Given the resources being spent on corporate identity development, it is disappointing that the mainstream marketing texts and journals afford it little space. Development of an understanding of corporate identity and image is sought. Corporate identity is projected by organisations and services to shape the image held of the organisation by its publics. In the absence of tangibility, as is the case in service marketing, corporate image has a powerful role. For these reasons, financial services marketers need to treat corporate identity as a strategic marketing issue. How this may be done is theorised and a case study of Allied Irish Bank plc is used as an illustration of corporate identity development in practice. Given the company‐specific and industrywide changes that have occurred in financial services, the corporate identity issues raised will apply to many businesses within that industry.
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