Corporate Identity: Making Business Strategy Visible Through Design

by Harvard Business Publishing, Olins

Now available in paperback,Corporate Identity is a fascinating account of the role image has played in organizations ranging from Napoleon's empire to the Confederate States of America to modern corporations such as Coca-Cola,BMW,Apple,and Sony. Olins demonstrates how identity is crucial to market share,how it plays a central role in expansion and diversification,how it is vital to both effective recruitment and the way people work together inside a company,and how it is directly related to profitability. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. Identity must have a secure place in the hearts and minds of managers,along with finance,research and development,product quality,personnel management,and other corporate assets. As Olins observes,"In the end,it is economic power that wins the day. But economic power derives increasingly from moral,aesthetic,and cultural power. The organizations that can marshall these strengths will lead the world in the twenty-first century. "

Genres: Leadership, Design, Business

224 pages, Hardcover

First published January 1, 1990

About the author

Harvard Business Publishing (HBP) is a publisher founded in 1994 as a not-for-profit, independent corporation and an affiliate of Harvard Business School (distinct from Harvard University Press), with a focus on improving business management practices. The company offers articles, books, case studies, simulations, videos, learning programs, and digital tools to organizations and subscribers.
HBP consists of three market units: Education, Corporate Learning, and Harvard Business Review Group. Their offering consists of print and digital media (Harvard Business Review, Harvard Business Review Press books, Harvard Business School cases), events, digital learning (Harvard ManageMentor, HMM Spark), blended learning, and campus experiences.