On structure of corporate and brand identity

This article discusses the inherent relation between image plans and business management from the point that the structure of corporate and brand identity is an important step to establish the whole image . The aim is to expound and prove that the factor of image construction derives from the composition of corporate organization and product exploitation strategy through analyzing the peculiarities and functions of several kinds of image structures. A reasonable image structure should not only indicate how the corporate is organized but also aim at how to bring about communicational advantage.