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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| Format: | Article |
| Language: | fra |
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Université Laval
2013-09-01
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| Series: | Communication |
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| Online Access: | http://journals.openedition.org/communication/4486 |