SlideShare a Scribd company logo
Corporate Identity and Reputation Live the Image.
[object Object],© Arvind Lodaya, 2002
Format ,[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002 Agree Disagree Discuss
Image ,[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],© Arvind Lodaya, 2002
Positioning ,[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],© Arvind Lodaya, 2002
Analyzing Image ,[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],© Arvind Lodaya, 2002
© Arvind Lodaya, 2002 Find & build your own strengths, but don’t make claims you can’t deliver on. Let customers perceive your strengths in a memorable & meaningful manner. Perform / Deliver better than what your customers expect from you.
Corporate Identity ,[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],© Arvind Lodaya, 2002
Identity in business ,[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
Some top CI players*… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
CI in India ,[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
The case of Air-India ,[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
© Arvind Lodaya, 2002
[object Object],© Arvind Lodaya, 2002
The case of BA ,[object Object],[object Object],© Arvind Lodaya, 2002
© Arvind Lodaya, 2002
[object Object],[object Object],© Arvind Lodaya, 2002
Branding India initiative ,[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
© Arvind Lodaya, 2002
Identity & culture:  du Guy, Hall et al. © Arvind Lodaya, 2002 identity/difference: identification production representation regulation consumption
The Identity Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
© Arvind Lodaya, 2002 Audit & benchmark actual performance & value delivered; identify unique competitive attributes & strengths Compile positioning, intents, strategy Is posi- tioning within scope of delivery? Audit perceptions Does posi- tioning exploit unique strengths? Does positioning reflect strategy? Do percep- tions reflect posi- tioning? Do percep- tions reflect actual quality? Do perceptions reflect value-add? Audit communications for efficacy in conveying claims & intents to intended audiences Redefine positioning to reflect performance, unique strengths and intents in the competitive context Audit organisation for its capability and preparedness to deliver against positioning Restructure organisation & communications for maximum efficacy in delivery & conveyance of positioning in competitive context END
Identity tools: EFH’s ORD © Arvind Lodaya, 2002 External Layer: Visible to everyone “ SYMBOLS” 1 st -Level Inner Layer: Visible to everyone who interacts with it “ RITUALS” 2 nd -Level Inner Layer: Visible only to people who deal closely with it “ ROLE MODELS” “ CORE VALUES”
[object Object],© Arvind Lodaya, 2002
Identity categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
Identity structures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
Identity core constituents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
Perceptions audit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002 ,[object Object]
Communications Audit © Arvind Lodaya, 2002 ,[object Object],[object Object],[object Object],[object Object],Product A,B,C… Division A,B,C… Corporate Literature Promotions Advertising Direct Mail Retail/PoS Stationery Signage Vehicles …
5S+2 model: McKinsey © Arvind Lodaya, 2002 Shared Vision, Mission, Values Structure Skills Staff Strategy Systems Style
Positioning guidelines ,[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
Typical identity objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
Ensuring effectiveness ,[object Object],[object Object],© Arvind Lodaya, 2002
10 effectiveness tips (Ind) ,[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
Cynicism ,[object Object],[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
[object Object],[object Object],[object Object],© Arvind Lodaya, 2002
Brand Communities ,[object Object],© Arvind Lodaya, 2002
Thank you. Arvind Lodaya http://geocities.com/lodaia

More Related Content

What's hot

brands management
brands managementbrands management
brands management
Gurkirat Dhaliwal
 
Brand Name Changing 101
Brand Name Changing 101Brand Name Changing 101
Brand Name Changing 101
Skalla Marketing
 
Branding and identity an overview lecture
Branding and identity an overview lectureBranding and identity an overview lecture
Branding and identity an overview lecture
The Design Channel, LLC
 
Importance of Brand image
Importance of Brand image Importance of Brand image
Importance of Brand image
Joseph Chimkupete
 
The Branding Imperative, Fanen Acho
The Branding Imperative, Fanen AchoThe Branding Imperative, Fanen Acho
The Branding Imperative, Fanen Acho
Fanen Acho
 
Strategic Design
Strategic DesignStrategic Design
Strategic Design
lodaya
 
Brand identity levels
Brand identity levelsBrand identity levels
Brand identity levels
Prathamesh Navale
 
BRAND IMAGE- AARAMBH PANDEY
BRAND IMAGE- AARAMBH PANDEYBRAND IMAGE- AARAMBH PANDEY
BRAND IMAGE- AARAMBH PANDEY
AARAMBH PANDEY
 
Brand Identity Toolkit 5.7.19
Brand Identity Toolkit 5.7.19Brand Identity Toolkit 5.7.19
Brand Identity Toolkit 5.7.19
Carol Phillips
 
