Page 12 - Visual Corporate Identity Manual

1 ı Introduction

The brand and its relational framework

MEDIA

Managing the Aqualia brand is one of the company’s
most important objectives. Its function is to secure the
INTERNATIONAL ORGANISATIONS
company’s identity on the market and with its different
GOVERNMENT EMPLOYEES POLITICAL PARTIES evaluating and crafting implementation techniques
stakeholders by performing intensive analysis work and

and tools that continually nurture the life cycle of the
corporate brand.
THIRD SECTOR SUPPLIERS SHAREHOLDERS PARTNERS UNIONS Brand architecture is one of these techniques. As an
integral part of a company’s strategy, it is embodied
in the forms of the business model itself. It normalises
and defines the organisational structure that specifies
EX E C UTIV ES
COMPETITORS OPINION LEADERS the type, number, relationship and purpose of the
brands within the business structure. It must therefore
REGULATORS
be consistent to strengthen the strategic impact, clarify
CUSTOMERS
and create value and synergies.
OFFICIAL INSTITUTIONS
company’s internal and external evolution. It generates
ANALYSTS
value for stakeholders and the market and positions it
ASSOCIATIONS For Aqualia, the brand is a tier-one asset for the
with regards competitors. It also contributes to internal
cohesion and increases pride in belonging.

12 VCIM2023