Towards advanced research and education in branding and identity management

The concept of strategic branding and identity management for corporations and organisations is said to have begun with the introduction in the 1960s of fully developed corporate identity in the United States.

For instance, Thomas Watson Jr. named his company with the three-lettered brand IBM, built up a corporate philosophy, and embarked on a world strategy. Inspired by the Italian company Olivetti, he introduced the idea of corporate design to IBM. Subsequently, the corporations Coca-Cola, Mobil, and 3M introduced corporate identity programmes. Incidentally, 'corporate identity' is said to be a term invented by Lippincott & Margulies.

This came after the completion of the industrial revolution, which was followed by the advent of the era of mass production and consumption when people began to enjoy a certain level of affluence. Global mega-corporations were formed and the world entered an era of economy and industry.

Since then times have changed tremendously and the world is on the crest of a tidal wave known as the information revolution. The move towards a mass economy is accelerating and competition under the banner of global standards has intensified further.

What progress and growth has there been in the condition of corporations and nation states, and in the position of the people who are at the centre of the management of these organisations?

What are corporations for and who are they for? What form can they take to make people fulfilled and happy?

Now in the 21st century, should we not once again be facing these essential questions head-on?

In answering questions such as these, this book turns the spotlight onto corporations and communities, which are making independent efforts to render their growth sustainable. They are full of ideas which engage people emotionally and make them reflect on the meaning of their lives. We believe that it is in areas such as this that the meaning of branding and identity management lies.

At the World Branding Committee, we have just begun to collect cutting-edge information and trends on areas relating to the strategic branding and identity management of world corporations and organisations, in order to carry out research from a neutral standpoint.

While employing a fusion of various disciplines including cultural anthropology, psychology and philosophy, and transcending the fields of conventional business science, marketing and design, we wish to continue looking into the modalities of corporations and organisations, which can offer people a rich sense of reliance and happiness. It is also our wish to communicate our ideas and methodologies to people of the next generation, and to continue developing education and study programmes in the ideas and methods of strategic branding and identity management. For instance, we believe that business schools should be taught the usefulness of design and communication, psychology and cultural anthropology, while design schools should develop a theory of design more accessible to corporate business managers.

We look forward to welcoming the participation of people dealing with, working in, or exercising leadership roles in worldwide corporations and organisations, and who, interacting with each other in a multidisciplinary manner, will contribute to the new era.

Questions -> info@worldbranding.info