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Brand building glossary

corporate identity (CI)

The recognisable public face of an organisation, which includes visual and other tangible elements that define its brand. The combination of name, logo, typeface, and colour palette, as well as the tone of its marketing materials form a unique corporate identity. A strong corporate identity contributes to a consistent and memorable brand experience for stakeholders.

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corporate social responsibility (CSR)

An evolving approach to self-regulation of a business that aims to develop positive corporate citizenship. Includes internal initiatives that aim to reduce or eliminate practices that have...

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