Corporate identity 2

Creativity meets company persona.

ByIda FaradillaSiti Farhana

Noor AziemaEiap Sue Shin

Tutor : Damansara

IntroductionIDENTITY = PERSONA

logo design, color palettes, , typefaces, page layouts and other such methods of maintaining visual continuity and brand

recognition.

Trademark/general appearance:help shape and reflect the behavior and actions of the organization thus creating

the corporate culture = CORPORATE PERSONALITY.

Fading identity or dull personality perhaps may acclimatize to the surrounding environment and market change to

preserve the identity.

Nowadays, corporate branding is vital and may emerge as corporate

reputation in the future.

Corporate Communication

GOOD

COMMUNICATIO

N

Coca Cola - A separate product brand is linked only to the product. The corporate

brand is the sum total of changing perceptions about all aspects of the

company.

By controlling the communication of messages as a whole, an organization is able to inform and motivate of what it is, what it does and how it does in a credible and consistent way.

Corporate Communication

if a large number of stakeholders perceive a large gap to hold an image, then a correction strategy and information provision is required to communicate the desired position and performance of the focus organization.

if a small number of stakeholders perceive a large gap, then a targeted adjustment strategy is required, aiming at particular stakeholder groups while protecting the correct image detained by the majority stakeholders.

Slide 15.1

Fill: Marketing Communications, 4th edition, © Pearson Education Limited 2006

Figure 15.1 Corporate perception gap

Slide 15.1

Fill: Marketing Communications, 4th edition, © Pearson Education Limited 2006

Figure 15.1 Corporate perception gap

Management of Corporate Identity PURPOSE:

TO MAKE CLEAR THE ORGANIZATION’S VALUES AND BELIEFS TO THE STAKEHOLDERS

TO DISCUSS HOW TO ACHIEVE ITS OBJECTIVES.

Slide 15.2

Fill: Marketing Communications, 4th edition, © Pearson Education Limited 2006

Figure 15.2 Elements of corporate identitySource: From Abratt and Shee (1989); used with kind permission.

Slide 15.2

Fill: Marketing Communications, 4th edition, © Pearson Education Limited 2006

Figure 15.2 Elements of corporate identitySource: From Abratt and Shee (1989); used with kind permission.

Management of Corporate IdentityPERSONALITY Characteristics which identify the organization. i.e: product offering, facilities, values and beliefs, staff,

structure. Encompasses the capacity of a corporation to have its

own name, to have the right to purchase, sell, lease, and mortgage its property in its own name.

Basic understanding: property cannot be taken away from a corporation without the process of LAW.

IDENITITY DIFFERENTIATE itself from other organizations The formation of the cues by which stakeholders can

recognize and identify the organization. Corporate identity is manifested in 4 ways. - the products and services that offers- where the offering is made or distributed- how the organization communicates with the

stakeholders- how the organization behaves.

Corporate Branding Names

HOW TO DEVELOP CORPORATE BRAND? SYMBOLISM BEHAVIOR COMMUNICATION

CORPORATE IMAGE Audiences perception AND interpretation of

an organization. AN organization can influence its OWN

image, by combining different elements, values, beliefs and attitudes that it has focused on.

Corporate images are shaped by the stakeholder.

Basically corporate image is what stakeholders perceive the organization to be.

Corporate Reputation

What is corporate reputation? a deeper set of images constitute what is termed

corporate reputation.  

Why is reputation important? differentiation in product level support facility during times of turbulence measure of a corporate value

How to build a favorable reputation? credibility trustworthiness reliability responsibility

Corporate Reputation Positive or negative REPUTATION ?

Strategy & Corporate Identity/ Image

6 factors on how people articulate their image of

an organization: dynamic   cooperative   business   character   successful   withdrawn

Strategy & Corporate Identity/ Image

Slide 15.3

Fill: Marketing Communications, 4th edition, © Pearson Education Limited 2006

Figure 15.3 Images held by stakeholders of four recruitment companiesSource: Adapted from Barich and Kotler (1991) by permission of the publisher. Copyright 1991 by the Sloan Management Review Association. All rights reserved.

Slide 15.3

Fill: Marketing Communications, 4th edition, © Pearson Education Limited 2006

Figure 15.3 Images held by stakeholders of four recruitment companiesSource: Adapted from Barich and Kotler (1991) by permission of the publisher. Copyright 1991 by the Sloan Management Review Association. All rights reserved.

Network Conflict Eric Berne- Transactional analysis (TA)

provides a convenient easy framework to understand the nature of conflict

indicate how conflict might be avoided or reduced in particular situation

TA classifies behavior into three categories

According to Freudian Theory Ego is a representation of reality and attempt to control

the id and superego Three ego states:

Child (id) Adult (ego) Parent (superego)

Network ConflictTRANSACTION communication takes place and a response is expected complementary or crossed transactions Complementary transactions- is achieved when a message

is sent from one particular ego state where it is reciprocated with a message from the same or expected ego state.

Network ConflictTRANSACTION (cont’d) Crossed transactions, it occurs when the message sent from

a particular ego state is returned by a message from an unexpected ego state.

Special Networks Embracing All Key Stakeholders

Identified five major types of networks based upon the contact of the messages each network carries. authority network information

exchange networks

task-operative network

friendship network status network

Thank You