Brand Perception & the 10 Brand Trigger-Points
Brand Perception & the 10 Brand Trigger-PointsBrand Perception & the 10 Brand Trigger-Points
Brand Perception & the 10 Brand Trigger-PointsMichael Cowen
 
The Role of Brand Strategy in Professional Services Marketing
The Role of Brand Strategy in Professional Services MarketingThe Role of Brand Strategy in Professional Services Marketing
The Role of Brand Strategy in Professional Services Marketing
riechesbaird
 
Designing Brand Identity: What's a Brand?
Designing Brand Identity: What's a Brand?Designing Brand Identity: What's a Brand?
Designing Brand Identity: What's a Brand?
Yazan Al Tamimi
 
4. douglas branding, advantages and disadvantages
4. douglas   branding, advantages and disadvantages4. douglas   branding, advantages and disadvantages
4. douglas branding, advantages and disadvantages
Sanjib Pal
 
Brand Elements
Brand ElementsBrand Elements
Brand Elements
Pam C
 
Brand Personality
Brand PersonalityBrand Personality
Brand Personality
Sj -
 
Corporate Reputation or Just Image 2010
Corporate Reputation or Just Image 2010Corporate Reputation or Just Image 2010
Corporate Reputation or Just Image 2010
guest85c7e5
 
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYCHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
Avinash Singh
 
Building a Brand Platform
Building a Brand PlatformBuilding a Brand Platform
Building a Brand Platform
Debbie Elliott
 
Brand Strategy Final To Client
Brand Strategy Final To ClientBrand Strategy Final To Client
Brand Strategy Final To Client
Brand Counsel, LLC
 
Branding In a Troubled Economy
Branding In a Troubled EconomyBranding In a Troubled Economy
Branding In a Troubled Economy
guest1929d4
 

What's hot (20)

brands management
brands managementbrands management
brands management
 
Brand Name Changing 101
Brand Name Changing 101Brand Name Changing 101
Brand Name Changing 101
 
Branding and identity an overview lecture
Branding and identity an overview lectureBranding and identity an overview lecture
Branding and identity an overview lecture
 
Importance of Brand image
Importance of Brand image Importance of Brand image
Importance of Brand image
 
The Branding Imperative, Fanen Acho
The Branding Imperative, Fanen AchoThe Branding Imperative, Fanen Acho
The Branding Imperative, Fanen Acho
 
Strategic Design
Strategic DesignStrategic Design
Strategic Design
 
Brand identity levels
Brand identity levelsBrand identity levels
Brand identity levels
 
BRAND IMAGE- AARAMBH PANDEY
BRAND IMAGE- AARAMBH PANDEYBRAND IMAGE- AARAMBH PANDEY
BRAND IMAGE- AARAMBH PANDEY
 
Brand Identity Toolkit 5.7.19
Brand Identity Toolkit 5.7.19Brand Identity Toolkit 5.7.19
Brand Identity Toolkit 5.7.19
 
Brand Perception & the 10 Brand Trigger-Points
Brand Perception & the 10 Brand Trigger-PointsBrand Perception & the 10 Brand Trigger-Points
Brand Perception & the 10 Brand Trigger-Points
 
The Role of Brand Strategy in Professional Services Marketing
The Role of Brand Strategy in Professional Services MarketingThe Role of Brand Strategy in Professional Services Marketing
The Role of Brand Strategy in Professional Services Marketing
 
Designing Brand Identity: What's a Brand?
Designing Brand Identity: What's a Brand?Designing Brand Identity: What's a Brand?
Designing Brand Identity: What's a Brand?
 
4. douglas branding, advantages and disadvantages
4. douglas   branding, advantages and disadvantages4. douglas   branding, advantages and disadvantages
4. douglas branding, advantages and disadvantages
 
Brand Elements
Brand ElementsBrand Elements
Brand Elements
 
Brand Personality
Brand PersonalityBrand Personality
Brand Personality
 
Corporate Reputation or Just Image 2010
Corporate Reputation or Just Image 2010Corporate Reputation or Just Image 2010
Corporate Reputation or Just Image 2010
 
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYCHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
 
Building a Brand Platform
Building a Brand PlatformBuilding a Brand Platform
Building a Brand Platform
 
Brand Strategy Final To Client
Brand Strategy Final To ClientBrand Strategy Final To Client
Brand Strategy Final To Client
 
Branding In a Troubled Economy
Branding In a Troubled EconomyBranding In a Troubled Economy
Branding In a Troubled Economy
 

Viewers also liked

The basics of corporate identity
The basics of corporate identityThe basics of corporate identity
The basics of corporate identity
Alexandra Chudinova
 
Public Relations Program Planning
Public Relations Program PlanningPublic Relations Program Planning
Public Relations Program Planning
Barbara Nixon
 
