1. Corporate Identity & Brand Management
Identity, Image, and Reputation

2. Image and Identity What are image and identity?
Building a solid reputation
Is corporate identity a trend?
How can you differentiate image and identity?

3. What are identity & Image?
Identity – the visual manifestation of the company’s reality as conveyed through the organisation:
name, logo, motto, products, services, buildings, stationery, uniforms, & other tangible pieces of evidence created by the organization and communicated to a variety of constituencies
Image – a reflection of an organization identity from the view point of its constituencies

4. Shaping Identity A vision that inspires Names & Logos
Putting it all together: Constituency is Key

5. Corporate Identity Management Process
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
Step 6: Implement the program

6. Image: In the eye of the Beholder
Constituencies often have certain perceptions about an organization before they begin to interact with it
After interacting with an organization, the constituencies may have a different image of it than before

7. Building a Solid Reputation
Reputation is built up over time and its not simply a perception at a given point in time.
It is a product of both internal & external constituencies.

8. Reputation Framework Corporate Identity
Names, Brands, Symbols, Self-presentations
is perceived by…
Customer Image
Community Image
Investor Image
Employee Image
Sum of their perceptions equals…
Corporate Reputation

9. Building a Solid Reputation
Why Reputation Matters
it calls attention to a company’s attractive features and widens the options available to its managers,
ie: to charge higher or lower prices for products & services or to implement innovative programs
To weather crises more effectively
Increased transparency & Social responsibility

10. Building a Solid Reputation
Measuring & Managing Reputation
Employees
Customers perceptions
The Burberry lesson

11. Building a Solid Reputation
Corporate Philanthropy & Social Responsibility
Today every company needs them one way or another
The program needs to be consistent with company’s vision to be perceived as credible
An appropriate communication framework to be applied

12. Read Case 4-1 Muzak Pages 84 to 86 and answer Case Questions
Imagine yourself in the position of Kenny Khan.
You are working for Pentagram to redesign Muzak’s identity/image.
Upper management is keen for a change but the company’s franchise structure, alongside with its longstanding identity, provides resistance.

13. Read Case 4-1 Muzak Pages 84 to 86 and answer Case Questions
How much change did Muzak need to communicate through its identity system to change perception of the company?
What other corporate communication “levers” did Muzak have at its disposal to signal change?
How did changing its identity help/hurt Muzak’s overall strategy? Short-term? Long-term?
How important is it, and should the parent company educate franchisees about the new identity?

14. Case
GROUP 1:
Your group is a corporate identity consultant for a premium multi-billion dollar FMCG Company based in Cambodia, popular for snack products such as Golden Chocolate Almond Popcorn, Golden Supreme Potato Chips, and Elite Clubhouse Mixed Nuts. The company started from a humble beginning and had named the company Econo Food Corp. The board of the directors doesn’t feel that the current corporate name reflects its current strategy and position in the market.
GROUP 2:
You were hired by a popular hotel operator in Cambodia. Majestic Hotel, a 4 star hotel, a year ago suffered a horrible crisis. More than 20 people died and 100 injured in a fire that started in its restaurant. Although preventive measures were reassured by the hotel, the nightmare still happened. This puts Majestic name on the line.