The Importance Of Corporate Image

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1.4.1 Corporate Image
A corporate image is the perception that the general public holds about a particular business. According to Van Riel (1995) and Argenti (1998) , it is the perception of constituencies on how an organization actually presents itself. One of the most basic ways of shaping a corporate image is establishing and maintaining positive relationships with the general public.
It is the reputation of the firm with the various audiences that are important to it. These groups that have a stake in the company are known as stakeholders. Stakeholders are affected by the actions of the company and in turn, their actions can affect the company. Consequently, its image in the eyes of its stakeholders is important to the company.
In today’s …show more content…

It encompasses issues such as whether basic tasks should be organized by function or product division, the company's overall configuration, the degree of decentralization, the number of staff personnel, the design of jobs, and the internal systems and procedures.
-Operations, the fourth and final component of corporate identity, are the aggregate of activities the firm engages in to affect its strategy. These activities become part of the reality of the corporation and can influence its identity in a wide variety of ways.
In businesses of all sizes, it is vital that managers recognize the importance of creating and maintaining a strong organizational culture and those they also make employees aware of it. Corporate image begins within the offices of a company's managers. It should be based on the development of good company policies and strategies, rather than on controlling the damage caused by bad company policies. It is also necessary to plan the organizational design in an effective manner so as to make the operations cost-effective and …show more content…

Hard-core Loyals - who buy the brand all thetime.
2. Split Loyals - loyal to two or three brands.
3. Shifting Loyals - moving from one brand to another.
4. Switchers - with no loyalty (possibly 'deal-prone', constantly looking for bargains or 'vanity prone', looking for something different). Customer loyalty tends the customer to voluntarily choose a particular product against another for his need. The loyalty may be product specific or it may be company specific. When a loyal customer has repetitive requirement of the same product, such customers may be described as being ‘brand loyal’. On the other hand he/she may also require different products of the same manufacturer. That is to say he/she makes significant purchases direct from the same supplier and that counts as the company specific loyalty.
Loyalty also means that customer is sticking to the supplier on certain grounds though he may be having other options also. It may be possible that the supplier may not have the best product or the customer may be having some problems with the supplier in respect of his supply of the product but the customer likes to ignore other options and prefers to continue with the same supplier as the customer thinks the supplier provides him more value and benefit than others. Such loyal customers tend to spend more money buy more, buy longer and tell more people about the product or supplier. This type of long-term customer loyalty can only be created by making the customers

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