Pr planning and programming
Pr planning and programmingPr planning and programming
Pr planning and programmingElsVanBetsbrugge
 
Stratégie d'Entreprise - Présentation de Palantir
Stratégie d'Entreprise - Présentation de PalantirStratégie d'Entreprise - Présentation de Palantir
Stratégie d'Entreprise - Présentation de Palantir
Martin Durieux
 
Chanel, étude de produit chanel numéro 5
Chanel, étude de produit chanel numéro 5Chanel, étude de produit chanel numéro 5
Chanel, étude de produit chanel numéro 5
Nicolas Hermand
 
Influencer Content Studio by Reech
Influencer Content Studio by ReechInfluencer Content Studio by Reech
Influencer Content Studio by Reech
Reech
 
La bulle de François - Vaincre l'Autisme
La bulle de François - Vaincre l'AutismeLa bulle de François - Vaincre l'Autisme
La bulle de François - Vaincre l'Autisme
HETIC
 
Deedoo - Equipe 01
Deedoo - Equipe 01Deedoo - Equipe 01
Deedoo - Equipe 01
HETIC
 
Totec ugc tourisme by mae
Totec ugc tourisme by maeTotec ugc tourisme by mae
Totec ugc tourisme by mae
Mohamed Ali ELLOUMI
 
Le ciblage d'audience pour les marques de grande consommation fanny mandar ...
Le ciblage d'audience pour les marques de grande consommation   fanny mandar ...Le ciblage d'audience pour les marques de grande consommation   fanny mandar ...
Le ciblage d'audience pour les marques de grande consommation fanny mandar ...
Indépendant
 
Brand Identity Presentation
Brand Identity PresentationBrand Identity Presentation
Brand Identity Presentation
Andy Fuller
 
Appel d'offres - Jeux Olympique 2024
Appel d'offres - Jeux Olympique 2024Appel d'offres - Jeux Olympique 2024
Appel d'offres - Jeux Olympique 2024
HETIC
 
Brand Identity Presentation
Brand Identity PresentationBrand Identity Presentation
Brand Identity Presentation
Uber Space Solutions
 
#WANTEDNESS « I want you to want me »: d’un consommateur loyal à une marque l...
#WANTEDNESS « I want you to want me »: d’un consommateur loyal à une marque l...#WANTEDNESS « I want you to want me »: d’un consommateur loyal à une marque l...
#WANTEDNESS « I want you to want me »: d’un consommateur loyal à une marque l...
Marketo
 
Présentation agence SOxH factory, agence de communication intégrée
Présentation agence SOxH factory, agence de communication intégréePrésentation agence SOxH factory, agence de communication intégrée
Présentation agence SOxH factory, agence de communication intégrée
SOxH factory
 
Appel d'offres - JO 2024
Appel d'offres - JO 2024Appel d'offres - JO 2024
Appel d'offres - JO 2024
HETIC
 
Brand Content - Start Up Insider
Brand Content - Start Up InsiderBrand Content - Start Up Insider
Brand Content - Start Up Insider
Martin Durieux
 
Le Raid 4L Trophy - SMS
Le Raid 4L Trophy - SMSLe Raid 4L Trophy - SMS
Le Raid 4L Trophy - SMS
HETIC
 
Le chatbot présidentiel
Le chatbot présidentielLe chatbot présidentiel
Le chatbot présidentiel
HETIC
 

Viewers also liked (20)

The basics of corporate identity
The basics of corporate identityThe basics of corporate identity
The basics of corporate identity
 
Public Relations Program Planning
Public Relations Program PlanningPublic Relations Program Planning
Public Relations Program Planning
 
Pr planning and programming
Pr planning and programmingPr planning and programming
Pr planning and programming
 
Public Relations
Public RelationsPublic Relations
Public Relations
 
Stratégie d'Entreprise - Présentation de Palantir
Stratégie d'Entreprise - Présentation de PalantirStratégie d'Entreprise - Présentation de Palantir
Stratégie d'Entreprise - Présentation de Palantir
 
Chanel, étude de produit chanel numéro 5
Chanel, étude de produit chanel numéro 5Chanel, étude de produit chanel numéro 5
Chanel, étude de produit chanel numéro 5
 
Influencer Content Studio by Reech
Influencer Content Studio by ReechInfluencer Content Studio by Reech
Influencer Content Studio by Reech
 
La bulle de François - Vaincre l'Autisme
La bulle de François - Vaincre l'AutismeLa bulle de François - Vaincre l'Autisme
La bulle de François - Vaincre l'Autisme
 
Deedoo - Equipe 01
Deedoo - Equipe 01Deedoo - Equipe 01
Deedoo - Equipe 01
 
Totec ugc tourisme by mae
Totec ugc tourisme by maeTotec ugc tourisme by mae
Totec ugc tourisme by mae
 
Le ciblage d'audience pour les marques de grande consommation fanny mandar ...
Le ciblage d'audience pour les marques de grande consommation   fanny mandar ...Le ciblage d'audience pour les marques de grande consommation   fanny mandar ...
Le ciblage d'audience pour les marques de grande consommation fanny mandar ...
 
