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Global corporate visual identity systems: using an extended marketing mix

T.C. Melewar (Warwick Business School, University of Warwick, Warwick, UK and)
John Saunders (Aston Business School, Aston University, Birmingham, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 June 2000



Designers have used Corporate Visual Identity Systems (CVIS) to widen the communications mix. Using name, symbol and/or logo, typography, colour and slogan, a CVIS helps transmit a company’s visual identity through fixed assets, such as buildings, vehicles and other business collateral. This wider view of business communications adds an eighth P, publications, to the seven Ps of service marketing: product, price, place, promotion, participants, physical evidence and process. Managerial literature suggests that firms who standardise their CVIS anticipate communications benefits beyond the usual marketing mix. A comparison of multinational companies with and without standardised CVIS supports this view.



Melewar, T.C. and Saunders, J. (2000), "Global corporate visual identity systems: using an extended marketing mix", European Journal of Marketing, Vol. 34 No. 5/6, pp. 538-550.




Copyright © 2000, MCB UP Limited

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