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 |
| Subjects: | |
| Online Access: | http://journals.openedition.org/communication/4486 |
| _version_ | 1818664350819287040 |
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| author | Philippe Boistel |
| author_facet | Philippe Boistel |
| author_sort | Philippe Boistel |
| collection | DOAJ |
| 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. |
| first_indexed | 2024-12-17T05:31:21Z |
| format | Article |
| id | doaj.art-6fe9ba7874844601a51b219bd23b0197 |
| institution | Directory Open Access Journal |
| issn | 1189-3788 1920-7344 |
| language | fra |
| last_indexed | 2024-12-17T05:31:21Z |
| publishDate | 2013-09-01 |
| publisher | Université Laval |
| record_format | Article |
| series | Communication |
| spelling | doaj.art-6fe9ba7874844601a51b219bd23b01972022-12-21T22:01:43ZfraUniversité 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 |
| spellingShingle | Philippe Boistel La Corporate Visual Identity (CVI) permet-elle réellement de se différencier ? Communication corporate visual identity perception image banking industry France |
| title | 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_short | La Corporate Visual Identity (CVI) permet-elle réellement de se différencier ? |
| title_sort | la corporate visual identity cvi permet elle reellement de se differencier |
| topic | corporate visual identity perception image banking industry France |
| url | http://journals.openedition.org/communication/4486 |
| work_keys_str_mv | AT philippeboistel lacorporatevisualidentitycvipermetellereellementdesedifferencier |