Brand Identity Presentation
Brand Identity PresentationBrand Identity Presentation
Brand Identity Presentation
 
Appel d'offres - Jeux Olympique 2024
Appel d'offres - Jeux Olympique 2024Appel d'offres - Jeux Olympique 2024
Appel d'offres - Jeux Olympique 2024
 
Brand Identity Presentation
Brand Identity PresentationBrand Identity Presentation
Brand Identity Presentation
 
#WANTEDNESS « I want you to want me »: d’un consommateur loyal à une marque l...
#WANTEDNESS « I want you to want me »: d’un consommateur loyal à une marque l...#WANTEDNESS « I want you to want me »: d’un consommateur loyal à une marque l...
#WANTEDNESS « I want you to want me »: d’un consommateur loyal à une marque l...
 
Présentation agence SOxH factory, agence de communication intégrée
Présentation agence SOxH factory, agence de communication intégréePrésentation agence SOxH factory, agence de communication intégrée
Présentation agence SOxH factory, agence de communication intégrée
 
Appel d'offres - JO 2024
Appel d'offres - JO 2024Appel d'offres - JO 2024
Appel d'offres - JO 2024
 
Brand Content - Start Up Insider
Brand Content - Start Up InsiderBrand Content - Start Up Insider
Brand Content - Start Up Insider
 
Le Raid 4L Trophy - SMS
Le Raid 4L Trophy - SMSLe Raid 4L Trophy - SMS
Le Raid 4L Trophy - SMS
 
Le chatbot présidentiel
Le chatbot présidentielLe chatbot présidentiel
Le chatbot présidentiel
 

Similar to Corporate Identity

Design for Growth: Leading through Disruption
	Design for Growth: Leading through Disruption	Design for Growth: Leading through Disruption
Design for Growth: Leading through Disruption
NUS-ISS
 
Brand Harvest Credentials 2013
Brand Harvest Credentials 2013Brand Harvest Credentials 2013
Brand Harvest Credentials 2013
Bibhash Banerjee
 
Building brand equity
Building brand equityBuilding brand equity
Building brand equity
Ademola Akinbola
 
Ips Group Capabilities
Ips Group CapabilitiesIps Group Capabilities
Ips Group Capabilities
rddonovan1
 
Marketing Excellence- IDEO
Marketing Excellence- IDEOMarketing Excellence- IDEO
Marketing Excellence- IDEO
Asif Momin
 
Marketing Strategy, Tools & Tactics
Marketing Strategy, Tools & TacticsMarketing Strategy, Tools & Tactics
Marketing Strategy, Tools & Tactics
Seth Familian
 
Brand Drift highlights
Brand Drift highlightsBrand Drift highlights
Brand Drift highlights
Anup Soans
 
June 2022 DEI Leader Network - The Link between ESG and DEI 0615.pdf
June  2022 DEI Leader Network - The Link between ESG and DEI 0615.pdfJune  2022 DEI Leader Network - The Link between ESG and DEI 0615.pdf
June 2022 DEI Leader Network - The Link between ESG and DEI 0615.pdf
DiversityWorks1
 
BrandBall credentials
BrandBall credentialsBrandBall credentials
BrandBall credentials
BrandBall LLP
 
Wemakedesign creds 2014
Wemakedesign creds 2014Wemakedesign creds 2014
Wemakedesign creds 2014Adam Gallacher
 
8 Steps to Successful Brand Reputation Measurement
8 Steps to Successful Brand Reputation Measurement8 Steps to Successful Brand Reputation Measurement
8 Steps to Successful Brand Reputation Measurement
Luca Sanfelici
 
A project report jyotsana
A project report jyotsanaA project report jyotsana
A project report jyotsana
manjeet singh
 
Business Model Canvas
Business Model CanvasBusiness Model Canvas
Business Model Canvas
Raghuveer Kovuru
 
The 10 Most Promising CEOs to Watch in 2022 Vol-2.pdf
The 10 Most Promising CEOs to Watch in 2022 Vol-2.pdfThe 10 Most Promising CEOs to Watch in 2022 Vol-2.pdf
The 10 Most Promising CEOs to Watch in 2022 Vol-2.pdf
Insights success media and technology pvt ltd
 
Ray+Keshavan | The Brand Union – Infrastructure
Ray+Keshavan | The Brand Union – InfrastructureRay+Keshavan | The Brand Union – Infrastructure
Ray+Keshavan | The Brand Union – Infrastructure
Ray+Keshavan | The Brand Union
 
