... constituencies and covenant) are put together. This strategy works potentially across the products and services both short and long term. The principle of branding is complex and versatile and possibly adapted to many different areas of the business. Corporate identity, one of core brand elements, is essential for a business to create a good relationship with their customers. This identity initiates a relationship that connect the business and customer by trust, understanding, caring and dependability. Therefore, the relationship between a brand and a customer is deeply influenced by not only who/what your brand is but also what your customers think of you (Aaker, 2002). In the earlier works on corporate identity, many writers and practitioners ambiguously referred to image, or personality, rather than identity. For example, Martineau (1958) referred to the identity as the elements of layout and physical arrangements inside the retail store, which create an image in customers' minds. ...

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