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projected through a single brand
sed brand strategy is based not merely on
good communication measures, but must
also facilitate the execution of the business
strategy. The brand could provide guidance
since, by being the visible part of the com-
pany, it provides information on what the
company does and how it does it. It is the
road that the company must take to gene-
rate commitment and cohesion among its
employees and encourage clients’ loyalty
and their appreciation.
The commercial objective is to ensure that
our proposal is perceived by prescribers
and clients as the more attractive alterna-
tive in its category or, going beyond, crea-
te a new category in a constant innovation
process.
The Brand Application Guide, that would
have continuity in the definition of the brand
architecture linked to each business area
and division, sets out the criteria and basic
standards for the correct application of the
FCC brand and its corporate descriptor, Ci-
tizen Services.
We should all make the greatest efforts to
maintain the coherency of the group’s gra-
phic identity. We are a very large group of
people working in the same organization
but an organization with a highly diversified
activity. Together, we must endeavour to
build and fed a unique image of our brand
to make it easier to differentiate FCC and its
clear market positioning. A clear message
in the same visual language can contribute
to making FCC a more solid and competi-
tive brand.
We must all make
the greatest efforts to maintain
the coherence of the Group’s
graphic identity