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Corporate image and identity

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Corporate image and identity

  1. 1. CORPORATE IMAGE AND IDENTITY SUBMITTED BY: FRENY CHERRY FRANCIS 02 URVASHI 07 POOJA PRAVEEN JAIN 15 BORNA ROY 17
  2. 2. INTRODUCTION IN BUSINESS STUDIES CORPORATE IMAGE HAS BEEN THE DOMINANT FOCUS UNTIL (IN THE MID 1990S) GREATER ATTENTION WAS ACCORDED TO THE CORPORATE REPUTATION CONCEPT. THE EMINENT ENGLISH ECONOMIST BOULDING IS CREDITED WITH BEING THE FOUNDER OF A DISTINCT LINE OF INQUIRY RELATING TO BUSINESS IMAGES.
  3. 3. PROCESS Corporate Individual Corporate Identity Interpretation Image = $
  4. 4. Corporate Image in Relation to Corporate Identity Behavior Corporate Identity Corporate Image Corporate Identity
  5. 5. CORPORATE IDENTITY • The way in which an organization presents itself – Symbols – Communication – Behavior • Referred to as Corporate Identity (CI) Mix • Personality manifested through this mix Peggy Simcic Brønn 5
  6. 6. CORPORATE IDENTITY MEDIA • Product • Visit cards • Price • Buildings • Logos • Uniforms • Name • Sponsorship • Stationery • Packaging • Brochures • Work environment • Signs • Figure or “character” Peggy Simcic Brønn 6
  7. 7. IMPORTANCE OF IDENTITY • Raises motivation among employees • Inspires confidence in stakeholder groups • Acknowledges important role of customers • Acknowledges vital role of financial groups Peggy Simcic Brønn 7
  8. 8. TYPES OF CORPORATE IDENTITY • Monolithic -- Shell, Philips, BMW • Endorsed -- GM, L’Oreal • Branded -- Unilever, Orkla Peggy Simcic Brønn 8
  9. 9. Corporate Image An image is the set of meanings by which an object is known and through which people describe, remember and relate to it. That is the result of the interaction of a person’s beliefs, ideas, feelings and impressions about an object. (Dowling, 1986) Peggy Simcic Brønn 9
  10. 10. CORPORATE IMAGE IS THE PERCEIVED SUM OF THE ENTIRE ORGANIZATION - ITS OBJECTIVES AND PLANS. IT ENCOMPASSES PRODUCTS, SERVICES, MANAGEMENT STYLE, COMMUNICATIONS ACTIVITIES AND ACTIONS AROUND THE WORLD. G.A. Marken Peggy Simcic Brønn 10
  11. 11. WHY DO WE NEED TO CARE ABOUT IMAGE? Consumers are more sophisticated than ever before There is more distrust than ever regarding motives of big business There has been more changes in the last ten years than in the last 80 There is a clear relationship between a positive image and profitability Peggy Simcic Brønn 11
  12. 12. Image is no longer solely the realm of marketing, but rather a strategic instrument of top management. De Soet (CEO Dutch KLM) When having to choose similar products, 9 out of 10 consumers base their decisions on the reputation of the company. Mackiewicz
  13. 13. TODAY’S SITUATION • PEOPLE BUY THINGS TODAY, NOT JUST BASED ON QUALITY AND PRICE. • Programs such as TQM and ISO9000 have worked • Organizations need new differentiators, new USP’s (unique selling propositions) – Advocacy advertising – Green advertising Peggy Simcic Brønn 13
  14. 14. REASONS FOR IMAGE ‘MANAGEMENT’ • General promotion value • Aid in relations with community/ • Encourage favorable government behavior towards • Serve corporate objectives organization • Create familiarity and • Build sales favorability • Attract shareholders • Create position in industry • Attract and motivate • Can demand premium employees/build morale prices • Reduce cost of capital Peggy Simcic Brønn 14
  15. 15. IMAGE LEVELS • Product class • Brand • Company • Sector • Shop • Country • User 15
  16. 16. Some Factors Controlling Company Image Reality of Newsworthiness Communica- Memory company* + + tions effort x Time - = of company decay Company Image * Including Diversity of Company 16
  17. 17. SOME CORPORATE IDENTITY LOGOS

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