“Transforming Customer Relationships Through A New Corporate Identity”
Discuss the challenges of transforming customer relationships through building a new corporate brand in a digital age, for example following the merger of T-Mobile and Orange in the UK mobile market, EE need to change corporate identity to maintain customer relationship. This included the need to transform retail stores, advertising, logos, branding and other aspects of the merged company’s marketing, to appeal to both offline and online customers through the new corporate identity.
-Definition of Corporate Identity
-Purpose and objective of corporate identity
-Compositions of Corporate Identity
-Key benefits of Corporate Identity
-Area of Corporate Identity / Sub topic to be researched business sector
-Linkage between corporate identity and customer relationship (important)
-How to create customer relationship after two companies are merged into new identity (important)
-key success factors for organisations transforming customer relationships through a new corporate identity (important).
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