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Building & Sustaining Corporate Image

Corporate image refers to the public's perception and beliefs about an organization, which is crucial for its success and sustainability. It is influenced by both internal factors, such as corporate advertising and employee behavior, and external factors like industry image and media reports. Building and maintaining a strong corporate image involves defining the company's purpose, enhancing brand identity, and fostering positive relationships with stakeholders.

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Khushi Gupta
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6 views22 pages

Building & Sustaining Corporate Image

Corporate image refers to the public's perception and beliefs about an organization, which is crucial for its success and sustainability. It is influenced by both internal factors, such as corporate advertising and employee behavior, and external factors like industry image and media reports. Building and maintaining a strong corporate image involves defining the company's purpose, enhancing brand identity, and fostering positive relationships with stakeholders.

Uploaded by

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

BUILDING & SUSTAINING


CORPORATE IMAGE
Corporate
Image:
Public mindset regarding an organization
Picture that springs up at the mention of company´s name
Corporate Image or Brand Image
Set of Beliefs, Attitudes & Perceptions that
the public have about a company or brand

It is the sum total of the perceived


characteristics of the organization
Corporate Image: An essential intangible
assets for any organization

Trademark
Determines

Goodwill Patents
Intangible Identity of the org
Asset
Knowledge Brands
Reputation in public
Quantification is difficult
Corp or a t e Considered as a
H type of image in
e
H
Im a g e : T which the brand
l W O name refers to
p G R the organisation
s
as a whole rather
than to its sole
OBJECTIVES
e products or the
i e v
Ach services.

ZOMATO TATA MARUTI


Enhances
Profits
Neutr
Retains Comp
Old eti
Move tors
Clients
What
s

Corporate
does Attract
New
s Image s ures
En s s i n
it do ? Clients ce
Suc t
Mk
Increases
Market Share
1. Corporate identity cannot be imitat
2. Confers responsibility on the employee
3. Parallelly, the org has fwg obligations:

Meet Meet Meet Meet


Person quality ethical profitabi
al stds of stds of lity
stds of stds of
Employ Custom Commu
ees ers nity Investor
s
Sustaining Corporate Image
Therefore, the organization
sustains its corporate image
by building strong and supportive
relations with all of
Government
their constituents namely:
Community

Customers
Employees Investors
Intangible Asset

Creates C Monolithic
ompetiti Pivotal
ve Advan Identity
n c y t ag e
n s iste
s t s c o e s
B o o p ro v
nc y im tive c a pa bil ities
s pare S t re n gt h ens d istinc
T ra n
c it y & Demon
t he n ti strates g
Au oodwil
l amon
gst stak
e holde
Trust & Credibility surges amongst stakeholders rs
• Influences consumers’ choice of goods & services
• Improves the financial structure of the organization
• Raises interest amongst investors & shareholders

• Countervails external forces like New Competitors,


New breakthrough products, New technologies etc

• Focus on building BRAND IDENTITY, not just name


recognition.
Eg : Corporate Image
To show the new ownership
while retaining it’s original
name 'Dada’; Hindustan
Lever, added an 'L' in the
name, thereby creating the
famous name Dalda.
FACTORS AFFECTING CORPORATE IMAGE

INTERNAL EXTERNAL
(Controllable) (Uncontrollable)
FACTORS AFFECTING CORPORATE IMAGE

INTERNAL

1. Self-image of the organization


2. Corporate advertising (How org communicates to achieve its goals)
3. Brand Image : (Plays imp role in the success of a product)
4. PRs : (Build up gen reservoir of goodwill, Charities & CSR)
5. Frontline Employees’ Behaviour : (Their Courtesy & Knowledge)
6. Website Management : (Opinion building)
FACTORS AFFECTING CORPORATE IMAGE

1. Industry Image : EXTERNAL


(Gen image of industry affects Corporate image)
2. Country of Origin Image
3. Press Reports
4. Spoken Reputation (Word of Mouth)
ati n g Po s i ti ve C or p o rate Image
C re
Introduce Good Policies
And Revoke Bad Ones
Increase the loyalty of your
tomers & strengthen your relations
Enhance the performance
and
reliability of your products
Strengthen the Business Image
of your Enterprise
BUILDING A CORPORATE IMAGE
1. Define the purpose of your company
2. Work on your identity (Logo, slogan, name etc)
3. Make your employees aware of your vision
4. Ensure appropriate training of employees
5. Accept mistakes & take corrective actions
6. Invest in promotional activities (Advts)
https://www.youtube.com/watch?v=82eqJ4mYDn8&list=RD82eqJ4mYDn8&start_radio=1

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