Corporate identity 2


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Based on Chris Fill text images on how corporate identity is formed and resulting in an organization image.

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Corporate identity 2

  1. 1. Creativity meets company persona. By Ida Faradilla Siti Farhana Noor Aziema Eiap Sue Shin Tutor : Damansara
  2. 2. Introduction <ul><li>IDENTITY = PERSONA </li></ul><ul><li>logo design, color palettes, , typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition. </li></ul><ul><li>Trademark/general appearance: </li></ul><ul><li>help shape and reflect the behavior and actions of the organization thus creating the corporate culture = CORPORATE PERSONALITY . </li></ul><ul><li>Fading identity or dull personality perhaps may acclimatize to the surrounding environment and market change to preserve the identity. </li></ul><ul><li>Nowadays, corporate branding is vital and may emerge as corporate reputation in the future. </li></ul>
  3. 3. Corporate Communication <ul><li>GOOD </li></ul><ul><li>COMMUNICATION </li></ul>By controlling the communication of messages as a whole, an organization is able to inform and motivate of what it is, what it does and how it does in a credible and consistent way. Coca Cola - A separate product brand is linked only to the product. The corporate brand is the sum total of changing perceptions about all aspects of the company.
  4. 4. Corporate Communication <ul><li>if a large number of stakeholders perceive a large gap to hold an image, then a correction strategy and information provision is required to communicate the desired position and performance of the focus organization. </li></ul><ul><li>if a small number of stakeholders perceive a large gap, then a targeted adjustment strategy is required, aiming at particular stakeholder groups while protecting the correct image detained by the majority stakeholders. </li></ul>
  5. 5. Management of Corporate Identity <ul><li>PURPOSE: </li></ul><ul><ul><li>TO MAKE CLEAR THE ORGANIZATION’S VALUES AND BELIEFS TO THE STAKEHOLDERS </li></ul></ul><ul><ul><li>TO DISCUSS HOW TO ACHIEVE ITS OBJECTIVES. </li></ul></ul>
  6. 6. Management of Corporate Identity <ul><li>PERSONALITY </li></ul><ul><li>Characteristics which identify the organization. </li></ul><ul><li>i.e: product offering, facilities, values and beliefs, staff, structure. </li></ul><ul><li>Encompasses the capacity of a corporation to have its own name, to have the right to purchase, sell, lease, and mortgage its property in its own name. </li></ul><ul><li>Basic understanding: property cannot be taken away from a corporation without the process of LAW. </li></ul><ul><li>IDENITITY </li></ul><ul><li>DIFFERENTIATE itself from other organizations </li></ul><ul><li>The formation of the cues by which stakeholders can recognize and identify the organization. </li></ul><ul><li>Corporate identity is manifested in 4 ways. </li></ul><ul><li>the products and services that offers </li></ul><ul><li>where the offering is made or distributed </li></ul><ul><li>how the organization communicates with the stakeholders </li></ul><ul><li>how the organization behaves. </li></ul>
  7. 7. Corporate Branding Names <ul><li>HOW TO DEVELOP CORPORATE BRAND? </li></ul><ul><li>SYMBOLISM </li></ul><ul><li>BEHAVIOR </li></ul><ul><li>COMMUNICATION </li></ul><ul><li>CORPORATE IMAGE </li></ul><ul><li>Audiences perception AND interpretation of an organization. </li></ul><ul><li>AN organization can influence its OWN image, by combining different elements, values, beliefs and attitudes that it has focused on. </li></ul><ul><li>Corporate images are shaped by the stakeholder. </li></ul><ul><li>Basically corporate image is what stakeholders perceive the organization to be. </li></ul>
  8. 8. Corporate Reputation <ul><li>What is corporate reputation? </li></ul><ul><ul><li>a deeper set of images constitute what is termed corporate reputation.   </li></ul></ul><ul><li>Why is reputation important? </li></ul><ul><ul><li>differentiation in product level </li></ul></ul><ul><ul><li>support facility during times of turbulence </li></ul></ul><ul><ul><li>measure of a corporate value </li></ul></ul><ul><li>How to build a favorable reputation? </li></ul><ul><ul><li>credibility </li></ul></ul><ul><ul><li>trustworthiness </li></ul></ul><ul><ul><li>reliability </li></ul></ul><ul><ul><li>responsibility </li></ul></ul>
  9. 9. Corporate Reputation <ul><li>Positive or negative REPUTATION ? </li></ul>
  10. 10. Strategy & Corporate Identity/ Image <ul><li>6 factors on how people articulate their image of an organization: </li></ul><ul><ul><li>dynamic   </li></ul></ul><ul><ul><li>cooperative   </li></ul></ul><ul><ul><li>business   </li></ul></ul><ul><ul><li>character   </li></ul></ul><ul><ul><li>successful   </li></ul></ul><ul><ul><li>withdrawn </li></ul></ul>
  11. 11. Strategy & Corporate Identity/ Image
  12. 12. Network Conflict <ul><li>Eric Berne- Transactional analysis (TA) </li></ul><ul><ul><li>provides a convenient easy framework to understand the nature of conflict </li></ul></ul><ul><ul><li>indicate how conflict might be avoided or reduced in particular situation </li></ul></ul><ul><ul><li>TA classifies behavior into three categories </li></ul></ul><ul><li>According to Freudian Theory </li></ul><ul><ul><li>Ego is a representation of reality and attempt to control the id and superego </li></ul></ul><ul><ul><li>Three ego states: </li></ul></ul><ul><ul><ul><li>Child (id) </li></ul></ul></ul><ul><ul><ul><li>Adult (ego) </li></ul></ul></ul><ul><ul><ul><li>Parent (superego) </li></ul></ul></ul>
  13. 13. Network Conflict <ul><li>TRANSACTION </li></ul><ul><li>communication takes place and a response is expected </li></ul><ul><li>complementary or crossed transactions </li></ul><ul><li>Complementary transactions- is achieved when a message is sent from one particular ego state where it is reciprocated with a message from the same or expected ego state. </li></ul>
  14. 14. Network Conflict <ul><li>TRANSACTION (cont’d) </li></ul><ul><li>Crossed transactions, it occurs when the message sent from a particular ego state is returned by a message from an unexpected ego state. </li></ul>
  15. 15. Special Networks Embracing All Key Stakeholders <ul><li>Identified five major types of networks based upon the contact of the messages each network carries. </li></ul><ul><ul><li>authority network </li></ul></ul><ul><ul><li>information exchange networks </li></ul></ul><ul><ul><li>task-operative network </li></ul></ul><ul><ul><li>friendship network </li></ul></ul><ul><ul><li>status network </li></ul></ul>
  16. 16. Thank You