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What Is A Corporate Image

Corporate image and identity are important concepts for companies. Corporate image is how a target group perceives a company based on its marketing communications, but different target groups can have varying perceptions of the same company. For example, some see Apple as trendy while others see it as closed or old-fashioned. Corporate identity contains a company's core values and strategic vision for the future. A company aims to align its marketing communications to translate its identity into its desired image, but sometimes there is a mismatch that requires adjusting internal factors like employee understanding or external factors like advertising messages.

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82 views

What Is A Corporate Image

Corporate image and identity are important concepts for companies. Corporate image is how a target group perceives a company based on its marketing communications, but different target groups can have varying perceptions of the same company. For example, some see Apple as trendy while others see it as closed or old-fashioned. Corporate identity contains a company's core values and strategic vision for the future. A company aims to align its marketing communications to translate its identity into its desired image, but sometimes there is a mismatch that requires adjusting internal factors like employee understanding or external factors like advertising messages.

Uploaded by

Ellington Denhere
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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What is a corporate image?

What are the qualities a company is recognised for? Corporate image encompasses
the perception that a target group has over a certain company. An example: for a
large group of consumers Apple is known as Trendy and Hip. Another part of the
market has the preference for android smartphones instead and thinks differently
about Apple. This group, on the contrary, will think of qualities such as Closed or
Old-fashioned. Apple’s image is thus modern and hip for a target group but then also
closed and old-fashioned for another target group. Image is built by the sum of
marketing communications from a company and the interpretation by the receivers.
That is why there is also a distinction between actual image and desired image.

Actual Image
Actual image is what the receiver thinks about a company.

Desired Image
Desired image is what the company would like to be seen. A company tries to
achieve the desired image through marketing communication (such as by
advertisement).

What is corporate identity?Besides a corporate image, a business also


has a corporate identity and this contains all external and internal qualities of the

organisation. Corporate identity is strategic and contains values of what the business

is and would like to be in the future. They are core values that the whole company is
immersed in. Business policy is harmonised with these values and it would also like

to reflect these values in the image. Through marketing communication, an attempt

is made to reflect the identity in the target group’s head: Image.

Here also stands a distinction between actual identity and desired identity.

Actual Identity
Actual identity is what the company is in practice.

Desired Identity
Desired identity is what the company would like to be.

Conclusion: Distinction between image and identity


Corporate identity is potentially the core values of a business. Corporate image is
potentially how the target group thinks about a business. A company attempts to
translate the identity into the image by using marketing communication such as
advertisement. Sometimes the desired identity agrees with the desired image while
in other cases this is not true and one attempts to improve it until it is so. The
problem may lie on the side of the identity. In that case, factors within the
organisation must be adjusted such as informing the employees or changing the
organisation. On the other side, the image can not match due to the target group’s
incorrect perception. In that case, there is a mistake in marketing communication and
it is important to, for example, change the message of the advertising output.

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