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Essay on corporate identity
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Introduction It is widely understood from the communication research that organisations are gradually having their corporate websites to deliver corporate identity through their strategic use of information and message. The corporate identity through the strategic use of information in the website depicts the organizational image that imply their commitment to the ethical practices and social responsibility. So, this essay will study on two corporate websites on how they communicate their identity through their message and information delivery. These two websites are both in the same bank sector in Cambodia, ANZ bank and ACLEDA bank. Before identifying evidence and evaluating both corporate identities, it is important to understand the clear concept of corporate identity. Corporate Identity The term corporate identity was first identified by Margulies in 1957 as a relation to the organisation’s symbols and logos because these were seen and identified by the public (Cornelissen & Elving, 2003). Similarly, Pérez & Rodríguez del Bosque (2012) defines the definition of corporate identity as the illustration of the visual image perspective. Other authors followed this approach consider …show more content…
“These authors define corporate identity as everything that formal members of the company think and feel about it, which is derived from the perception of the central features, distinctive, and enduring characteristics of the organization,” (Pérez & Rodríguez del Bosque, 2012, p.2). Base on this definition of corporate identity, this concept is a mean of corporation to have a set of essential features that differentiate from other organisations. These features are disclosed through formal documents to have their desired identity and represent them through corporate values, vision and mission statement (Pérez & Rodríguez del Bosque,
An image should always accurately reflect the substance of a company. However, an image is only a perception, an appearance, a representative look of that substance. Subsequently, as Green says, “…it doesn’t always have to cost an arm and a leg…” to accurately represent the company. Given an unlimited budget, any fat corporation can create a new image or alter an outdated or damaged one. Those of us with more modest resources, given only a camera, a copier and an ink jet printer adding some creativity can do it even better.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
We connect with people through small interactions like the shared expressed frustration of waiting for a late city bus, or through the shared sorrow we feel when our favourite team loses an important game. The sociological imagination lets me connect my small work experience to how we assess advertisements and associate brands. When we see popular symbols like a Nike swoosh we either think of sports, or the corporation. Small things like inspirational stories of people from disadvantaged backgrounds encourage us to better our lives. My mere Sport Chek example helps me connect the goal of a certain brand with the goal of the corporation behind it. We are all subjected to these corporations that try to impose their ideas on us through small things, like their logos and jingles. Corporation is the company that represents a certain idea within a corporation, that idea being the brand. Corporations benefit from our tiny interactions with their brands, and make millions whether we are aware of it or not. Although Sport Chek has good intentions, they are still a corporation based on the healthy
Forman, J., & Argenti, P. A. (2005). How Corporate Communication Influences Strategy Implementation, Reputation and the Corporate Brand: An Exploratory Qualitative Study. Corporate Reputation Review, 8(3), 245-264.
Drucker, Johanna, and Emily McVarish. "Corporate Identities and Inernational Style." In Graphic Design History: A Critical Guide. 2. Reprint, Boston: Pearson, 2013. 247-257.
As discussed earlier, public opinion can make or break an organization. To grow, companies either need to sell enough products and services to realize a profit or get investors. Both requires a positive public image. A company builds their image by acting in accordance with their values, and from demonstrating appropriate values. Documenting, implementing and publicizing the company's values and/or mission statement allows the public, clients, investors, and employees to understand what the company stands for, that it takes business ethics seriously. Companies with strong reputations are also companies that tend to attract more investments.
[5] Nandan, S. (2005) An exploration of the brand identity-brand image linkage: A communications perspective, Brand Management. (pp 264 – 278)
In literature, the concepts of organizational culture, identity and image have raised many discussions and some authors have particularly got involved on the subject. The principal ones were Albert & Whetten, Dutton & Dukerich , Fiol (Professor of Management), Hatch (Professor of Commerce) and Schultz (Professor at the intercultural communication and management department). Culture and image seem to be the ingredients of the organizational identity dynamics. The thing is that identity, culture and even image are interrelated, they are often used to define one and another proving that their implications are if not similar, absolutely complementary. In this part, there will be a focus on identity and culture as they are related to the case studied
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
Borgerson, J and Schroeder, J., 2005. Identity in marketing communications: an ethics of visual representation. Marketing communications: new approaches, technologies, and styles.
Companies have to distinguish themselves in different ways if they are to have a good reputation and this can be done through their communication strategies. In a time of crisis the company’s reputation is threatened and the communication strategies used will save or hurt the firm’s reputation. Before creating communication strategies, companies ought to identify their stakeholders. Appendix 3 illustrates the different stakeholders of a company.
A diversified company has two levels of strategy: business unit (or competitive) strategy and corporate (or companywide) strategy. Competitive strategy concerns how to create competitive advantage in each of the businesses in which a company competes. Corporate strategy concerns two different questions: what businesses the corporation should be in and how the corporate office should manage the array of business units.
Corporate Communication is gaining immense importance in today’s changing times. In the digital age, the biggest challenge for an organization is to remain consistent across traditional as well as new media. Corporate identity management imparts consistency to an organization’s messaging and gives it a personality (emotional, friendly, reliable, trustworthy, simple etc.). Also, Corporate Brand defines the firm that will deliver and stand behind the offering that the customer will buy and use. The corporate brand has access to organizational as well as product associations and represents the organization that stands behind its products. While corporate identity heavily
Corporate Social Responsibility is an organisation’s obligation to serve the company’s own interest and the one’s of the society. Moreover, Corporate Social Responsibility has a definition of a concept where the companies integrate social and the environmental concerns into their own business operation and also on a basis of voluntary with their interactions they have with the stakeholders. Corporate Social Resp...
Early on in the twentieth century, when mass marketing and production became commonplace, company branding allowed consumers to identify with a company. The consumer made a one sided personal relationship