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Changing Brand Identity | Part One

Routinely, the creative director, or a director of marketing will over see the change. In larger organizations, an individual may be retained to focus exclusively on implementation. The skills required are knowledge of branding, public relations, communications, identity design, production, and organizational management.

Managing brand identity change has the potential to enhance brand perception—by increasing awareness among constituencies, increasing preference for an institution, and building loyalty.

New brand identity affects: stationery, business cards, forms, faxes, e-mail signatures, website, signage, advertising, marketing materials, uniforms and name tags, customers, vendors, contractors, directory listings, voice mail, and phone answering