Excerpt:
The CD-Manual defines ZEXEL's brand appearance and serves as a foundation for sustainably targeted implementation of communications measures. It contains advice and guidelines on the following subjects: principles of brand management, communications strategy and customer benefits, communication modules and examples of advertising/promotional mediums. The brand steering wheel summarises the principles of brand management and lays down guidelines for all measures of the brand communications policy. Every campaign should support some of the aspects described by it. Strict attention must be paid to ensure that communications measures do not contradict the principles of the brand steering wheel. (…)
Source:
Zexel - Corporate Design Manual [PDF]
