Global corporate visual identity systems: Standardization, control and benefits

Abstract

This research study investigates the relationship between the degree of headquarters control and standardization of Corporate Visual Identity System (CVIS) among British companies and their subsidiaries in Malaysia. It examines chief executive involvement in the development of a standardized CVIS. The findings suggest that centralised control of CVIS decisions occurs with standardization of CVIS. Moreover, the findings indicate that the chief executive is the key internal driving force of globally standardized CVIS. Against expectations, locals matched the favourable disposition of headquarters towards global standardization.

Citation

Melewar, T.C. and Saunders, J. (1998), "Global corporate visual identity systems: Standardization, control and benefits", International Marketing Review, Vol. 15 No. 4, pp. 291-308. https://doi.org/10.1108/02651339810227560