Corporate Visual Identity Implementation and Management in SMEs : Case study: NDTC Group, Happy Foreigner World
Tran, Nhat Minh (2018)
Tran, Nhat Minh
Vaasan ammattikorkeakoulu
2018
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018112117727
https://urn.fi/URN:NBN:fi:amk-2018112117727
Tiivistelmä
Today, the competition between businesses is on the rise. The digital era has taken over and revolutionized the way people communicate and the way they do business. This trend has enabled new SMEs to obtain market from experienced companies and grow significantly faster than before. For these reasons, maintaining a solid and non-interchangeable company visual profile is more crucial now than ever.
Each organization has its own unique identity. It is incorporated in every company action, in both external and internal communication. From the subtlest activities like exchanging emails, business cards, to the most fundamental such as an annual report, a company of any size should communicate a consistent visual message. All of these reflect the company’s professionalism and confidence in its way of doing business. Therefore, the application of CVI, which is normally used for big corporations as the term suggests to SMEs in order to facilitate their maintenance of visual profile was studied.
This thesis defines CVI and all its inclusive elements, and the methodology to manage it in SMEs. The thesis could be utilized as a supportive guideline for SMEs in setting up their visual profile or improving the current system in order to gain a competitive edge in the market. The research investigated the implementation of CVI and how it is currently managed in two random case companies, one in Hanoi, Vietnam and the other in Valencia Spain. A qualitative method was utilized to obtain insights from personnel, to discover the best practices and the current situation inside the two particular SMEs.
Each organization has its own unique identity. It is incorporated in every company action, in both external and internal communication. From the subtlest activities like exchanging emails, business cards, to the most fundamental such as an annual report, a company of any size should communicate a consistent visual message. All of these reflect the company’s professionalism and confidence in its way of doing business. Therefore, the application of CVI, which is normally used for big corporations as the term suggests to SMEs in order to facilitate their maintenance of visual profile was studied.
This thesis defines CVI and all its inclusive elements, and the methodology to manage it in SMEs. The thesis could be utilized as a supportive guideline for SMEs in setting up their visual profile or improving the current system in order to gain a competitive edge in the market. The research investigated the implementation of CVI and how it is currently managed in two random case companies, one in Hanoi, Vietnam and the other in Valencia Spain. A qualitative method was utilized to obtain insights from personnel, to discover the best practices and the current situation inside the two particular SMEs.