Managing branding and corporate image for library and information services

Abstract

Suggests that the creation of a brand is an important element of the promotional process, and is central to the use of promotion to convey a consistent message to customers about the nature of the organization and its products. Defines the nature of a brand and of associated concepts, such as corporate identity and corporate image. Identifies the benefits and disadvantages of branding. Explores an approach to the creation of a brand for a library and information service.

Citation

Rowley, J. (1997), "Managing branding and corporate image for library and information services", Library Review, Vol. 46 No. 4, pp. 244-250. https://doi.org/10.1108/00242539710167922