1. CORPORATE IMAGE - WHAT IS IT?
Identity
Individual
Interpretation
Corporate
Image $ =
- REPUTATION is the opinion that others have of you.; GOOD, BAD, ETC.. (FAVORABLE, UNFAVORABLE)
- one’s individuality - identified with - - synonymous - familiarity
- familiarity and favorability
- mix of reputation and identity
Lundquist, O. S., Rønning, L., Sandberg, G., ‘Corporate Identity
and Corporate Image, En litteraturstudie av begrepenes definisjoner,
Diplomoppgave, Siviløkonomstudiet, BI (1997).

2. Corporate Image in Relation to Corporate Identity
Behavior
Corporate Identity
Corporate Image
Communication
Symbolism
Corporate Identity
van Riel, p. 33.

3. 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

4. CORPORATE IDENTITY MEDIA
Product
Price
Logos
Name
Stationery
Brochures
Signs
Visit cards
Buildings
Uniforms
Sponsorship
Packaging
Work environment
Figure or “character”
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.

5. IMPORTANCE OF IDENTITY
Raises motivation among employees
Inspires confidence in stakeholder groups
Acknowledges important role of customers
Acknowledges vital role of financial groups

6. TYPES OF CORPORATE IDENTITY
Monolithic -- Shell, Philips, BMW
Endorsed -- GM, L’Oreal
Branded -- Unilever

7. TYPES OF BRAND (IDENTITY)
1. MONOLITHIC i. Whole company uses one visual style. ii. The company can be recognized instantly. iii. Companies usually developed as a whole entity within a relatively narrow field. 7

8. TYPES OF BRAND (IDENTITY)
2. ENDORSED
i. Subsidiary companies have their own style.
ii. Parent company remains recognizable in the background. iii. Diversified companies. 8

9. TYPES OF BRAND (IDENTITY)
3. BRANDED Subsidiaries have their own style.
Parent company is not recognizable. Brands appear to have no relation to each other or to parent company. POSITIVE ASPECT  Separation of the brand from the identity of the company limits the risk of product failure. NEGATIVE ASPECT  Brand cannot benefit from any favorable reputation which the parent company may enjoy. 9

10. 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)
van Riel, p. 74

11. Corporate identity and reputation
Names,
Self-Representations
Customer
Image
Community
Investor
Employee
Corporate Reputation
Fombrun, C. J., Reputation, Harvard Business School Press