ABSTRACT
Product and service brands intersect, with corporate brands taking on the role of standing for a set of principles that underpin a unique experience. An understanding of social and organisational psychology can transform the way marketers and firms understand, manage and measure a corporate brand's influence on its stakeholders. The corporate brand is made up of a number of components, the totality of which are termed "corporate visual identity." Corporate visual identity is the set of components that in totality form the corporate brand. The corporate brand not only develops the organisational associations of members of the firm, but it also carries the intended image of the firm to external stakeholders and is the focal point upon which customers and other external stakeholders interact to form the firm's reputation. Internally the corporate brand reaches members of the firm, its leadership and its management.
