ABSTRACT
Recent years have seen an increasing role for corporate advertising, and a recognition of the importance of developing a corporate identity.
When this area is carried out effectively and efficiently, it is the epitome of good integrated marketing communications. The process is an important one, and has significant strategic implications. Above all, it is the means by which an organization communicates the very nature of itself to its various publics. Importantly, it is more than just a change of logo, the typeface used on the company letterheads, or the external colour of the corporate headquarters. The task is, primarily, to ensure the consistency of communication across all media of a common message to a variety of audiences. There are sound commercial and communications reasons for this increased level of interest.
