Companies to put emphasis on design use

Market research group Mintel predicts companies will pay more attention to their corporate identity and communications in the future. Mintel this week unveiled research putting Boots top of the corporate pile in consumers’ eyes.

CPB and Mintel co-organised a conference this week on corporate identity and branding. Mintel consumer research manager Angela Hughes predicts: “Companies will place more emphasis on their corporate identity and monitor their public images more closely in the future.

“Even the minutae of communications, such as one-off sales promotions, will be monitored as part of a broad communications strategy,” she adds.

Boots, Tesco, Sainsbury, BBC and The Body Shop dominated the top ratings in the Mintel survey of more than 1000 adults.

CPB chairman Colin Porter was expected to announce preliminary findings from CPB research into the role of packaging design in purchasing decisions by consumers.

See News Analysis, page 8.