STRATEGY MARKETING COMMUNICATION  -  MALAYSIAN OUTLOOK CORPORATE IDENTITY RASLINDA BINTI RAZALI YEO SIEW HUI          TUNG...
INTRODUCTION <ul><li>Organisation are set to have a personality, a persona that reflects the inner spirit and heart of the...
DEFINITION <ul><li>Corporate Identity was the accepted terminology in the 1980s and this gave way to Corporate Branding in...
<ul><ul><li>Management of the identity process can communicate three key ideas to audience (Olins,1989) </li></ul></ul><ul...
SHAPING IDENTITY <ul><li>A Vision that Inspires </li></ul><ul><ul><li>A common thread that all employees and ideally all o...
IDENTITY MANAGEMENT STEP 1:  CONDUCT AN IDENTITY AUDIT STEP 2:  SET IDENTITY OBJECTIVES Access the current reality Clear g...
CORPORATE COMMUNICATION <ul><li>Issued by a corporate / organization / body / institute to all its public. </li></ul><ul><...
<ul><li>Strategically communicate to their audiences through public relations and advertising. </li></ul><ul><li>Simply a ...
<ul><li>Required changes should attempt to adapt employee perceptions first and then their attitudes and behavior.  </li><...
WHAT CORPORATE COMMUNICATION ENCODES AND PROMOTES? <ul><li>Strong corporate culture </li></ul><ul><li>Coherent corporate i...
CORPORATE COMMUNICATIONS  Is all about Managing Perceptions and Ensuring: <ul><li>Effective and timely dissemination of in...
THE RESPONSIBILITIES OF CORPORATE COMMUNICATION  <ul><li>To project the profile of the &quot;company behind the brand&quot...
<ul><li>To formulate and execute effective procedures in order to facilitate decision making about matters concerning comm...
DIMENSIONS OF CORPORATE IMAGE <ul><li>Exchange of attitudes and perceptions within stakeholders of the organization itself...
<ul><li>Strong positive identity can enhance the quality of products and services. </li></ul><ul><li>Develop more effectiv...
ELEMENTS OF CORPORATE IDENTITY <ul><li>CORPORATE PERSONALITY </li></ul><ul><li>Core value and belief  turn into Corporate ...
<ul><li>CORPORATE IDENTITY </li></ul><ul><li>Differentiate an Organization </li></ul><ul><li>Must have for EVERY organizat...
TYPES OF IDENTITY <ul><li>3 types of identities-applicable in Corporate Branding as well </li></ul><ul><li>*Symbolism </li...
I]  SYMBOLISM <ul><li>Visual aspect- 4 aspects: </li></ul><ul><li>-Corporate name </li></ul><ul><li>-logo and symbol </li>...
II]CORPORATE BRANDING & NAMES <ul><li>More than a name;a meaning </li></ul><ul><li>Color ; a sense of exclusivity for   ad...
III] BEHAVIOR <ul><li>Interaction </li></ul><ul><li>Tone of voice </li></ul><ul><li>Action and response </li></ul><ul><li>...
CORPORATE IMAGE <ul><li>Perception of multiple audience </li></ul><ul><li>Image is a perception of the organization by pub...
CORPORATE REPUTATION <ul><li>Deeper image constitution </li></ul><ul><li>Historical reflection </li></ul><ul><li>Importanc...
CORPORATE REPUTATION <ul><li>4 Elements for building a favorable reputation :  </li></ul><ul><li>Credibility </li></ul><ul...
 
STRATEGY AND CORPORATE IDENTITY/IMAGE BUILDING <ul><li>Conduct drafting, implementing and evaluating </li></ul><ul><li>Mea...
STAKEHOLDERS OF FOUR RECRUITMENT COMPANIES (BARICH AND KOTLER,1993) <ul><ul><ul><ul><ul><li>Favorable Attitude </li></ul><...
THREE MAIN ELEMENTS OF CORPORATE IDENTITY MANAGEMENT PROCESS <ul><li>Corporate Personality Management </li></ul><ul><li>Co...
CONCLUSION <ul><li>Corporate identity is not a special  </li></ul><ul><li>minor tool ;It’s  a central  </li></ul><ul><li>c...
