Page 1: Introduction
In the modern business world an organisation’s brand image can be as important as the goods or services it produces. A strong brand image is a powerful asset. A recognised and trusted brand identity makes people confident that the organisation is dependable. This is why successful businesses work hard at building their brands and present them in a clear and consistent way.
Corus is the leading international metals producer. Corus is a relatively new company. It was created through a merger in October 1999 between the UK’s British Steel and Dutch company Hoogovens. This merger created an innovative metals company that combines international expertise with local service. The Corus headquarters are in London. Twenty-one businesses are located worldwide.
This case study shows how Corus has set about building a consistent, respected brand identity that can be quickly recognised, with a view to giving the company a worldwide competitive advantage.