Editorial

摘要

Brands have become an integral part of our lives, be it for products and/or services, as well as for the corporate environment. The attempts to understand the impact that brands have made in the consumer marketplace is driven by the ever-changing attitudes and opinions of the consumer as they are literally bombarded with attempts to affect how they will react to what is being presented to them. What was once a straightforward task is now fraught with complexity and lengthy efforts. Suvatjis, deChernatony and Halikias assess the issue of corporate identity modeling.