Ray+Keshavan | The Brand Union – Financial Services
Ray+Keshavan | The Brand Union – Financial ServicesRay+Keshavan | The Brand Union – Financial Services
Ray+Keshavan | The Brand Union – Financial Services
Ray+Keshavan | The Brand Union
 
Fuel International Growth | Ed Field - Maverick Marketing
Fuel International Growth | Ed Field - Maverick MarketingFuel International Growth | Ed Field - Maverick Marketing
Fuel International Growth | Ed Field - Maverick Marketing
Enterprise Ireland
 
Rick Case Honda social media SWOT
Rick Case Honda social media SWOTRick Case Honda social media SWOT
Rick Case Honda social media SWOT
Ralph Paglia
 
Rick case social media swot_5
Rick case social media swot_5Rick case social media swot_5
Rick case social media swot_5Ralph Paglia
 

Similar to Corporate Identity (20)

Design for Growth: Leading through Disruption
	Design for Growth: Leading through Disruption	Design for Growth: Leading through Disruption
Design for Growth: Leading through Disruption
 
Brand Harvest Credentials 2013
Brand Harvest Credentials 2013Brand Harvest Credentials 2013
Brand Harvest Credentials 2013
 
Building brand equity
Building brand equityBuilding brand equity
Building brand equity
 
Ips Group Capabilities
Ips Group CapabilitiesIps Group Capabilities
Ips Group Capabilities
 
Marketing Excellence- IDEO
Marketing Excellence- IDEOMarketing Excellence- IDEO
Marketing Excellence- IDEO
 
Marketing Strategy, Tools & Tactics
Marketing Strategy, Tools & TacticsMarketing Strategy, Tools & Tactics
Marketing Strategy, Tools & Tactics
 
Brand Drift highlights
Brand Drift highlightsBrand Drift highlights
Brand Drift highlights
 
June 2022 DEI Leader Network - The Link between ESG and DEI 0615.pdf
June  2022 DEI Leader Network - The Link between ESG and DEI 0615.pdfJune  2022 DEI Leader Network - The Link between ESG and DEI 0615.pdf
June 2022 DEI Leader Network - The Link between ESG and DEI 0615.pdf
 
BrandBall credentials
BrandBall credentialsBrandBall credentials
BrandBall credentials
 
Wemakedesign creds 2014
Wemakedesign creds 2014Wemakedesign creds 2014
Wemakedesign creds 2014
 
8 Steps to Successful Brand Reputation Measurement
8 Steps to Successful Brand Reputation Measurement8 Steps to Successful Brand Reputation Measurement
8 Steps to Successful Brand Reputation Measurement
 
A project report jyotsana
A project report jyotsanaA project report jyotsana
A project report jyotsana
 
Span Digital Cred
Span Digital CredSpan Digital Cred
Span Digital Cred
 
Business Model Canvas
Business Model CanvasBusiness Model Canvas
Business Model Canvas
 
The 10 Most Promising CEOs to Watch in 2022 Vol-2.pdf
The 10 Most Promising CEOs to Watch in 2022 Vol-2.pdfThe 10 Most Promising CEOs to Watch in 2022 Vol-2.pdf
The 10 Most Promising CEOs to Watch in 2022 Vol-2.pdf
 
Ray+Keshavan | The Brand Union – Infrastructure
Ray+Keshavan | The Brand Union – InfrastructureRay+Keshavan | The Brand Union – Infrastructure
Ray+Keshavan | The Brand Union – Infrastructure
 
Ray+Keshavan | The Brand Union – Financial Services
Ray+Keshavan | The Brand Union – Financial ServicesRay+Keshavan | The Brand Union – Financial Services
Ray+Keshavan | The Brand Union – Financial Services
 
Fuel International Growth | Ed Field - Maverick Marketing
Fuel International Growth | Ed Field - Maverick MarketingFuel International Growth | Ed Field - Maverick Marketing
Fuel International Growth | Ed Field - Maverick Marketing
 
Rick Case Honda social media SWOT
Rick Case Honda social media SWOTRick Case Honda social media SWOT
Rick Case Honda social media SWOT
 
Rick case social media swot_5
Rick case social media swot_5Rick case social media swot_5
Rick case social media swot_5
 

More from lodaya

Disruption Pandemic!
Disruption Pandemic!Disruption Pandemic!
Disruption Pandemic!
lodaya
 
Social Design in Times of the Coronavirus
Social Design in Times of the CoronavirusSocial Design in Times of the Coronavirus
Social Design in Times of the Coronavirus
lodaya
 
Design Ethics: a discussion
Design Ethics: a discussionDesign Ethics: a discussion
Design Ethics: a discussion
lodaya
 
