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A Comparison Of The Perceptions Of Clients And Design Consultants Toward Corporate Identity Programs, Dae Ryun Chang, Don Ryun Chang, Kwon Soo Lee

Research Collection Lee Kong Chian School Of Business

Although much attention has been given to the importance of developing and using corporate and brand identity programs (from hereon essentially combined and referred to as CI), in the business literature in contrast academic treatment is less abundant and in particular there is little research on their actual implementation. While the motivation for the emergence of CI is easily understood, what is not clear is how effective these programs are after implementation. In this paper we focus on two communities responsible for the creation and implementation of identity programs, the clients and the designers. Even within client corporations of CI …