Corporate Identity, Corporate Branding and Corporate Reputation - Corporate Identity, Image and Reputation

Question

What is corporate image?

Answer 1

The way a company is perceived (by individuals) based on a certain message at a certain point of time.

Answer 2

Distinctiveness (image may help stakeholder recognize the company)
Impact (image may help being favoured by stakeholders, they buy their products)
Stakeholders (image avoids conflicting messages are send out)

Answer 3

Corporate identity involves the construction of an image of the organization to differentiate a company's position in the eyes of imporatant stakeholder groups.

Answer 4

Symbolism (logo's, house style etc.)
Communication (advertising, events, sponsorship, promotion etc.)
Behaviour (behaviour of employees)

Answer 5

Deeper patterns of meaning and sense making people within that organization, including the core values of that organization.

Answer 6

Corporate communication practitioners need to link corporate identity to the core values of the members of the organization (culture) and define that organizations mission and vision (organizational identity)
This creates an authentic image
People don't ''buy'' an authentic message
A visionary company preserves its core values! (apple)