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Corporate Identity, Image and Reputation

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secret winners

on 23 October 2013

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Transcript of Corporate Identity, Image and Reputation

Corporate Identity, Image and Reputation
CORPORATE IMAGE
CORPORATE REPUTATION
WHY ARE THESE IMPORTANT?
CORPORATE PERSONALITY
CORPORATE IDENTITY
IDENTITY STRUCTURES
MONOLITHIC
STRUCTURE
When an organisation uses one name and visual style throughout
ENDORSED IDENTITY
BRANDED IDENTITY
Where an organisation has a group of activities or companies which it endorses with the group name and identity
COMMUNICATING CORPORATE IDENTITY
symbols
The ways an organization can convey their identity
When the company operates through a series of brands which may be unrelated either to each other or to the comporporation
Names, Logos, colours, icons, flags, brand marks and uniforms
Behaviour
What the business does and how it does it
INNOCENT
Brand based on health, natural ingredients and charity work
This is how the company is perceived
Isn't one entity, but every notion and perception of the organisation
The image of a brand or organisation is dynamic and ever changing
If the image of an organization is the present and the future then the past is mainly the reputation
Reputation is the
business world’s rapport with their audience.
Building a positive
reputation for a company
lays the framework for
growth in the future
How can you know what to buy if you don’t know how the company maintains itself?
Building strong image and
reputation propels
the company into the limelight
With so many outlets today (ie social media, tv, radio, etc…) maintaining a positive image takes work
Communication
Both visual and verbal
If communication
is not consistent
with behaviour then
image and reputation
can suffer
Transparency
What is corporate
personality?
How does it
define the
organisation?
Example:
Revealing Corporate
Identity
Balmers Affinity Audit
Exploring Current
corporate Identity


Why is it important?
Who is it important to?
The importance of auditing
and responding to corporate
identity changes.

Researching Actual
And Desired
Corporate Image
LADDERING
Rotterdam Organizational Identification Test
SPIDERWEB METHOD
Why make
changes?

Current Corporate Identity
Why audit a company's identity?
Is change really
an important factor?
Can a corporation
really remain
relevant constantly?
what is the organization about?!
Difficult to pin down and define
Personality spreads onto organizations cultures
The iceberg Concept
Main element was the logotype
Conveys characteristics
Help public's recognize
THE ICEBERG CONCEPT
Obvious
elements
exposed
More difficult to access are under the surface
ANSWERS
Corporate
identity
planning

Managing corporate
identity for image
development
Achieving Corporate Identity:

· Research

· Audit

· Formulate
Objectives of Corporate Identity Policy Porgramme
Van Riel’s model (1995)
Achieving a successful corporate identity
The personality of the corporation has to be captured completely and authentically
The identity should appear spontaneous
The concept should be unique
Full transcript