THE END THANK YOU
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Corporate identity

  1. 1. STRATEGY MARKETING COMMUNICATION - MALAYSIAN OUTLOOK CORPORATE IDENTITY RASLINDA BINTI RAZALI YEO SIEW HUI         TUNG YAU WAI         TONG TIONG VEE Tutor : DAMANSARA
  2. 2. INTRODUCTION <ul><li>Organisation are set to have a personality, a persona that reflects the inner spirit and heart of the organisation. </li></ul><ul><li>The management of Corporate Identity is vital if the image held of the organisation by all stakeholders is to be consistent and accurately represent the personality of the organisation. (Downlick 1993) </li></ul><ul><li>The concept of the Corporate Identity can be traced to the earliest firms that use specific mark or logo to differentiate themselves from their competitors and imprint their image in the minds of consumers. </li></ul><ul><li>Example: PETRONAS </li></ul>
  3. 3. DEFINITION <ul><li>Corporate Identity was the accepted terminology in the 1980s and this gave way to Corporate Branding in the 1990s </li></ul><ul><li>What is Corporate Identity? </li></ul><ul><ul><li>Visual manifestation of the company reality as conveyed through the organisation name, logo, motto, products, services, buildings, stationery, uniform and all other tangible pieces of evidences created by the organisation and communicated to a variety of consistencies (Paul A.Argenti, 2007) </li></ul></ul><ul><ul><li>Finger Lickin’ </li></ul></ul><ul><ul><li>Good </li></ul></ul>
  4. 4. <ul><ul><li>Management of the identity process can communicate three key ideas to audience (Olins,1989) </li></ul></ul><ul><ul><ul><li>Who ? </li></ul></ul></ul><ul><ul><ul><li>What ? </li></ul></ul></ul><ul><ul><ul><li>How ? </li></ul></ul></ul><ul><ul><li>Corporate Identity is manifested in four ways (Olins, 1990) </li></ul></ul><ul><ul><ul><li>The products and services the organisation offers </li></ul></ul></ul><ul><ul><ul><li>Channel of distribution </li></ul></ul></ul><ul><ul><ul><li>Communication with stakeholders? </li></ul></ul></ul><ul><ul><ul><li>Behavior of the organisation </li></ul></ul></ul>
  5. 5. SHAPING IDENTITY <ul><li>A Vision that Inspires </li></ul><ul><ul><li>A common thread that all employees and ideally all other consistencies can relate to. </li></ul></ul><ul><ul><li>Encompasses the company’s core values, philosophy, standards and goal. </li></ul></ul><ul><ul><li>Example: Air Asia- Now Everyone can fly </li></ul></ul><ul><li>Names & Logos </li></ul><ul><ul><li>Help illustrate the conscious actions organisations make to shape the identity and differentiate themselves in the marketplace. </li></ul></ul><ul><ul><li>The visual nature of logos allow them to communicate even more about a company than its name. </li></ul></ul>
  6. 6. IDENTITY MANAGEMENT STEP 1: CONDUCT AN IDENTITY AUDIT STEP 2: SET IDENTITY OBJECTIVES Access the current reality Clear goals is essential to the identity process STEP 3: DEVELOP DESIGNS AND NAMES STEP 4: DEVELOP PROTOTYPE STEP 5: LAUNCH & COMMUNICATE To reflect what the consistency were already calling it that would give a distinct identity Develop models using the new symbol or name Formal introduction of the company new identity STEP 6: IMPLEMENT THE PROGRAMME A communication process involving interpersonal savvy and coordinated approach
  7. 7. CORPORATE COMMUNICATION <ul><li>Issued by a corporate / organization / body / institute to all its public. </li></ul><ul><li>An organization needs convey the same message to all of its stakeholders in order to transmit coherence, credibility and ethic. </li></ul><ul><li>Build its message, combining its vision, mission and values </li></ul><ul><li>. </li></ul>
  8. 8. <ul><li>Strategically communicate to their audiences through public relations and advertising. </li></ul><ul><li>Simply a part of the process that translates corporate identity into corporate image </li></ul><ul><li>Employees are probably the most important medium of communication between the organisation and the public. </li></ul>
  9. 9. <ul><li>Required changes should attempt to adapt employee perceptions first and then their attitudes and behavior. </li></ul><ul><li>Address all matters of structure and internal communications and the conflicting needs of different stakeholders. </li></ul>
  10. 10. WHAT CORPORATE COMMUNICATION ENCODES AND PROMOTES? <ul><li>Strong corporate culture </li></ul><ul><li>Coherent corporate identity </li></ul><ul><li>Reasonable corporate philosophy </li></ul><ul><li>Genuine sense of corporate citizenship </li></ul><ul><li>An appropriate and professional relationship with the press, including quick, responsible ways of communicating in a crisis </li></ul>
  11. 11. CORPORATE COMMUNICATIONS Is all about Managing Perceptions and Ensuring: <ul><li>Effective and timely dissemination of information </li></ul><ul><li>Positive corporate image </li></ul><ul><li>Smooth and affirmative relationship with all stakeholders </li></ul>
  12. 12. THE RESPONSIBILITIES OF CORPORATE COMMUNICATION <ul><li>To project the profile of the &quot;company behind the brand&quot; (corporate branding) </li></ul><ul><li>To indicate who should perform which tasks in the field of communication; </li></ul>
  13. 13. <ul><li>To formulate and execute effective procedures in order to facilitate decision making about matters concerning communication </li></ul><ul><li>To mobilize internal and external support behind corporate objectives. </li></ul><ul><li>To co ordinate with international business firms </li></ul>
  14. 14. DIMENSIONS OF CORPORATE IMAGE <ul><li>Exchange of attitudes and perceptions within stakeholders of the organization itself. </li></ul><ul><li>An organization’s consideration on who they are and what they would like to be , then project identity cues to stake-holders. </li></ul>
  15. 15. <ul><li>Strong positive identity can enhance the quality of products and services. </li></ul><ul><li>Develop more effective and efficient promotional programmes </li></ul><ul><li>Focusing on the organizations distinctiveness and then allow for the ripple wash over the variety of offerings. </li></ul>
  16. 16. ELEMENTS OF CORPORATE IDENTITY <ul><li>CORPORATE PERSONALITY </li></ul><ul><li>Core value and belief turn into Corporate Philosophy </li></ul><ul><li>Articulate the only One Mission clearly </li></ul><ul><li>Characteristic(s) </li></ul>
  17. 17. <ul><li>CORPORATE IDENTITY </li></ul><ul><li>Differentiate an Organization </li></ul><ul><li>Must have for EVERY organization (Bernstein, 1984) </li></ul><ul><li>Manifesting 4 aspects: </li></ul><ul><li>*Product/services </li></ul><ul><li>*Location </li></ul><ul><li>*Communication </li></ul><ul><li>*Behavior </li></ul><ul><li>(Olin, 1989) </li></ul>
  18. 18. TYPES OF IDENTITY <ul><li>3 types of identities-applicable in Corporate Branding as well </li></ul><ul><li>*Symbolism </li></ul><ul><li>*Corporate Branding and Names </li></ul><ul><li>*Behavior </li></ul>
  19. 19. I] SYMBOLISM <ul><li>Visual aspect- 4 aspects: </li></ul><ul><li>-Corporate name </li></ul><ul><li>-logo and symbol </li></ul><ul><li>-Typefaces </li></ul><ul><li>-Color </li></ul><ul><li>(Dowling, 1994) </li></ul>
  20. 20. II]CORPORATE BRANDING & NAMES <ul><li>More than a name;a meaning </li></ul><ul><li>Color ; a sense of exclusivity for advertising, campaign </li></ul>
  21. 21. III] BEHAVIOR <ul><li>Interaction </li></ul><ul><li>Tone of voice </li></ul><ul><li>Action and response </li></ul><ul><li>Brand responsibility </li></ul><ul><li>Project identity to external stakeholders </li></ul>
  22. 22. CORPORATE IMAGE <ul><li>Perception of multiple audience </li></ul><ul><li>Image is a perception of the organization by public (Bernstein,1984) </li></ul><ul><li>Multiple images </li></ul><ul><li>Halo effect </li></ul>
  23. 23. CORPORATE REPUTATION <ul><li>Deeper image constitution </li></ul><ul><li>Historical reflection </li></ul><ul><li>Importance of reputation (Greyson, 1999) : </li></ul><ul><ul><li>Points of difference (P.O.D) in the product or service </li></ul></ul><ul><ul><li>Support facility during turbulence </li></ul></ul><ul><ul><li>Corporate value is enhanced with appropriate product value </li></ul></ul><ul><ul><li>Affects company shares (Cooper, 1999) </li></ul></ul>
  24. 24. CORPORATE REPUTATION <ul><li>4 Elements for building a favorable reputation : </li></ul><ul><li>Credibility </li></ul><ul><li>Trustworthiness </li></ul><ul><li>Reliability </li></ul><ul><li>Responsibility </li></ul><ul><li>(Fombrun, 1996) </li></ul>
  25. 26. STRATEGY AND CORPORATE IDENTITY/IMAGE BUILDING <ul><li>Conduct drafting, implementing and evaluating </li></ul><ul><li>Measure the strength of perception of the organization’s offering </li></ul><ul><li>Measure the perception of the stakeholders have of the organization </li></ul>
  26. 27. STAKEHOLDERS OF FOUR RECRUITMENT COMPANIES (BARICH AND KOTLER,1993) <ul><ul><ul><ul><ul><li>Favorable Attitude </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Recruitment Recruitment </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Company B Company A </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Low Awareness High Awareness </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Recruitment Recruitment </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Company C Company D </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Unfavorable Attitude </li></ul></ul></ul></ul></ul>
  27. 28. THREE MAIN ELEMENTS OF CORPORATE IDENTITY MANAGEMENT PROCESS <ul><li>Corporate Personality Management </li></ul><ul><li>Corporate Identity Management </li></ul><ul><li>Corporate Image Management </li></ul><ul><li>Understand the linkages: </li></ul><ul><ul><li>Transpose </li></ul></ul><ul><ul><ul><li>Self-analysis Personality Management </li></ul></ul></ul><ul><ul><li>Between corporate identity and corporate image </li></ul></ul><ul><ul><ul><li>Present itself and how stakeholders perceived </li></ul></ul></ul><ul><ul><li>Between image and corporate strategy formulation Identity Management </li></ul></ul><ul><ul><ul><li>Feedbacks and adjust </li></ul></ul></ul>
  28. 29. CONCLUSION <ul><li>Corporate identity is not a special </li></ul><ul><li>minor tool ;It’s a central </li></ul><ul><li>component to the strategic </li></ul><ul><li>management process </li></ul>
  29. 30. THE END THANK YOU
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