Assessing Corporate ID Assets
Allen, Dave, Marketing
Corporate ID is poised for a comeback as companies realise the value of their reputational assets, says Dave Allen
The inevitable throwing up of hands in horror that is the press response to announcements of large-scale corporate identity on has fanned the fires of identity scepticism in this country. Doubting Thomases abound, willing to invest only if they are sure that they will see results in increased profits.
Although to the uninitiated, paying to maximise you intangible assets can sound something akin to buying shares in the Eiffel Tower, there are plenty of examples of companies which understand and value their intangible assets highly enough to put them …
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Publication information: Article title: Assessing Corporate ID Assets. Contributors: Allen, Dave - Author. Magazine title: Marketing. Publication date: August 20, 1992. Page number: 13. © 2003 Haymarket Business Publications Ltd. COPYRIGHT 1992 Gale Group.
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