favorable view of the company. It provides competitive advantage because it is rare, valuable, inimitable and nonsubstitutable (VRIN) (Eisenhardt and Martin 2000). Corporate identity is a type of goal that is achieved through practices such as corporate culture, marketing efforts, design and customer experience.The following are key types of corporate identity. We often see cases where upper management has a notion of what they would like the organization to be, the desired identity. Suddenly every aspect of the company that had been admired and lauded—its audacity, energy, profitability, innovativeness, entrepreneurial spirit, and so on—took on opposite and negative connotations. This same employee has a different impression of the organization in each of these roles.Figure 1: Corporate reputation as the sum of various stakeholders' images of the organization. Some No amount of corporate image polishing could have saved Enron's reputation after that.Corporations evaluate their image, much as politicians do, by survey. Dowling (2001) defines corporate identity as the symbols and names used by an organization to identify itself to people. ThisAccording to Fombrun and Van Riel (2004) there is a correlation between a high reputation ranking and how well organizations express themselves through targeted communication. brand to its various audiences. develop a negative perception of a company or its products, its sales and Happy and organized corporate people everywhere. costs of product development, sales support, employee wages, and Social responsibility is another area under values and programs. When a business fails in its core function, its reputation heads straight south. This article is based on material from the book Corporate Communication, A strategic approach to building reputation, Brønn, P. S. and R. Wiig Berg (eds. Develop an effective strategy by getting This section represents all the Corporate design is very important in terms of company recognition. The organization is seen as expert when it is skilled in making or selling its products or carrying out its services. The product may develop a negative image, but the parent company might not. However, with highly branded companies like P&G, Unilever and Norway's Orkla, product quality associations are not easily transferable to the parent company.A second image associated with the organization is that of people and relationships. These are shown in exhibit 1 and discussed below.Exhibit 1: corporate image associations (Keller 1998)The first image association has to do with product attributes, benefits and attitudes that people associate with the organization.
Surveys of the corporate image are sometimes motivated by sagging sales and a miserable press.The theory of the corporate image holds that, all things equal, a well-informed public will help a company achieve higher sales and profits, whereas a forgetful or poorly informed public may come to hold negative impressions about the company and may ultimately shift more of its patronage toward competitors.A recent campaign launched by Toyota Motor North America Inc. illustrates measurement and a response to it. Which organization is consistently ranking best in a particular industry sector and why? Corporate image is in the eye of the Kay (1993) believes that there are four distinctive capabilities that give organizations competitive advantages. As the business begins to operate, it will build its visibility in its market by outward symbols; the quality of its products or services; the knowledge, skill, and friendliness of its employees; its promptness in paying bills; its effectiveness in mounting promotions; and the list goes on.By their very nature, small businesses tend to be closer to all of their constituencies.
variety of ways. Such companies include BMW and Shell.An endorsed identity is associated with organizations whose subsidiaries have their own style and distinction but the parent company is still visible in the background. Several factors have contributed to the increasing importance of corporate In contrast, the "ideal" identity can be found through benchmarking, i.e. prestige of the firm and the reputation of its products. van Riel (1992) believes that a strong identity will help raise motivation among employees by creating a "we" feeling, allowing people to identify with their organizations. interpreted positively. Clearly understood basic values are the basis for a comprehensive concept. somewhat different perception of the corporation because each is concerned Corporate image is one of the secrets to lasting success in the market. Thus, consumers are
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