred to as ‘the corporate identity.’ However, the question always remains: Just how much is the corporate identity asset worth?Our first premise is that the corporate brand identity is a key corporate asset. Our second premise is that an identity-based asset is part of the corporate umbrella brand bundle of assets. Until recently, corporate brand value was like the weather — much was said about the subject but little was done about it. In this article, I focus on the overall value of the umbrella corporate brand; on why it is important and why corporations should care. I also identify key elements of brand identity, as well as describe how Consor, the company I direct, measures and values these key assets.Corporate Reputation Review (2000) 3, 164–168; doi:10.1057/palgrave.crr.1540110

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/palgrave.crr.1540110

Publication date: April 1, 2000

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