With so many similar or seemingly identical corporations, products and services vying for attention, why is it that some prosper while others fail? This question and many related questions and issues are clearly examined in this book, which shows why a positive, attention-getting corporate image is one of the most important marketing tools for any company. Using several case studies to illustrate key points, it explains what a corporate identity is, why it is important, and how to determine if a company needs a new or revised one. The authors also discuss how to choose a corporate symbol that sends out the right message, with several annotated illustrations of corporate seals and logos, and examine the responsibilities and alternatives in communicating a new corporate image. Other topics cover packaging and creating brand image as a strategic marketing tool; how architectural design can be a powerful statement of company image; using advertising to project a positive corporate image; and issues related to marketing and corporate image-making in the international arena.