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Organizational and Manageial Communication. Corporate Communication and the Corporate Brand Chapter 5. CORPORATE IDENTITY. The way in which an organization presents itself Symbols Communication Behavior Referred to as Corporate Identity (CI) Mix Personality manifested through this mix. - PowerPoint PPT Presentation
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Organizational and Manageial Communication
Corporate Communication and the Corporate Brand
Chapter 5
Peggy Simcic Brønn 2
CORPORATE IDENTITY
The way in which an organization presents itself Symbols Communication Behavior
Referred to as Corporate Identity (CI) Mix
Personality manifested through this mix
Peggy Simcic Brønn 3
Behavior
Symbolism
Comm
unic
atio
nCorporate Identity Corporate
Image
Corporate Identity
van Riel
Corporate Image in Relation to Corporate Identity
Peggy Simcic Brønn 4
Corporate identity Idea of organization and how it is presented
externally Defined by top management and agencies Mass media and impersonal channels
Organizational identity How an organization’s members perceive it
Who we are, what we stand for
Interpersonal channels
Peggy Simcic Brønn 5
CORPORATE IDENTITY MEDIA
StationaryLiteratureTransportationPackingArchitectureSignsMarketing/Sales
Examples: Product Price Name Brochures Visit cards Buildings Uniforms Sponsorship Work environment Figure or “character” Logos
Peggy Simcic Brønn 6
IMPORTANCE OF IDENTITY
Raises motivation among employees – creates a ‘we’ feeling
Increased productivityPremium pricingCost savingsProtection from competitionAbility to cut through information clutterInspire confidence in the organization
Peggy Simcic Brønn 7
TYPES OF CORPORATE IDENTITY
Monolithic -- Shell, Philips, BMW
Endorsed -- GM, L’Oreal
Branded -- Unilever, Orkla, P&G
Peggy Simcic Brønn 8
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
Peggy Simcic Brønn 9
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.
Marken 1994/95
Corporate identity and reputation
CorporateIdentity
Names,Self-Representations
CustomerImage
CommunityImage
InvestorImage
EmployeeImage
Corporate Reputation
Fombrun, C. J., Reputation, Harvard Business School Press
Peggy Simcic Brønn 11
WHY DO WE NEED TO CARE ABOUT IMAGE?
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
Quality and good service taken as given Organizations need new differentiators, new USP’s
(unique selling propositions)
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
Peggy Simcic Brønn 13
REASONS FOR IMAGE ‘MANAGEMENT’
General promotion value
Encourage favorable behavior towards organization
Build sales Attract shareholders Attract and motivate
employees/build morale
Reduce cost of capital
Aid in relations with community/government
Serve corporate objectives
Create familiarity and favorability
Create position in industry
Can demand premium prices
Peggy Simcic Brønn 14
IMAGE LEVELS
Product classBrandCompanySectorShopCountryUser
Peggy Simcic Brønn 15
Some Factors Controlling Company Image
Reality of company
Newsworthiness of company
Communica-tion effort
Time
Memory decay
+
+
x
- = Company Image
Peggy Simcic Brønn 16
Keller’s Corporate Image Dimensions
Common product attributes, benefits, attitudes quality, innovativeness
People and relationships Customer/(stakeholder) orientation
Values and programs Concern with environment, social responsibility
Corporate credibility Expertise, trustworthiness, likability
Peggy Simcic Brønn 17
Dowling’s Description Attributes
Importance and selection of attributes depend on stakeholder group -- their beliefs about what is distinctive, central and enduring in their relationship with the organization
Common image attributes Credible Expert Innovative Environmental concern Successful Well managed Dowling, in Creating Corporate Reputations
Peggy Simcic Brønn 18
KEY ATTRIBUTES OF REPUTATION (Fortune)
Financial soundness
Value as a long-term investment
Use of corporate assets
InnovativenessQuality of
Management
Ability to attract, develop and keep talented people
Quality of products and services
Community and environmental responsibility
Management/Employees
• Quality of Management
•Quality of work conditions (physical and social)
•Quality of strategies
Products/Services
• Quality
• Satisfaction
• Technology
• Value
• Selection
Ethics/Community
• Equal employment
•Socially responsible
•Protect jobs
•Contributes to charity
•Helps the community
•Conserves energy
•Environmentally conscience
•Supports culture
•Responsible citizen
Finances
• Sound investment opportunity
• Pays dividends
• Reporting practices
• Stock price
• Diversified
• Wise use of assets
• Consistent growth
Peggy Simcic Brønn 20
America’s Most Admired Companies, Fortune
Top Ten 1999
1. General Electric2. Microsoft3. Dell Computer4. Cisco Systems5. Wal-Mart Stores6. Southwest Airlines7. Berkshire Hathaway8. Intel9. Home Depot10. Lucent
Technologies
Top Ten 2000
1. General Electric2. Cisco Systems3. Wal-Mart Stores4. Southwest Airlines5. Microsoft6. Home Depot7. Berkshire
Hathaway8. Charles Schwab9. Intel10. Dell
Top Ten 2001
1. General Electric2. Southwest Airlines3. Wal-Mart Stores4. Microsoft5. Berkshire Hathaway6. Home Depot7. Johnson & Johnson8. Fed Ex9. Citigroup10. Intel
Peggy Simcic Brønn 21
America’s Most Admired Companies, Fortune
The Bottom Ten 1999
495. Humana 496. Revlon497. Trans World Airlines498. CKE Restaurants499. CHS Electronics500. Rite Aid501. Trump Resorts502. Fruit of the Loom503. Amerco504. Caremark Rx
The Bottom Ten 2000
526. Trans World Airlines527. Trump Hotels & Casinos528. Kmart529. Bridgestone/Firestone530. America West Holdings531. LTV532. US Airways Group533. Federal-Mogul534. Warnaco Gr535. CKE Restaurants
Peggy Simcic Brønn 22
Problems with Lists Such as Fortune, MMI, Financial Times
Give little diagnostic information -- more a beauty contest
Do not discriminate among images of different stakeholders
Do not distinguish between corporate image and reputation (as defined by Fombrun)
Dowling, in Creating Corporate Reputations
Peggy Simcic Brønn 23
BARRIERS TO ACHIEVING ‘DESIRED’ IMAGE
“CEO disease” (refusal/inability to be
reflective)
Mental models
If it’s not broke don’t fix it
Inability to read environment
Confusion regarding who’s job it is
Peggy Simcic Brønn 24
Goal: Credible Image
Believable messageClearly statedContinually and consistentlyThrough appropriate channelsAt the appropriate level of
understanding
Peggy Simcic Brønn 25
The Three I’s - Mission Oriented
Identity: Who we are
Image: What we are
Ideas: What we stand for and believe
Peggy Simcic Brønn 26
Peggy Simcic Brønn 27
Reputation is the most important commercial mechanism for conveying information to consumers. It is a distinctive capability that accrues competitive advantage to an organization.
John KayFoundations of Corporate Success