Managing branding and corporate image for library and information services

Rowley, Jennifer (1997) Managing branding and corporate image for library and information services. Library Review, 46 (4). pp. 244-250. ISSN 1758-793X

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Abstract

Suggests that the creation of a brand is an important element of the promotional process, and is central to the use of promotion to convey a consistent message to customers about the nature of the organization and its products. Defines the nature of a brand and of associated concepts, such as corporate identity and corporate image. Identifies the benefits and disadvantages of branding. Explores an approach to the creation of a brand for a library and information service.