1. Organizational and Manageial Communication
Corporate Communication and the Corporate Brand
Chapter 5

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
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3. Corporate Image in Relation to Corporate Identity
Behavior
Corporate Identity
Corporate Image
Communication
Symbolism
Corporate Identity
van Riel
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4. Organizational identity
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
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5. CORPORATE IDENTITY MEDIA
Stationary
Literature
Transportation
Packing
Architecture
Signs
Marketing/Sales
Examples:
Product
Price
Name
Brochures
Visit cards
Buildings
Uniforms
Sponsorship
Work environment
Figure or “character”
Logos
IDENTITY - INDIVIDUALITY - SYNONYMOUS WITH ORGANIZATION.
FAMILIARITY. NOTE INTERNATIONAL ISSUES.
WALLY OLINS - A VETERAN IN CORPORATE IDENTITY - SAYS THAT IDENTITY HELPS PEOPLE FEEL THEY BELONG
INTERNALLY - TO MAKE PEOPLE FEEL THEY SERVE A COMMON PURPOSE - COCA COLA
EXTERNALLY - ‘LIKE ME BETTER’ . MARKETING.
AN IMPROPER IDENTITY CAN CAUSE A BAD IMAGE. CAN’T BE PHYSICALLY FIT WITHOUT EXERCISING.
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6. IMPORTANCE OF IDENTITY
Raises motivation among employees – creates a ‘we’ feeling
Increased productivity
Premium pricing
Cost savings
Protection from competition
Ability to cut through information clutter
Inspire confidence in the organization
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7. TYPES OF CORPORATE IDENTITY
Monolithic -- Shell, Philips, BMW
Endorsed -- GM, L’Oreal
Branded -- Unilever, Orkla, P&G
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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
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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
EVERYTHING A COMPANY IS, SAYS AND DOES IS A COMPONENT OF ITS IMAGE.
CAN SELL PRODUCTS BASED ON FIRM’S IMAGE -
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10. Corporate identity and reputation
Fombrun, C. J., Reputation, Harvard Business School Press
Corporate
Identity
Names,
Self-Representations
Customer
Image
Community
Investor
Employee
Corporate Reputation

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)
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12. 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

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
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14. IMAGE LEVELS Product class Brand Company Sector Shop Country User
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15. Some Factors Controlling Company Image
Reality of
company
Newsworthiness
of company +
Communica-
tion effort + x
Time
Memory
decay - =
Company Image
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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
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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
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18. KEY ATTRIBUTES OF REPUTATION (Fortune)
Financial soundness
Value as a long-term investment
Use of corporate assets
Innovativeness
Quality of Management
Ability to attract, develop and keep talented people
Quality of products and services
Community and environmental responsibility
REPUTATION IS THE OPINION THAT OTHERS HAVE OF YOU - GOOD, BAD, FAVORABLE OR UNFAVORABLE.
ORGANIZATIONS MUST PROVIDE QUALITY PRODUCTS/SERVICES
- HAVE GOOD MANAGEMENT AND MAKE A PROFIT.
- MOST COMPANIES DO THIS, THEREFORE THIS IS NOT ENOUGH TO STAND OUT.
REPUTATION - HARD WON EASILY LOST.
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19. Management/Employees
Products/Services
Quality
Satisfaction
Technology
Value
Selection
Management/Employees
Quality of Management
Quality of work conditions (physical and social)
Quality of strategies
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

20. America’s Most Admired Companies, Fortune
Top Ten 1999
1. General Electric
2. Microsoft
3. Dell Computer
4. Cisco Systems
5. Wal-Mart Stores
6. Southwest Airlines
7. Berkshire Hathaway
8. Intel
9. Home Depot
10. Lucent Technologies
Top Ten 2000
1. General Electric
2. Cisco Systems
3. Wal-Mart Stores
4. Southwest Airlines
5. Microsoft
6. Home Depot
7. Berkshire Hathaway
8. Charles Schwab
9. Intel
10. Dell
Top Ten 2001
1. General Electric
2. Southwest Airlines
3. Wal-Mart Stores
4. Microsoft
5. Berkshire Hathaway
6. Home Depot
7. Johnson & Johnson
8. Fed Ex
9. Citigroup
10. Intel
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21. America’s Most Admired Companies, Fortune
The Bottom Ten 1999
495. Humana
496. Revlon
497. Trans World Airlines
498. CKE Restaurants
499. CHS Electronics
500. Rite Aid
501. Trump Resorts
502. Fruit of the Loom
503. Amerco
504. Caremark Rx
The Bottom Ten 2000
526. Trans World Airlines
527. Trump Hotels & Casinos
528. Kmart
529. Bridgestone/Firestone
530. America West Holdings
531. LTV
532. US Airways Group
533. Federal-Mogul
534. Warnaco Gr
535. CKE Restaurants
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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
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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
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24. Goal: Credible Image Believable message Clearly stated
Continually and consistently
Through appropriate channels
At the appropriate level of understanding
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25. The Three I’s - Mission Oriented
Identity: Who we are
Image: What we are
Ideas: What we stand for and believe
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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 Kay
Foundations of Corporate Success
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