Amity Business School

CORPORATE IMAGE & CORPORATE IDENTITY

In marketing, a corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks. In general, this amounts to a corporate title, logo (logotype and/or logogram), and supporting devices commonly assembled within a set of guidelines.

Amity Business School

Corporate identity Corporate identity is about how you want your business to look to your target market i.e. those folks you call clients or customers as well as those other folks that haven't become customers or clients yetbut you would like them to. This is generally achieved through the following: Corporate design: logos, corporate colours, uniforms, etc. Corporate communication: public relations, promotional material, etc. Corporate behaviour: values of your business and how those values are demonstrated/promoted

Amity Business School

You hear a lot about corporate identity and corporate image. They sound about the same and sound equally dull but they are actually two different things. And it is important to know what these terms mean.

Amity Business School

Corporate identity is the reality of the corporationthe unique, individual personality of the company that differentiates it from other companies. Corporate communication is the aggregate of sources, messages, and media by which the corporation conveys its uniqueness or brand to its various audiences. Corporate image is in the eye of the beholder the impression of the overall corporation held by its several audiences.

Amity Business School

Corporate image, or reputation, describes the manner in which a company, its activities, and its products or services are perceived by outsiders. In a competitive business climate, many businesses actively work to create and communicate a positive image to their customers, shareholders, the financial community, and the general public.