corporate identity and image corporate id: refers to the combination of ways in which an...
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Corporate Identity and Image Corporate ID: Refers to the combination of ways in which an
organization’s personality is expressed.Tangible elements of ID:
LogosColorsType face & House Style
Less Tangible elements of ID:BehaviorCulture Values, Philosophy, Mission Communication Style
Corporate ID vs Corporate Image ID: is what organization communicates intentionallyImage: Image is how its publics actually view it, An
image is a perception and exists only in the minds of receiver
ID>>>>>>>>Image To formulate an image, publics interpret ID in a wider
context with frames of reference
Benefits Public Profile and RecognitionBetter Customer RelationsBrand SupportBetter Visual RepresentationFinancial AdvantagesExpress Culture and ValuesStaff MotivationSupport for Communication
Constructing Corporate Image Organizations can not construct a corporate image
because they can not control the content in which their communication is received, interpreted and understood.
Well-Managed Corporate Identity can go some way to effecting a strategically important image.
Corporate Identity Mix Symbolism, Communication and Behavior
Key Concepts of Corporate Identity Determining Organization’s actual identity and Desired
IdentityAudit the coherence between ID and ImagePlan to adjust Corporate ID
Corporate StrategyCorporate Identity Mix is a part of achieving overall
organizational strategic objectivesCI should be formulated in response to stakeholder needs
and views should not be pre-determined
Symbolism Using Cultural Codes and Associated MeaningDesigners choose particular colors, shapes, typeface,
graphics to evoke particular emotional response and to infer particular meanings
Red Flag (Soviet Socialism)Red Rose (French Socialism)
Examples
The arrow points from A to Z showing how the company sells
anything you'd ever want ... it also doubles as a smile.
The V and the A in Sony's logo are meant to represent an analog sound
wave, while the I and O stand for binary digits, evoking the digital age.
With a clever use of negative space, the Pittsburgh Zoo pays homage to wide
array of wildlife.
Known for its 31 flavors, the company worked that element into its
B and R logo.
Types of Logos Monolithic: One Name, one Identity through outEndorsed: Parent company has different but prominent
identity and brands have different/ prominent identitiesBranded: Parent company has a less prominent logo,
brands are more prominent
Monolithic: DELL, HP, MICROSOFT, APPLE
Endorsed: Nestle
Branded: P & G (Gillette, Olay, Oral-B, Dura-Cell, Ariel, Head & Shoulders, Pampers, Pentene, Wella, Vicks etc.
P& G
Consistency in Context of Communication and BehaviorPrinciple of Consistency: Establishing consistent and
sustainable internal images among all employees so positive cue can be communicated
Organization should involve range of stakeholders in determining core philosophy and values and clearly communicate agreed goals
How to bring consistency since different stakeholders have different needs and expectations?
CSPs-Common starting points ReliabilityProfit-Making InnovationSynergyQuality
Organic Process of communicating organizational imagesCSPs work function as parameters/ Communication
guidesDon’t limit staff to static agreed perceptions
Sustainable Corporate Story
Organization images should be consistent with CSPsSustainable Corporate Story must have an effective
frameworkMissionVisionOriginsemotionally formulatedcore storiescompetenciesfundamental beliefsvalues
Corporate CultureCorporate Culture-Johnson & Scholes’s Cultural WebUnderstanding Culture as part of Corporate Identity Paradigm in Center
Stories SymbolsPower StructureOrganizational StructuresControl SystemsRituals and Routines
Corporate Personality Corporate personality is made up of organizations:HistoryCultureBeliefValuesRealized through staff, structures, products and services
Example: GEO TV
GEOVision: "live and let live“Human Resource: Diverse cultural backgrounds and
multi-ethnic origins add up to create a strong resource base at GEO.
Researching Corporate ID Identifying Desired Corporate Identity Audit Existing Corporate Identity
Communication and Behavior audit Behavioral Survey Job Satisfaction Measuring effectiveness of internal policies Organization’s impact on stakeholders Communication climate: Communication style and content
Visual ID Audit LogoDesignsDecorsFactoriesShowroomsBrochures Advertising instructional manuals
Van Riel’s Model of CI Management Problem AnalysisCurrent positioningTranslation in to CI MixExternal Image ResearchCompetition Market AnalysisGap analysisMaintaining Current positioningAdjusting current positioning Determination of New Position
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