Nortel - Global Branding
Excerpt:
Overview - Purpose of Our Brand
Our brand gives Nortel an inherent value in the minds of our customers, no matter what the context. It expresses who we are and what we stand for.
A brand reflects the relationship between a company and its customers. There is a direct connection between the perception of a brand and the perceived value of a company's products and services.
Therefore, a strong, quality brand can significantly contribute to higher margins.
Our brand reflects our values, our products, our thinking and our work ethic. It encompasses all the intangible qualities that customers associate with Nortel.
Since every person can have his or her own individual interpretation of a brand, it is critical that we are consistent in how we present the Nortel brand in the words and images we use, in the way we design our communications materials and in the professional application of our graphic standards.
Brand Elements - Overview
The strength of the Nortel brand as a whole depends upon the strength of its parts. These include the logo, typography, themeline, colors, images and messages.
All of these elements must work together to drive home our brand wherever Nortel appears. In order to do that, they must maintain consistency and integrity no matter where they are applied.
This guide will give you specific instructions in how to apply all the elements to maintain brand consistency. Adhere to these standards without compromise and you will help ensure that the Nortel brand continues to build equity, empowering all those associated with it. The stronger our brand, the stronger our name.
Source:
Nortel - Global Branding
