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LECTURE 3 - Corporate Image

The document discusses the corporate images of Apple and Tesla. It describes how Apple has a diverse product line that appeals to a wide customer base and is known for high-quality, reliable products and a seamless ecosystem. Tesla is seen as a leader in electric vehicles but its consideration score has fallen in recent years, though its vehicles are praised for their quality and futuristic designs.

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Sia Bhalla
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83 views10 pages

LECTURE 3 - Corporate Image

The document discusses the corporate images of Apple and Tesla. It describes how Apple has a diverse product line that appeals to a wide customer base and is known for high-quality, reliable products and a seamless ecosystem. Tesla is seen as a leader in electric vehicles but its consideration score has fallen in recent years, though its vehicles are praised for their quality and futuristic designs.

Uploaded by

Sia Bhalla
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Corporate Image

Corporate Images of APPLE Inc.,


“Apple has a diverse product line that caters to a wide range of consumers. The company's product line
includes iPhones, iPads, Macs, Apple Watches, Apple TV, AirPods, and more. By diversifying its product line,
Apple has been able to appeal to a broader customer base, from tech enthusiasts to casual users.” 5 May
2023

“Apple's reputation for producing high-quality, reliable products contributes to its loyal customer base.”19
Sep 2023

“By seamlessly integrating hardware, software, and services, Apple has created a holistic ecosystem that
provides a superior user experience. The company's commitment to innovation and design excellence has
solidified its position as an industry leader and a brand that consumers trust and admire.” 23 Jul 2023

“Apple makes good quality products that last, and are supported by stores that don't operate on
commissions and thus give good advice and cheerfully fix anything that does go wrong.
Its products work well together. Things communicate so well with each other, and it makes our lives easier .”
Corporate Images of TESLA

“Tesla is seen as a leader in electric vehicle technology, with advanced features like Autopilot and a superior
range that continue to attract buyers. “10 Apr 2024

“Tesla's "consideration score" has fallen significantly over the past few years. In February, the EV-maker's
score on Caliber's metric of whether consumers trust and like a brand and would consider buying its
products plummeted to 31% — less than half its high of 70% in November 2021. “ 2 Apr 2024

“Tesla has received praise for its quality and design, particularly for its interior and futuristic designs. The
owners love the cabins' high-quality materials, spacious touchscreens, and minimalist décor. One reason
Teslas are so satisfying is because of how well they look and how meticulously they are built.” 24 Jan 2024
Corporate Image
• it is the reflection of an organisation in the eyes and minds of its
publics. The term corporate image is often used to refer to an
organization’s views about external stakeholders’ perceptions with
respect to an organization (Davies et al. 2001).
• Brown et al. (2006) refer to this as the construed image. Construed
image encompasses all the associations that internal organizational
members have about external stakeholders’ perceptions of the
organization.
• It asks the question “What does the organization believe others think
of the organization?” (Brown et al. 2006)
Corporate Image Contd….
• “View of the organization developed by its stakeholders; the outside
world’s overall impression of the company” (Hatch and Schultz 2003).
• “Mental associations that organization members believe others outside the
organization hold about the organization” (Brown, Dacin, Pratt and
Whetton 2006).
• 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: 110). Dowling adds that the word ‘object’ can be
replaced with either ‘brand’, ‘product’ or ‘company’, etc. to gain a
definition of the image one is interested in studying.
LET’s GO BACK TO THE LINK LEARNT EARLIER
SERIES OF CORPORATE CORPORATE IDENTITY
CORPORATE REPUTATION IMAGES AT DIFFERENT (“FLY BETTER”)
TIMES
SERIES OF CORPORATE CORPORATE IDENTITY
CORPORATE REPUTATION IMAGES AT DIFFERENT (“FLY BETTER”)
TIMES
SALIENT DRIVERS OF
CORPORATE IDENTITY

• CORPORATE BRANDING
AND PERSONALITY

• CORPORATE CULTURE

• CORPORATE
ASSOCIATION

• CORPORATE
PERFORMANCE

• LEADERSHIP
SALIENT DRIVERS OF
CORPORATE IDENTITY

• CORPORATE BRANDING
????
AND PERSONALITY

CORPORATE IMAGE • CORPORATE CULTURE

???? • CORPORATE
ASSOCIATION

• CORPORATE
PERFORMANCE

• LEADERSHIP
SALIENT DRIVERS OF
CORPORATE IDENTITY

THROUGH CORPORATE • CORPORATE BRANDING


COMMUNICATIONS (PR) AND PERSONALITY

CORPORATE IMAGE • CORPORATE CULTURE

THROUGH CORPORATE • CORPORATE


COMMUNICATIONS (PR) ASSOCIATION

• CORPORATE
PERFORMANCE

• LEADERSHIP

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