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Beyond cosmetics ...

How to make corporate identity (brand identity) work

harder for the organization

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What has been missing in making brand identity relevant to the

management process is an understanding of how it relates to the

fundamental workings of the business. Identity is a corporate

resource that is not always fully utilized.

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Business owners who recognize and utilize a brand identity as a

key factor in competitive differentiation – and, thus, in a company's

overall business strategy – stands to gain a decided business advantage.