La Corporate Visual Identity (CVI) permet-elle réellement de se différencier ?

La Corporate Visual Identity (CVI) permet-elle réellement de se différencier ?

This research analyzes how banking firms use their Corporate Visual Identity (CVI) to differentiate themselves from their competitors. After reviewing the literature on the concept of CVI, the author examines the commercial practices of French banks and their positioning. He conducts two qualitative...

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Bibliographic Details
Main Author: Philippe Boistel
Format: Article
Language:fra
Published: Université Laval 2013-09-01
Series:Communication
Subjects:
corporate visual identity
perception
image
banking industry
France
Online Access:http://journals.openedition.org/communication/4486
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spelling doaj-6fe9ba7874844601a51b219bd23b01972021-09-20T06:35:51ZfraUniversité LavalCommunication1189-37881920-73442013-09-0131210.4000/communication.4486La Corporate Visual Identity (CVI) permet-elle réellement de se différencier ?Philippe BoistelThis research analyzes how banking firms use their Corporate Visual Identity (CVI) to differentiate themselves from their competitors. After reviewing the literature on the concept of CVI, the author examines the commercial practices of French banks and their positioning. He conducts two qualitative studies to determine the banks’ public images and how their CVIs are perceived. By comparing the results, he concludes that CVI is not a differentiating factor.http://journals.openedition.org/communication/4486corporate visual identityperceptionimagebanking industryFrance
collection DOAJ
language fra
format Article
sources DOAJ
author Philippe Boistel
spellingShingle Philippe Boistel
La Corporate Visual Identity (CVI) permet-elle réellement de se différencier ?
Communication
corporate visual identity
perception
image
banking industry
France
author_facet Philippe Boistel
author_sort Philippe Boistel
title La Corporate Visual Identity (CVI) permet-elle réellement de se différencier ?
title_short La Corporate Visual Identity (CVI) permet-elle réellement de se différencier ?
title_full La Corporate Visual Identity (CVI) permet-elle réellement de se différencier ?
title_fullStr La Corporate Visual Identity (CVI) permet-elle réellement de se différencier ?
title_full_unstemmed La Corporate Visual Identity (CVI) permet-elle réellement de se différencier ?
title_sort la corporate visual identity (cvi) permet-elle réellement de se différencier ?
publisher Université Laval
series Communication
issn 1189-3788
1920-7344
publishDate 2013-09-01
description This research analyzes how banking firms use their Corporate Visual Identity (CVI) to differentiate themselves from their competitors. After reviewing the literature on the concept of CVI, the author examines the commercial practices of French banks and their positioning. He conducts two qualitative studies to determine the banks’ public images and how their CVIs are perceived. By comparing the results, he concludes that CVI is not a differentiating factor.
topic corporate visual identity
perception
image
banking industry
France
url http://journals.openedition.org/communication/4486
work_keys_str_mv AT philippeboistel lacorporatevisualidentitycvipermetellereellementdesedifferencier
_version_ 1717374786706866176

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