Home List of Titles Design research: corporate communication strategies: from religious propaganda to strategic brand management
Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/236094
- Design research: corporate communication strategies: from religious propaganda to strategic brand management
- Muratovski, Gjoko
- A brand's identity serves as a foundation on which a 'brand image' is built. A positive or a favourable brand image can be a valuable asset for any organisation (or a person), and as a result, businesses, countries, and individuals alike are concerned with their identities and images and they try to shape them or improve them if a need arises. The manner in which the image is developed and communicated can define the perceptions of that brand in a particular (subjective) way. In return, these perceptions can determine the brand's effectiveness, whether in the form of loyalty, power, influence, profit, exports, or ability to establish a subsidiary. Consequently, the brand's success depends on the appropriate use of propaganda and branding techniques (with the application of design) that directly or indirectly interact with various corporate communication strategies.Irrespective of the position that religious propaganda or strategic brand management may assume, such forms of corporate communication strategies create specific perceptions of a particular identity, and they have the capacity to create a change in society. For this reason, the thesis argues that such strategies can be equally applied to corporate organisations, political movements, small businesses, and individuals, as well as to religious institutions, military formations, nations, regions, and cities.
- Publication type
- Thesis (PhD)
- Publication year
- Branding; Communication in design; Contemporary propaganda; Corporate communication strategies; Corporate identity; Design research; Marketing; Propaganda; Strategic brand management
- Publisher URL
- Copyright © 2010 Gjoko Muratovski.
- Thesis Supervisor
- [Kathleen Conellan; Jackie Cook]
- Thesis Note
- [A thesis submitted in fulfillment of the requirements of the degree of Doctor of Philosophy, University of South Australia, 2010.]