Slide 1SUBMITTED BY :
Soumargha – 14
Akshay – 16
Malvika – 24
Viveka – 39
Corporate
Identity
Individual
Interpretation
Corporate
Image
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- REPUTATION is the opinion that others have of you.; GOOD, BAD, ETC.. (FAVORABLE, UNFAVORABLE)
- one’s individuality - identified with - - synonymous - familiarity
- familiarity and favorability
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Symbols
Communication
Behavior
Personality manifested through this mix
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CORPORATE IDENTITY MEDIA
FAMILIARITY. NOTE INTERNATIONAL ISSUES.
WALLY OLINS - A VETERAN IN CORPORATE IDENTITY - SAYS THAT IDENTITY HELPS PEOPLE FEEL THEY BELONG
INTERNALLY - TO MAKE PEOPLE FEEL THEY SERVE A COMMON PURPOSE - COCA COLA
EXTERNALLY - ‘LIKE ME BETTER’ . MARKETING.
AN IMPROPER IDENTITY CAN CAUSE A BAD IMAGE. CAN’T BE PHYSICALLY FIT WITHOUT EXERCISING.
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IMPORTANCE OF IDENTITY
Acknowledges vital role of financial groups
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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)
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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
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EVERYTHING A COMPANY IS, SAYS AND DOES IS A COMPONENT OF ITS IMAGE.
CAN SELL PRODUCTS BASED ON FIRM’S IMAGE -
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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
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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
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Build sales
Attract shareholders
Reduce cost of capital
government
“CEO disease” (refusal/inability to be reflective)
Mental models
Inability to read environment
Peggy Simcic Brønn
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IMAGE THE JOB OF THE WHOLE ORGANIZATION - THEREFORE THE WHOLE ORGANIZATION NEEDS TO BE INVOLVED.
MARKETING AND PR ARE SEPARATE FUNCTIONS, BUT THEY MUST WORK CLOSER TOGETHER - THEY ARE COMPLEMENTARY.
MARKETERS TYPICALLY DO MORE PR TASKS THAN THE OTHER WAY AROUND, BUT AT ITS MOST EXCELLENT, PR PRACTITIONERS ARE THE STRATEGIC COMMUNICATORS.
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Goal: Credible Image
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Identity: Who we are
Image: What we are
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Understanding
Openness
Clarity
Strength
Company
Attention
Acceptance
Trust
Internal
Environment
External
Environment
The organization
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What you have
The organization
Corporate
Communications
The organization
Corporate
Communications