Managing corporate image and identity

Abstract

Corporate Aesthetics Management (CAM) is a strategic framework for managing a company's full range of visual (and otherwise aesthetic) output in the form of products, logos, packaging, buildings, showrooms, advertisements, company uniforms, etc. The framework is systematic and comprehensive, so its successful implementation adds value to a firm and provides competitive advantage by reducing communication costs, enhancing the image of a company and its products and increasing sales. The process consists of four distinct stages: Situation Analysis, Designing the Aesthetics-Strategy, Building the Collection of Design Elements, and Aesthetics Quality Control. It can be used to manage a company's overall image and identity as well as for specific application areas such as designing a mission, creating a brand identity, and expressing differing degrees of relatedness in a diversified organization.