Design Futures : Some Speculations
Design Futures : Some SpeculationsDesign Futures : Some Speculations
Design Futures : Some Speculations
lodaya
 
6½_revisited
6½_revisited6½_revisited
6½_revisited
lodaya
 
DCID_brief
DCID_briefDCID_brief
DCID_brieflodaya
 
New Brief for Design—Manoeuvering the Behavioural Iceberg
New Brief for Design—Manoeuvering the Behavioural IcebergNew Brief for Design—Manoeuvering the Behavioural Iceberg
New Brief for Design—Manoeuvering the Behavioural Iceberg
lodaya
 
Smart Swaraj
Smart SwarajSmart Swaraj
Smart Swaraj
lodaya
 
Introducing Design in the IT Services/Enterprise domain
Introducing Design in the IT Services/Enterprise domainIntroducing Design in the IT Services/Enterprise domain
Introducing Design in the IT Services/Enterprise domain
lodaya
 
Sustainable Design for Entrepreneurs
Sustainable Design for EntrepreneursSustainable Design for Entrepreneurs
Sustainable Design for Entrepreneurs
lodaya
 
Presentation to AIESEC gathering
Presentation to AIESEC gatheringPresentation to AIESEC gathering
Presentation to AIESEC gathering
lodaya
 
Curiosite: what curators do
Curiosite: what curators doCuriosite: what curators do
Curiosite: what curators do
lodaya
 
Service Design: New or Ancient Field?
Service Design: New or Ancient Field?Service Design: New or Ancient Field?
Service Design: New or Ancient Field?
lodaya
 
Democratising Culture
Democratising CultureDemocratising Culture
Democratising Culture
lodaya
 
Designing Our Lives
Designing Our LivesDesigning Our Lives
Designing Our Lives
lodaya
 
Effective Presentations
Effective PresentationsEffective Presentations
Effective Presentations
lodaya
 
Graphic Design Gallery
Graphic Design GalleryGraphic Design Gallery
Graphic Design Gallery
lodaya
 
Raising The Bar
Raising The BarRaising The Bar
Raising The Bar
lodaya
 

More from lodaya (18)

Disruption Pandemic!
Disruption Pandemic!Disruption Pandemic!
Disruption Pandemic!
 
Social Design in Times of the Coronavirus
Social Design in Times of the CoronavirusSocial Design in Times of the Coronavirus
Social Design in Times of the Coronavirus
 
Design Ethics: a discussion
Design Ethics: a discussionDesign Ethics: a discussion
Design Ethics: a discussion
 
Design Futures : Some Speculations
Design Futures : Some SpeculationsDesign Futures : Some Speculations
Design Futures : Some Speculations
 
6½_revisited
6½_revisited6½_revisited
6½_revisited
 
DCID_brief
DCID_briefDCID_brief
DCID_brief
 
New Brief for Design—Manoeuvering the Behavioural Iceberg
New Brief for Design—Manoeuvering the Behavioural IcebergNew Brief for Design—Manoeuvering the Behavioural Iceberg
New Brief for Design—Manoeuvering the Behavioural Iceberg
 
Smart Swaraj
Smart SwarajSmart Swaraj
Smart Swaraj
 
Introducing Design in the IT Services/Enterprise domain
Introducing Design in the IT Services/Enterprise domainIntroducing Design in the IT Services/Enterprise domain
Introducing Design in the IT Services/Enterprise domain
 
Sustainable Design for Entrepreneurs
Sustainable Design for EntrepreneursSustainable Design for Entrepreneurs
Sustainable Design for Entrepreneurs
 
Presentation to AIESEC gathering
Presentation to AIESEC gatheringPresentation to AIESEC gathering
Presentation to AIESEC gathering
 
Curiosite: what curators do
Curiosite: what curators doCuriosite: what curators do
Curiosite: what curators do
 
Service Design: New or Ancient Field?
Service Design: New or Ancient Field?Service Design: New or Ancient Field?
Service Design: New or Ancient Field?
 
Democratising Culture
Democratising CultureDemocratising Culture
Democratising Culture
 
Designing Our Lives
Designing Our LivesDesigning Our Lives
Designing Our Lives
 
Effective Presentations
Effective PresentationsEffective Presentations
Effective Presentations
 
Graphic Design Gallery
Graphic Design GalleryGraphic Design Gallery
Graphic Design Gallery
 
Raising The Bar
Raising The BarRaising The Bar
Raising The Bar
 

Recently uploaded

ikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdfikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdf
agatadrynko
 
The-McKinsey-7S-Framework. strategic management
The-McKinsey-7S-Framework. strategic managementThe-McKinsey-7S-Framework. strategic management
The-McKinsey-7S-Framework. strategic management
Bojamma2
 
Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...
dylandmeas
 
Enterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdfEnterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdf
KaiNexus
 
Sustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & EconomySustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & Economy
Operational Excellence Consulting
 
FINAL PRESENTATION.pptx12143241324134134
FINAL PRESENTATION.pptx12143241324134134FINAL PRESENTATION.pptx12143241324134134
FINAL PRESENTATION.pptx12143241324134134
LR1709MUSIC
 
The Parable of the Pipeline a book every new businessman or business student ...
The Parable of the Pipeline a book every new businessman or business student ...The Parable of the Pipeline a book every new businessman or business student ...
The Parable of the Pipeline a book every new businessman or business student ...
awaisafdar
 
Cracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptxCracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptx
Workforce Group
 
Memorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.pptMemorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.ppt
seri bangash
 
LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024
Lital Barkan
 
20240425_ TJ Communications Credentials_compressed.pdf
20240425_ TJ Communications Credentials_compressed.pdf20240425_ TJ Communications Credentials_compressed.pdf
20240425_ TJ Communications Credentials_compressed.pdf
tjcomstrang
 
ModelingMarketingStrategiesMKS.CollumbiaUniversitypdf
ModelingMarketingStrategiesMKS.CollumbiaUniversitypdfModelingMarketingStrategiesMKS.CollumbiaUniversitypdf
ModelingMarketingStrategiesMKS.CollumbiaUniversitypdf
fisherameliaisabella
 
BeMetals Presentation_May_22_2024 .pdf
BeMetals Presentation_May_22_2024   .pdfBeMetals Presentation_May_22_2024   .pdf
BeMetals Presentation_May_22_2024 .pdf
DerekIwanaka1
 
Kseniya Leshchenko: Shared development support service model as the way to ma...
Kseniya Leshchenko: Shared development support service model as the way to ma...Kseniya Leshchenko: Shared development support service model as the way to ma...
Kseniya Leshchenko: Shared development support service model as the way to ma...
Lviv Startup Club
 
The effects of customers service quality and online reviews on customer loyal...
The effects of customers service quality and online reviews on customer loyal...The effects of customers service quality and online reviews on customer loyal...
The effects of customers service quality and online reviews on customer loyal...
balatucanapplelovely
 
Maksym Vyshnivetskyi: PMO Quality Management (UA)
Maksym Vyshnivetskyi: PMO Quality Management (UA)Maksym Vyshnivetskyi: PMO Quality Management (UA)
Maksym Vyshnivetskyi: PMO Quality Management (UA)
Lviv Startup Club
 
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdf
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdfSearch Disrupted Google’s Leaked Documents Rock the SEO World.pdf
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdf
Arihant Webtech Pvt. Ltd
 
Digital Transformation and IT Strategy Toolkit and Templates
Digital Transformation and IT Strategy Toolkit and TemplatesDigital Transformation and IT Strategy Toolkit and Templates
Digital Transformation and IT Strategy Toolkit and Templates
Aurelien Domont, MBA
 
CADAVER AS OUR FIRST TEACHER anatomt in your.pptx
CADAVER AS OUR FIRST TEACHER anatomt in your.pptxCADAVER AS OUR FIRST TEACHER anatomt in your.pptx
CADAVER AS OUR FIRST TEACHER anatomt in your.pptx
fakeloginn69
 
Business Valuation Principles for Entrepreneurs
Business Valuation Principles for EntrepreneursBusiness Valuation Principles for Entrepreneurs
Business Valuation Principles for Entrepreneurs
Ben Wann
 

Recently uploaded (20)

ikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdfikea_woodgreen_petscharity_dog-alogue_digital.pdf
ikea_woodgreen_petscharity_dog-alogue_digital.pdf
 
The-McKinsey-7S-Framework. strategic management
The-McKinsey-7S-Framework. strategic managementThe-McKinsey-7S-Framework. strategic management
The-McKinsey-7S-Framework. strategic management
 
Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...Discover the innovative and creative projects that highlight my journey throu...
Discover the innovative and creative projects that highlight my journey throu...
 
Enterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdfEnterprise Excellence is Inclusive Excellence.pdf
Enterprise Excellence is Inclusive Excellence.pdf
 
Sustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & EconomySustainability: Balancing the Environment, Equity & Economy
Sustainability: Balancing the Environment, Equity & Economy
 
FINAL PRESENTATION.pptx12143241324134134
FINAL PRESENTATION.pptx12143241324134134FINAL PRESENTATION.pptx12143241324134134
FINAL PRESENTATION.pptx12143241324134134
 
The Parable of the Pipeline a book every new businessman or business student ...
The Parable of the Pipeline a book every new businessman or business student ...The Parable of the Pipeline a book every new businessman or business student ...
The Parable of the Pipeline a book every new businessman or business student ...
 
Cracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptxCracking the Workplace Discipline Code Main.pptx
Cracking the Workplace Discipline Code Main.pptx
 
Memorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.pptMemorandum Of Association Constitution of Company.ppt
Memorandum Of Association Constitution of Company.ppt
 
LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024LA HUG - Video Testimonials with Chynna Morgan - June 2024
LA HUG - Video Testimonials with Chynna Morgan - June 2024
 
20240425_ TJ Communications Credentials_compressed.pdf
20240425_ TJ Communications Credentials_compressed.pdf20240425_ TJ Communications Credentials_compressed.pdf
20240425_ TJ Communications Credentials_compressed.pdf
 
ModelingMarketingStrategiesMKS.CollumbiaUniversitypdf
ModelingMarketingStrategiesMKS.CollumbiaUniversitypdfModelingMarketingStrategiesMKS.CollumbiaUniversitypdf
ModelingMarketingStrategiesMKS.CollumbiaUniversitypdf
 
BeMetals Presentation_May_22_2024 .pdf
BeMetals Presentation_May_22_2024   .pdfBeMetals Presentation_May_22_2024   .pdf
BeMetals Presentation_May_22_2024 .pdf
 
Kseniya Leshchenko: Shared development support service model as the way to ma...
Kseniya Leshchenko: Shared development support service model as the way to ma...Kseniya Leshchenko: Shared development support service model as the way to ma...
Kseniya Leshchenko: Shared development support service model as the way to ma...
 
The effects of customers service quality and online reviews on customer loyal...
The effects of customers service quality and online reviews on customer loyal...The effects of customers service quality and online reviews on customer loyal...
The effects of customers service quality and online reviews on customer loyal...
 
Maksym Vyshnivetskyi: PMO Quality Management (UA)
Maksym Vyshnivetskyi: PMO Quality Management (UA)Maksym Vyshnivetskyi: PMO Quality Management (UA)
Maksym Vyshnivetskyi: PMO Quality Management (UA)
 
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdf
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdfSearch Disrupted Google’s Leaked Documents Rock the SEO World.pdf
Search Disrupted Google’s Leaked Documents Rock the SEO World.pdf
 
Digital Transformation and IT Strategy Toolkit and Templates
Digital Transformation and IT Strategy Toolkit and TemplatesDigital Transformation and IT Strategy Toolkit and Templates
Digital Transformation and IT Strategy Toolkit and Templates
 
CADAVER AS OUR FIRST TEACHER anatomt in your.pptx
CADAVER AS OUR FIRST TEACHER anatomt in your.pptxCADAVER AS OUR FIRST TEACHER anatomt in your.pptx
CADAVER AS OUR FIRST TEACHER anatomt in your.pptx
 
Business Valuation Principles for Entrepreneurs
Business Valuation Principles for EntrepreneursBusiness Valuation Principles for Entrepreneurs
Business Valuation Principles for Entrepreneurs
 

Corporate Identity

  • 1. Corporate Identity and Reputation Live the Image.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. © Arvind Lodaya, 2002 Find & build your own strengths, but don’t make claims you can’t deliver on. Let customers perceive your strengths in a memorable & meaningful manner. Perform / Deliver better than what your customers expect from you.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 27.
  • 28.
  • 30.
  • 31.
  • 33. Identity & culture: du Guy, Hall et al. © Arvind Lodaya, 2002 identity/difference: identification production representation regulation consumption
  • 34.
  • 35. © Arvind Lodaya, 2002 Audit & benchmark actual performance & value delivered; identify unique competitive attributes & strengths Compile positioning, intents, strategy Is posi- tioning within scope of delivery? Audit perceptions Does posi- tioning exploit unique strengths? Does positioning reflect strategy? Do percep- tions reflect posi- tioning? Do percep- tions reflect actual quality? Do perceptions reflect value-add? Audit communications for efficacy in conveying claims & intents to intended audiences Redefine positioning to reflect performance, unique strengths and intents in the competitive context Audit organisation for its capability and preparedness to deliver against positioning Restructure organisation & communications for maximum efficacy in delivery & conveyance of positioning in competitive context END
  • 36. Identity tools: EFH’s ORD © Arvind Lodaya, 2002 External Layer: Visible to everyone “ SYMBOLS” 1 st -Level Inner Layer: Visible to everyone who interacts with it “ RITUALS” 2 nd -Level Inner Layer: Visible only to people who deal closely with it “ ROLE MODELS” “ CORE VALUES”
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43. 5S+2 model: McKinsey © Arvind Lodaya, 2002 Shared Vision, Mission, Values Structure Skills Staff Strategy Systems Style
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52. Thank you. Arvind Lodaya http://geocities.com/lodaia