Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia

T.C. Melewar, John Saunders, John M.T. Balmer

Research output: Contribution to journalArticle

Abstract

Investigates the degree of global standardisation of a corporate visual identity system (CVIS) in multinational operations. A special emphasis of this research is accorded to UK companies operating in Malaysia. In particular, the study seeks to reveal the reasons for developing a standardised CVIS; the behavioural issues associated with CVIS; and the determination in selecting a graphic design agency. The findings of the research revealed that multinational corporations in an increasingly corporate environment adopted a standardised CVIS for several reasons, including, aiding the sale of products and services, creating an attractive environment for hiring employees, and increasing the company’s stature and presence. Further findings show that the interest in global identity was stimulated by global restructuring, merger or acquisition. The above trends help explain why increased focus has been accorded to CVIS over the past five years by many UK companies operating in Malaysia. Additional findings reveal that both the UK design agencies and in-house design department are used in the development of the firms’ CVIS.
Original languageEnglish
Pages (from-to)414-427
Number of pages14
JournalEuropean Journal of Marketing
Volume35
Issue number3/4
DOIs
Publication statusPublished - 2001

Keywords

  • brands
  • corporate identity
  • corporate image
  • international marketing
  • Malaysia

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