1. Chapter 4 Identity, Image, Reputation, and Corporate Advertising
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2. Image & Identity What are image and identity?
How do you build a solid reputation?
Is corporate identity a trend?
How can you differentiate based on image and identity?
How do you manage the unmanageable?

3. Points to ponder… Why choose Petronas over Shell?
Why study/work in USM?
Do you know that Nestle paid six times the net asset value to buy Rowntree and its spectacular portfolio of brand including Kit Kat and Smarties.

4. General scenario…
Competition increases
Competitors can copy
processes, products, systems,
services, technology, quality, etc
There is only identity/ brand that remains as a differentiator

5. Importance Importance of corporate identity Customers
Inspires confidence (van Riel, 1995)
Increases visibility and reach (Keller and Aaker, 1998)
Improves credibility (Fombrun and van Riel, 2004)
Aids learning (Allesandri, 2001)

6. CORPORATE IDENTITY
Identity components (Melewar and Karaosanoglu, 2006)
Corporate structure – brand structure, organizational structure
Corporate strategy – positioning and differentiation strategy
Corporate culture – mission, vision, values
Corporate behaviour – company, management and employee behaviour
Corporate design – slogan, architecture, office layout, location, website
Corporate communication – marketing, management and organizational comm..
Industry identity

7. Importance Importance of corporate identity Employees
Helps internalize the company’s values (Dutton and Dukerich, 1994
Recruits and retains employee (Fanning, 1990)
Instills identity/brand values into key processes (Organ, 1990)
Increases identification (O’Reilly and Chatman, 1986)
Media, Investors, Financial analysts
Reputation (Whetten and Makey, 2002)
Attracts favourable responses (Fombrun and van Riel, 2004)

8. Managing the Unmanageable
Step 1: Conduct an identity audit
Step 2: Set identity objectives
Step 3: Develop designs and names
Step 4: Develop prototypes
Step 5: Launch and communicate

9. What are Identity, Image & Reputation?
Corporate Identity
Names, Brands, Symbols, Self-presentations
is perceived by…
Community Image
Customer Image
Investor Image
Employee Image
Sum of perceptions equals…
Corporate Reputation

10. Advertising: The Corporation is the Message
What is Corporate Advertising?
Where does it come from? 
Who uses it and why?
Should all companies use corporate advertising?

11. Companies Use Corporate Advertising to:
Increase Sales 
Create Goodwill
Retain and Recruit Employees
Enhance the Financial Effort