The purpose of a corporate branding initiative is to generate a positive halo over the products and businesses of the company, imparting more favorable impressions of those products and businesses.
Corporate identity is the reality and uniqueness of an organization, which is integrally related to its external and internal image and reputation through corporate communication.Burberry has scaled back the use of its trademarked checkered/tartan design to such an extent that it now only appears on the inner linings and other very low-key positions of their clothing.
Group Assignment Communication as action Credits 942 Hassan Gardezi 1033 Claudio Labastida 1070 Shridhar R. Nandigram 1101 Ulpala Das 1151 Ali Akbar Nayebzadeh 1152 Omprakash Wadhwani 1202 Sheetal Wadhwani
Corporate communication Corporate communication is the message issued by a corporate organization, body, or institute to its publics. "Publics" can be both internal (employees, stakeholders, i.e. share and stock holders) and external (agencies, channel partners, media, government, industry bodies and institutes, educational and general public)
Corporate Communication - Basics An organization must communicate the same message to all its stakeholders, to transmit coherence, credibility and ethic. Corporate Communications help organizations explain their mission, combine its many visions and values into a cohesive message to stakeholders. Corporate Communication can be defined as the set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable starting points with stakeholders on which the company depends.
Management, Marketing & Organizational Communication
Types of Corporate Communication Management communications communications between management and its internal and external audiences. Marketing communications get the bulk of the budgets in most organizations, and consist of product advertising, direct mail, personal selling, and sponsorship activities. Organizational communications by specialists in public relations, public affairs, investor relations, environmental communications, corporate advertising, and employee communications.
A healthy relationship with the press including quick, responsible ways of communicating in crises
Sophisticated approaches to global communications
Overview & Cases
The re-branding at COM has already started to have a positive impact on tourism as it communicates the real vibrancy of the city to the world and the multi-coloured logo reflects it. Case 1 – Branding
Burberry's appeal to "chav" fashion sense is a sociological example of prole drift, where an up-market product begins to be consumed en masse by a lower socio-economic group. Burberry has argued that the brand's popular association with "chav" fashion sense is linked to counterfeit versions of the clothing. Case 2 – Identity
305 Ronald McDonald Houses in 52 countries 7,200 bedrooms to families around the world each night, saving them over $257 million in hotel costs. 161 Ronald McDonald Family Rooms in 19 countries These Rooms comfort over 3,000 families each day. Ronald McDonald Care Mobiles in 6 countries Clinics on wheels. Serves more than 100,000 children a year, and saves families in the U.S. $10 million in medical and dental costs each year, as well as receive the care they would otherwise go without. Worth magazine named Ronald McDonald House Charity one of “America’s 100 Best Charities” in 2001 and 2002. Case 3 – Corporate Responsibility (CSR)
Head of CSR for BT Americas is a good example. When it comes to delivering on this goal, BT does have a track-record of practicing what they preach, given their eight-year string of annual recognition by the Dow Jones Sustainability Index as the global telecommunications sector leader. Both his personal blog and the company intranet feature a prominent section devoted to CSR initiatives, with a focus on the innovative use of ICT to educate and inform about issues of sustainability Case 3 – Corporate Responsibility (CSR)
Poor communication – Leads to drastic results and unhappy clients
Poor customer services, usual dropped calls, no receptions, delayed voicemail messages etc have prompted a disgruntled used after only 6 weeks of usage to launch a website called
http://www.vodafail.com/ Delayed SMS messages (133) Billing problem (1580) Incorrect advice given by Vodafone staff (474) Delayed voicemail (127) On hold too long (1679) Privacy and security (119) Reception issue (8809) Doesn't like Lara (640) Overcharged / Billed for wrong amount (95) Poor customer service (2286) Dropped calls (566) Case 4 – Reputation
When the Unthinkable Happens, Walmart is There Whether the disaster is a fire, flood or hurricane, Walmart and its Foundation are first in line to lend a helping hand to the communities we serve. In the aftermath of a disaster, basic needs become paramount and many of the products Walmart and Sam's Club contribute can save lives. Case 5 – Crisis Communication
Lotus Development Corporations’ delay in announcing that their new version of 1-2-3 would miss its scheduled release date by nearly a year caused a flurry of lawsuits claiming that general stockholders should have been made aware sooner. Case 7 – Investor Relations
Cynthia Cooper Exposed corporate financial scandal. Jointly named Time's People of the Year in 2002. Sherron Watkins Exposed corporate financial scandal. Jointly named Time's People of the Year in 2002. Case 8 – Whistle blowing (PR)
Non-violent communication leading to reforms Helped to exert pressure on the government of India to enact a strong anti-corruption act as envisaged in the Jan Lokpal Bill. The government issued a gazette notification on the formation of a joint committee (of government and civil society representatives) to draft an effective Lokpal Bill. Case 9 – Political Case
Summary & Conclusion How an organization communicates with its employees, its extended audiences, the press and its customers brings its values to life. Corporate communication is all about managing perceptions and ensuring: