The document defines key concepts related to corporate identity, image, and reputation. It discusses how corporate identity is the tangible manifestation of a corporate personality and is communicated through symbols, behaviors, and communication. Corporate image is stakeholders' immediate impression, while corporate reputation develops over time based on past performance and communication. The role of corporate communicators is to manage these elements and align identity, image, and reputation by understanding gaps between internal and external perceptions.

1. Image, Identity, Relationship: A Theoretical Overview David Phillips Lecturer http:leverwealth.blogspot.com

2. Aims of lecture To define and distinguish concepts of image , identity , reputation and corporate brand To explore the relationship between corporate identity and corporate reputation To discuss the role of the corporate communicator

3. Image, identity, reputation Image Identity Reputation

4. Corporate identity ‘ The picture of the organization that is presented to external stakeholders’ Cornelissen 2008 p69

5. Importance of corporate identity Distinctiveness: may help stakeholders find or recognise a corporation Impact: provides a basis for being favoured by stakeholders Stakeholders: by projecting a consistent identity, they avoid pitfalls of multiple conflicting images and messages Cornelissen 2009, p65-66

6. Origins of corporate identity Initially, term was restricted to logos and other elements of visual design Came to be associated with all forms of communication and behaviour

7. Model of corporate identity Corporate personality Communication Behaviour Symbolism Birkigt and Stadler 1986

8. Developing corporate identity Mission (who) Vision (what) Culture (the way we do things) Corporate personality

9. Corporate personality or corporate identity? ‘ Corporate personality… is the soul, the persona, the spirit, the culture of the organisation manifested in some way. The corporate personality is not necessarily something tangible that you can see, feel or touch. ‘ The tangible manifestation of a corporate personality is a corporate identity. It is the identity that projects and reflects the corporate personality’. Olins 1978

10. MEDIA WOM REPUTATION Organisational identity Corporate identity Products & services Communications Employee behaviour Cornelissen 2004, p69

11. Corporate Identity ‘ the sum of all the ways a company chooses to identify itself to all its publics’ (Margulies) Traditionally, this meant logo and other symbols; now covers communications and employee behaviour ‘ the self-representation of an organisation through communications, products and services and employee behaviour’ (Cornelissen) Tangible manifestation of corporate personality (Olins)

12. Communicating Corporate Identity The experienced and skilled communicator uses symbols , communication and behaviour to convey the identity of the organisation (Dolphin 1999)

13. Communicating corporate identity Symbols names, logos, colours, icons, heraldry, flags, brand marks, corporate HQ, uniforms A sign that causes one to feel, or to behave in a certain way (Heath, 1994) A powerful corporate tool - it may increase the attraction of communications output Short, sharp message - can help the recipient to recall something instantly

14. Communicating corporate identity Communication - verbal and visual messages Behaviour - what the organization does and the way it does it

15. Image, identity, reputation Image Identity Reputation

16. Corporate image ‘ a stakeholder’s immediate impression of an organization in relation to a specific message or image’ Cornelissen 2008 p70

17. Corporate Image ‘ The immediate mental picture that audiences have of an organization.’ (Gray and Balmer) ‘ The global evaluation (comprised of a set of beliefs and feelings) a person has about an organization’ Dowling, 2001:19

18. Image, identity, reputation Image Identity Reputation

19. Corporate reputation ‘ a stakeholder’s collective representation of past images of an organization (induced through either communication or past experiences) established over time’ Cornelissen 2008 p70 ‘ A good corporate reputation has a strategic value for the organization that possesses it. It ensures acceptance and legitimacy from stakeholder groups, generates returns, and may offer a competitive advantage as it forms an asset that is difficult to imitate.’ Cornelissen 2008 p69

20. Corporate Reputation Important intangible asset: “ A perceptual representation of a company’s past actions and future prospects that describe the firm’s overall appeal to all of its key constituents when compared to other leading rivals” ( Fombrun )

21. Corporate Reputation “ A perceptual representation of a company’s past actions and future prospects that describe the firm’s overall appeal to all of its key constituents when compared to other leading rivals” ( Fombrun ) “ Corporate reputations…typically evolve over time as a result of consistent performance, reinforced by effective communication, whereas corporate images can be fashioned more quickly through well-conceived communication programs” (Gray and Balmer)

22. Reputational assets (Fombrun and Van Riel 2003) Organisations with the strongest reputations are characterised by: Visibility : the degree to which corporate themes are visible in all internal and external communication Distinctiveness : the degree to which the positioning is distinctive

23. Reputational assets (Fombrun and Van Riel 2003) Authenticity : the degree to which an organisation communicates values that are embedded in its culture Transparency: the degree to which an organisation is open and transparent about its behaviour Consistency : the degree to which organisations communicate consistent messages through all channels

24. Identity and reputation Culture history Corporate strategy CI-mix Behaviour Communication Symbolism Corporate reputation Performance Financial Sales Environment HRM Based on van Riel and Balmer 1997

25. Aligning identity, image, reputation Vision (managers) Culture (employees) Image (stakeholders) Vision-culture gap Image-culture gap Image-vision gap Hatch and Schultz 2001

26. Case study: British Airways to BA Management vision: to become ‘the undisputed leader in world travel’ Repositioning the company: blend of traditional British and new cosmopolitan elements New visual identity 1997 : 50 ethnic designs for tailfins Adverse reaction : from customers, from cabin crew (vision-image gap and vision-culture gap) Reversal of policy in 2000 : return to Union flag Cornelissen 2008 pp72-73

27. Linking Identity to Image van Riel, 1995: 33 Corporate Identity Corporate Image Communication Symbolism Corporate Personality Behaviour Behaviour Symbolism Communication Corporate Personality

28. Identity vs Image Internal – External Self – Other Singular - Multiple (Hatch and Schultz, 2000: 21-24)

29. Image v reputation ‘ Corporate image is the immediate mental picture that audiences have of an organization. ‘ Corporate reputations , on the other hand, typically evolve over time as a result of consistent performance, reinforced by effective communication, whereas corporate images can be fashioned more quickly through well-conceived communication programs.’ Gray and Balmer 1998

30. Transparency Relationship between identity and reputation should be based on transparency (ie not discrepancy ) (Fombrum and Rindova) ‘ a state in which internal identity… reflects positively on the expectations of key stakeholders and the beliefs of these stakeholders about the firm reflect accurately the internally-held identity.’

31. Corporate identity planning Van Riel’s model (1995) 1. What is our current image? 2. What do we need it to be? 3. What is the difference? 4. What changes must be made to narrow the gap?

32. Managing corporate identity for image development conduct research to determine senior management and a range of stakeholders’ views on actual and desired image audit all elements of existing identity to see if they fit desired image formulate a plan to adjust the corporate identity if necessary

33. Possible objectives of Corporate Identity Policy Programme (Van Riel) maintain current position ( 1 and 2 are the same) adjust current position (1 and 2 are slightly dissonant) determine an entirely new position (1 and 2 are vastly different) Managing corporate identity for image development

34. Researching actual and desired corporate image Balmer’s Affinity Audit (1996, Van Riel and Balmer 1997) 1. Establish corporate mission and strategy 2. Reveal dominant values and beliefs 3. Evaluate values and beliefs against corporate mission and strategy. 4. Nurture values and beliefs that support the mission/strategy

35. Auditing existing corporate identity Communication and behavioural audits behavioural audits = attitude surveys - job satisfaction, effectiveness of policies, behaviour communication audits = documents, verbal and non-verbal communications Symbols - Visual and design audit

36. Identity structures (Olins 1989) Monolithic - whole company uses one visual style eg Virgin, Shell, Sony, Microsoft Endorsed - subsidiary companies have own style, but parent company remains recognizable in the background eg General Motors, Nestlé, Cadbury Branded - subsidiaries have own style, and parent company not recognizable eg Procter & Gamble, Unilever, Diageo

37. Corporate brand Corporate branding is a recent term (extension of concept of product branding) Monolithic: everything branded with same company name (Disney, Coca-Cola, Nike) Branded: products brought to market with own name (Unilever and Procter & Gamble) Endorsed: Businesses and products are badged with the parent company name (General Motors, Kellogg, Cadbury)

38. Questions How do you measure corporate reputation? (eg Reputation Quotient) Should stakeholders become involved in corporate identity? Who manages corporate identity?

39. Selected reading Bernstein, D (1984) Company Image and Reality: A critique of corporate communications Cornelissen, J (2004) Corporate Communications: chapter 3 Cornelissen, J (2nd ed 2008) Corporate Communication Dowling, G (2001) Creating Corporate Reputations: Identity, Image and Performance Fombrum, C and Van Riel, C (2003) Fame and Fortune: How successful companies build winning reputations Ind, N (1992) The Corporate Image Olins, W (1999) Corporate identity