Slide 1SUBMITTED BY :
Soumargha – 14
Akshay – 16
Malvika – 24
Viveka – 39
Corporate
Identity
Individual
Interpretation
Corporate
Image
*
- REPUTATION is the opinion that others have of you.; GOOD, BAD,
ETC.. (FAVORABLE, UNFAVORABLE)
- one’s individuality - identified with - - synonymous -
familiarity
- familiarity and favorability
Amity Business School
Amity Business School
Symbols
Communication
Behavior
Personality manifested through this mix
Amity Business School
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.
Amity Business School
IMPORTANCE OF IDENTITY
Acknowledges vital role of financial groups
Amity Business School
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)
Amity Business School
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
Amity Business School
*
EVERYTHING A COMPANY IS, SAYS AND DOES IS A COMPONENT OF ITS
IMAGE.
CAN SELL PRODUCTS BASED ON FIRM’S IMAGE -
Amity Business School
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
Amity Business School
Amity Business School
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
Amity Business School
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
Amity Business School
*
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.
Amity Business School
Goal: Credible Image
Amity Business School
Identity: Who we are
Image: What we are
Amity Business School
Understanding
Openness
Clarity
Strength
Company
Attention
Acceptance
Trust
Internal
Environment
External
Environment
The organization
Amity Business School
What you have
The organization
Corporate
Communications
The organization
Corporate
Communications