Corporate Identity

Paper Summary:

This paper offers two articles on the way companies create a corporate identity strategically. Firstly, it discusses the purchase of the Fido network by Rogers Wireless, then faced with the need to decide how to handle the new entity and secondly, it discusses the need for a new company to create a corporate identity so as to reach the consumer and make the consumer see the product or service as satisfying some need.

From the Paper:

"Rogers Wireless has purchased Microcell Telecommunications, operator of the Fido network, and is prepared to offer lower prices for cellphone service. Fido is a company with a reputation for lower prices, and so there is a need to protect this brand name and to make use of its image in the marketplace to sell the service at lower cost as Rogers wants. Changing the name to Rogers would not make good use of the existing customer image of the company. From a financial standpoint, cellular technology has become more affordable to a wider range of people. "

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• Essay # 16368 : "A Struggle for Identity: CBC and Hockey Night in Canada"

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