Marsden, JL (Cover date: Spring 2019) Visualising corporate brands: Towards a framework of brandmark expression. Journal of Brand Strategy, 7 (4). pp. 377-388. ISSN 2045-855X
Abstract
Despite the increased attention in corporate brand identity, there remains very little conceptual apparatus for understanding the types of expressions that feature in a corporate logo (brandmark). In this paper the author proposes a conceptual framework that outlines the expressive dimensions of corporate brandmarks, and, in doing so, draws upon a thematic analysis of 243 archival documents. The results revealed that the framework had the capacity to accommodate 95 per cent of expressions from an expansive sample cases. The early indications are that brandmarks predominantly convey one or more of four types of organizational expression. Whilst further refinement in the specification and operationalisation of this framework is necessary, this research offers a preliminary step towards the development of a typology of corporate brandmark expressions, and therefore has relevance to scholars and managers.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | This article is protected by copyright. All rights reserved. This is an author produced version of article published in the Journal of Brand Strategy. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Brandmarks, corporate brand identity, visual identity, brand expression |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 04 Jan 2019 11:06 |
Last Modified: | 05 Jan 2021 13:59 |
Published Version: | https://www.ingentaconnect.com/content/hsp/jbs/201... |
Status: | Published |
Publisher: | Henry Stewart Publications |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:121903 |