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It is important to distinguish between corporate identity, brand identity, and brand image. Corporate identity is concerned with the visual aspects of a company's presence. When companies undertake corporate identity exercises, they are usually modernizing their visual image in terms of logo, design, and collaterals. Such efforts do not normally entail a change in brand values so that the heart of the brand remains the same - what it stands for, or its personality. But changes to logos, signage, and even outlet design do not always change consumer perceptions of quality, service, and the intangible associations that come to the fore when the brand name is seen or heard.

In today's selling environment, there's no movement stronger than Internet Marketing. And as catalogers and retailers move to the Web, and Internet companies start using direct mail techniques, branding is more important than ever. According to a recent survey by Pricewaterhouse-Coopers, for example, 80% of online shoppers say their purchasing decisions are strongly influenced by their ability to buy from trusted retail brands and their need to purchase brand-name products.

Regardless of whether you are communicating in print, in a store, or in a digital format, your customers expect to receive the same brand message. So if your catalog image is warm and fuzzy, it better be that way on the Web. If you're all about lifestyle, you'd better figure out a way to translate that image into a retail or electronic environment. Your clear understanding of your unique positioning is the link between all your selling channels and your customers.

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