UK: You can get by with five easy pieces of vocabulary.

UK: You can get by with five easy pieces of vocabulary. - Entering the world of corporate identity can be a bit like wandering into a New Guinea hill village where the natives speak a language unrelated to any other. But, like most foreign tongues, once

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Last Updated: 31 Aug 2010

Entering the world of corporate identity can be a bit like wandering into a New Guinea hill village where the natives speak a language unrelated to any other. But, like most foreign tongues, once a few easy-to-learn basics are mastered, everyday situations are relatively easy to deal with.

The five fundamental pieces of vocabulary are: corporate; identity; brand; manage; and strategy. By combining these, many phrases (corporate identity brand management strategy, for example) can be formed. Sentences soon follow. To wit: corporate identity is a visible expression of a company's presence.

Moving on, there is the logo which is the single corporate symbol that serves as the focal point of most corporate identity exercises. Such symbols apply to product brands (such as Wispa) as well as corporate brands (Cadbury Schweppes).

More advanced is the idea of brand extensions, which occur when a well-known existing brand is moved into a new area - Caterpillar's move from earth-moving equipment into stylish, chunky footwear, for example.

Linguistics experts are forever lamenting the disappearance of the world's rarer languages. But it's doubtful that any of them would be too bothered if this particular one died out.

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