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#2 Corporate Identity Dimensions and Framework

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Sandra Martin

on 20 August 2014

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Transcript of #2 Corporate Identity Dimensions and Framework

The AC4ID Test
Corporate Identity Dimensions and Framework
Whats is Corporate Identity?
To identify the common element should the company in the group posses to find its own personality and identity.


When an organisation has clear idea about itself, its core business, how it want to conduct itself, its priorities, how do they want to position and perceive as in the market, its identity falls easily into place.

What is the relationship of the Seven
Dimensions of Corporate Identity with the
actual formation of corporate identity?
An impression that differs from others.
All the ways company chooses to
identify itself
to all stakeholders; customers, employees, stockholders, community, press and investment bankers.
A firm’s
unique capability
All the
distinctive manifestation
of the firm A set of visual cues; physical and behavioral that make the firm
different and distinguish
from other and this cues are use to
symbolize and represent
the firm.
How the corporation is
perceived by
internal and external
audiences
.
Key ideas to the audience
WHO
WHAT
HOW
Corporate Identity
+
7 Dimensions of Corporate Identity
+
AC4ID Framework


HOW?
Corporate Identity could be interpreted as a strategic manifestation of corporate level vision & mission, strengthen by strategies which a corporation employs in its operation/ production
Corporate Communication
Controlled
Corporate Communication
Uncontrolled
Communication
Indirect
Communication
Corporate Design
Visual Identity
Corporate Culture
Behavior
Corporate Structure
Organizational structure & branding structure (fundamental component of corporate identity)

Industry Identity
Corporate Strategy
blueprint of firm’s fundamental objectives and strategies for competing in their given market
Values and beliefs that ought to be reflected in an organization
Perspective
Cognition
Attitude
Schema
Grunig. J. E. 1984
- Corporate publications,
website, newsletter,
brochure
- Feature article, press report
television programme
Community & employees
development programmes
Value education, human
capability development &
continuous improvement
characteristics such as competitiveness, size and rates of change, which influence the corporate identity of a company
Corporate behavior
Employee behavior
Management behavior
- Corporate sustainability framework
- Safety & health, climate change & enviroment
- Employee & community voluntary programmes
Intangible aspect of corporate identity
Country of origin, subculture, founder, corporate history, corporate guidelines, principles, mission, value, philosophy
Petronas, 2012
Petronas, 2012
How are these 3 elements related to carry out an effective brand identity?
Actual
Cultural
Communicated
Covenated
Conceived
Ideal
Desired
Combines several identity types which need to be scrutinized as part of the strategic plan process.
Identity-
E
ffective strategic instrument managers and practitioners to take into account to achieve competitive advantage
What the company promises to be.

Petronas' slogan: "reimagining energy"
What the current identity is.

Petronas is known to be the national oil company of Malaysia
What the company claims to be.
What the company is seen to be
What the corporate culture is found to be.
What the CEO thinks of the company needs to be
What the CEO wants the company to be
The top 10 most profitable companies are dominated by oil operators lead by Exxon Mobil in first, followed by 5 others – Royal Dutch Shell, BP, Chevron, Total and Petronas.
The Corporate Personas::

Emperor
At the top of the game. Respected. Leader in the industry. High Status. Secure and stable.
Hero
Inspirational, motivational. Power, success,victory; pursues
innovation. Problem solvers.
Buddy
Here to make your life easier and/or better. Your friend. working for your interests.Caring.
Magician
Tries to accomplish the impossible. Never daunted. Pursuit of the best in all things.
Works to make the world a better place.
Explorer
Trying to find new ways of doing things. Research and invention focused.
Sage
The expert. The best at what they do. The role-model, the one everyone turns to for the answers...for the best.
Market Segmentation
What is a Market?
A group of people who:
Can be identified by a common characteristic, interest or problem
Who could use what we sell to their advantage
Who could afford to buy our product or merchandise
And…who can be reached through some medium



What is a Market?
A group of people who:
Can be identified by a common characteristic, interest or problem
Who could use what we sell to their advantage
Who could afford to buy our product or merchandise
And…who can be reached through some medium


Target Marketing

To identify the target market for your product(s) or service(s), you need to answer the following:
Who are my customers, individuals or companies?
Chances are they are individuals, so you need to answer the following questions:

How old are they?
How much money do they earn?
Where do they live?
How do they spend their time and money?
What needs or wants will my product(s) or service(s) satisfy?
How many potential customers live in the area in which I want to operate?

Where do these potential customers currently buy the products or services I want to sell them?
If they buy from me, how can I get them to buy more or more often?
If they buy from my competition, how can I get them to change and do business with me?
What price are they willing to pay for my products or services?

What can I do for my customers that other companies are not already doing for them?

Market segmentation is the process of dividing a market into distinct groups that :
Have common needs
Will respond similarly to a marketing action

Market segmentation helps identify your best prospects and therefore target your message delivery more specifically to them

MARKET SEGMENTATION
Five methods for segmenting prospective customers
Which you use will depend on :
Available Information
Nature of business/products
Message delivery options
Competitive activities
Financial Resources
Market Conditions

MARKET SEGMENTATION METHODS
Demographics
Psychological Characteristics
Geographic
Buyer Behavior
Benefit Segmentation

VIABLE SEGMENT MUST HAVE ENOUGH EOPLE TO PAY FOR COST OF COMMUICATIONS
NEXT - ARCHETYPES
CORPORATE OBJECTIVE:

TO BE THE WORLD'S FINEST CENTER FOR THE ARTS OFFERING A DIVERSITY OF PROGRAMMING THAT BOTH APPEALS TO THE DISCERNING AND APPEALS TO THE MASSES IN ORDER TO SUSTAIN THE FINANCIAL STRENGTH AND STABILITY TO ACHIEVE ITS GOALS.
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