The document discusses corporate image and identity. It defines corporate identity as how an organization presents itself through symbols, communication and behavior. Corporate identity is manifested through a corporate identity mix. Corporate image is the perceived sum of an organization based on people's beliefs, ideas and impressions. A positive corporate image can increase profits while a negative image can harm sales and reputation. The document outlines factors that influence corporate identity and image such as logos, communication efforts and public perception over time.

1. CORPORATE IMAGE AND IDENTITY
SUBMITTED BY:
FRENY CHERRY FRANCIS 02
URVASHI 07
POOJA PRAVEEN JAIN 15
BORNA ROY 17

2. INTRODUCTION
IN BUSINESS STUDIES CORPORATE IMAGE
HAS BEEN THE DOMINANT FOCUS UNTIL
(IN THE MID 1990S) GREATER ATTENTION
WAS ACCORDED TO THE CORPORATE
REPUTATION CONCEPT.
THE EMINENT ENGLISH ECONOMIST
BOULDING IS CREDITED WITH BEING THE
FOUNDER OF A DISTINCT LINE OF INQUIRY
RELATING TO BUSINESS IMAGES.

3. PROCESS
Corporate Individual Corporate
Identity Interpretation Image =
$

4. Corporate Image in Relation to Corporate
Identity
Behavior
Corporate
Identity
Corporate Image
Corporate Identity

5. 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
Peggy Simcic Brønn 5

6. CORPORATE IDENTITY MEDIA
• Product • Visit cards
• Price • Buildings
• Logos • Uniforms
• Name • Sponsorship
• Stationery • Packaging
• Brochures • Work environment
• Signs • Figure or “character”
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7. IMPORTANCE OF IDENTITY
• Raises motivation among employees
• Inspires confidence in stakeholder groups
• Acknowledges important role of customers
• Acknowledges vital role of financial groups
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8. TYPES OF CORPORATE IDENTITY
• Monolithic -- Shell, Philips, BMW
• Endorsed -- GM, L’Oreal
• Branded -- Unilever, Orkla
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9. 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)
Peggy Simcic Brønn 9

10. CORPORATE IMAGE IS THE PERCEIVED SUM
OF THE ENTIRE ORGANIZATION - ITS
OBJECTIVES AND PLANS. IT ENCOMPASSES
PRODUCTS, SERVICES, MANAGEMENT
STYLE, COMMUNICATIONS ACTIVITIES AND
ACTIONS AROUND THE WORLD. G.A.
Marken
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11. WHY DO WE NEED TO CARE ABOUT IMAGE?
Consumers are more sophisticated than ever
before
There is more distrust than ever regarding
motives of big business
There has been more changes in the last ten
years than in the last 80
There is a clear relationship between a positive
image and profitability
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12. Image is no longer solely the realm of
marketing, but rather a strategic
instrument of top management.
De Soet (CEO Dutch KLM)
When having to choose similar products, 9
out of 10 consumers base their decisions
on the reputation of the company.
Mackiewicz

13. TODAY’S SITUATION
• PEOPLE BUY THINGS TODAY, NOT JUST BASED ON
QUALITY AND PRICE.
• Programs such as TQM and ISO9000 have
worked
• Organizations need new differentiators, new
USP’s (unique selling propositions)
– Advocacy advertising
– Green advertising
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14. REASONS FOR IMAGE ‘MANAGEMENT’
• General promotion value • Aid in relations with
community/
• Encourage favorable government
behavior towards • Serve corporate objectives
organization • Create familiarity and
• Build sales favorability
• Attract shareholders • Create position in industry
• Attract and motivate • Can demand premium
employees/build morale prices
• Reduce cost of capital
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15. IMAGE LEVELS
• Product class
• Brand
• Company
• Sector
• Shop
• Country
• User
15

16. Some Factors Controlling Company Image
Reality of Newsworthiness Communica- Memory
company* + + tions effort x Time - =
of company decay
Company Image
* Including Diversity of Company
16

17. SOME CORPORATE IDENTITY LOGOS