Consonance, in the context of marketing, is a unified message offered to consumers from all fronts of the organisation (Laurie & Mortimer, 2011).
In the context of corporate identity, consonance is the alignment of all touch points (Bailey, 2015).
It should also be noted that it is at this stage of integration that consumers interact with the organisation (Duncan and Moriarty, 1998 as cited in Laurie & Mortimer, 2011).
Moving forward, the last stage Duncan and Moriarty's Communication Based Model (as cited in Laurie and Mortimer, 2011) is stage three where message sources are at the corporate level of the organisation; these message sources include administration, manufacturing operations, marketing, finance, human resources and legal departments.
Every Apple touch point is communicating a unified message: From the advertising of the brand to the product packaging, the message sent to consumers is 'we are simple, sophisticated, fun and user friendly' (Marketing Minds, 2014).
Brand consonance solidifies corporate identity and encourages brand acceptance, on the grounds that when a consumer is exposed to a consistent message multiple times across the entirety of a brand, the message is easier to trust and the existence of the brand is easier to accept (Hoyer, Mac Innis & Pieters, 2012).
These guidelines govern how the identity is applied and usually include approved colour palettes, typefaces, page layouts, fonts, and others.
Corporate identity is the set of multi-sensory elements that marketers employ to communicate a visual statement about the brand to consumers (Businessdictionary.com, n.d.).
The stake holders concerned at this stage are consumers, local communities, media and interest groups (Duncan and Moriarty, 1998 as cited in Laurie & Mortimer, 2011).
The Department of Revenue is responsible for titling and registration of motor vehicles, monitoring ad valorem assessments throughout the state to ensure consistent appraisal and valuation of properties among the municipalities and counties of the state, enforcement of Mississippi's Prohibition and Local Option Law and operating as the wholesale distributor of alcoholic beverages. Mississippi DOR is focused on protecting you and your identity.
Identity theft and refund fraud are two top cybercrimes.
The Department of Revenue is the primary agency for collecting tax revenues that support state and local governments in Mississippi.
This website provides information about the various taxes administered, access to online filing, and forms.
For example, Apple has strong brand consonance because at every point at which the consumer interacts with the brand, a consistent message is conveyed.