Handbook of Business Communication

Judy Delin

27Corporate language and design

1.Introduction

2.What is a brand?

3.Brand expression

4.Researching corporate communications

5.Conclusion

1Introduction

Cornelissen (2008: 5) defines corporate communication as “a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favourable reputations with stakeholder groups upon which the organization is dependent”. Corporate language and corporate design are central elements of corporate communication. They are also concerned centrally with the value of brands. As Aaker (1991) argues, brand identity is carried by the way the brand expresses itself visually and verbally – and ...