Xavier Institute of Management, Bhubaneswar

XIM University

Course Name
Corporate Image Building

Programme
MBA (BM)

Batch
2022-24

Term
6

Credits
3.0

Course Instructor

Course Introduction and Objectives

An organization’s brand is not associated with just a single offering such as its product. The corporate brand needs
to build upon its internal and external environmental factors, ensure alignment of its internal brand and its external
brand while drawing from its culture. The brand then needs to be communicated and understood effectively as
required to build an effective image. Internal and external stakeholders are equally instrumental in shaping and
propagating a corporate’s image. All this takes a careful balance of brand management, corporate communications,
public relations, advertising, media relations along with tactics for crisis control.

A ‘good’ corporate image is one that the target group of stakeholders can favorably relate to, and can use to form a
good impression. Business and corporations can no longer depend on default goodwill from the public. They have
to be active watchers, listeners and speakers to deliver the public good and earn goodwill while maintaining multi-
level positive relations.

The course aims to understand the components and processes of image building, examine its importance for a
business, its interaction with facets of brand management and look at some strategies that contribute towards a
sustainable image for a corporate. Prominent cases and industry examples will contribute towards an understanding
of the same.

Course Content
a) Rationale for management of a corporate image
b) The scope of corporate image and reputation
c) Corporate identity, image and reputation
d) Internal and external forces that impact corporate image
e) Stakeholder groups, perception and interaction
f) Stakeholder mapping processes

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 g) Communication programs chosen for specific stakeholder groups
h) The inter-relation between Corporate Brand and Corporate marketing
i) Branding and brand positioning related to corporate image
j) Challenges of corporate brand management in a social world
k) Developing corporate brands and image enhancement
l) Identity mix
m) Image management for different stakeholder groups and its interaction with branding
n) Leadership communication
o) Interdependence of internal, employer and corporate branding
p) Contributors from the communication mix
q) Corporate Visual Identity (CVI), Corporate Communication and PR
r) Specific Brand Elements
s) Issue management and crisis control
t) Other significant elements from the communication mix
u) Strategic need of image development and reputation management
Course Learning Outcomes (CLO)
a) CLO 1 : Be able to identify chief components of a corporate image and factors that affect
the same.
b) CLO 2 : Analyse the relationship between corporate image management and corporate
brand management.
c) CLO 3 : Understand stakeholders’ needs, map communication activities specifically and
think about the process of building a sustained positive image through communication.
d) CLO 4 : Recognize organizational, communicative and environmental contributors to the
process and optimize the same for a sustainable corporate reputation.

Reading and References

a) Textbook: Revealing the Corporation - Perspectives on Identity, Image, Reputation, Corporate
Branding and Corporate Level Marketing. Edited By John Balmer , Stephen Greyser (2003). Publisher
- Routledge./ Best alternative book
b) Reference Books:
a. Corporate Communication: A Guide to Theory and Practice by Joep P. Cornelissen
b. Creating Corporate Reputations: Identity, Image, and Performance -Grahame Dowling (OUP)
c. The Handbook of Communication and Corporate Reputation by Craig E. Carroll (Ed.) Chichester,
UK: Wiley-Blackwell, 2013
d.Argenti, P. A. (2014). Ebook: Corporate Communication. McGraw Hill.
e. Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy,
culture, and identity through corporate branding. John Wiley & Sons.
c) Reports: Included in Session plan
d) Weblinks: Included in Session plan
e) Journal Articles (For chief perspective): Balmer, J. M. (2001). Corporate identity, corporate branding and
corporate marketing‐Seeing through the fog. European journal of marketing.
f) Other articles :Included in Session plan
g) NOTE: There is no all-encompassing text book specific for this course. The text book above will be the
chief guides along with Instructor PPTs, resources and class discussions. The reference books listed below
in the section above, along with the articles and case readings mentioned in the main outline will be mainly
required. Any supplementary reading material will be given as handouts or e-books in the classroom.

Pedagogy and Students Workload

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The pedagogy will include delivery methods like: lectures, discussions, case studies and presentations, article
analysis, peer learning and group projects from students during the course. Students are required to read the portions
from the reference books and study material as required before any discussion to aid equal participation.

The students will require about 4 to 6 hours of active learning beyond class hours per week to understand,
analyze and develop insights about concepts discussed. It will also help to learn and absorb from the current
and past market situation (s), business environment, predictors, events and outcomes.

Session Plan
Topic Session Learnings
Session Reading Materials
Reading
Book Chapter
Article Reading/Case list

Session 1 Introduction to course · Introduction to

concepts
· Understand the
concepts related to
corporate image

Session 2 &3 Develop the rationale for · Evaluate the Main

management of a corporate relationship Balmer, J. M., & Greyser, S. A. (Eds.).
image ( 2 sessions) between corporate (2003). Revealing the corporation-
identity, image Ch: 1. Reference Ch 2,3
and reputation Reference
· Significance of Cornelissen, P. J. (2014). Corporate
corporate image Communication: A Guide to Theory
management and Practice : Ch4: Part 4.2
· Internal and Perspective
external forces · Pre-reading : Schroeder, J. E.
that impact (2017). Corporate branding in
corporate image perspective: a typology. European
· What all a Journal of Marketing.
corporate image
impact?

Session 4 Determine the scope of corporate · How do the · The Birkigt and Stadler model of
image and reputation (1 elements of corporate identity (Birkigt, K. and
session) corporate strategy, Stadler, M. (1986) - Birkigt, K. and
culture, structure Stadler, M. (1986) Corporate Identity:
contribute to its Grundlagen, Funktionen und
positioning? Fallbeispiele. Landsberg am Lech:
· Understand the Verlag Moderne Industrie
corporate
character · Reading: Vaisnys, V. (2000).
(personality) of Managing culture for strategic success.
the organization Strategy & Leadership.
· Identity mix:
behaviour, · HBR article: Leinwand, P., &
communication Mainardi, C. (2014). The 3 elements of
and symbolism a strong corporate identity. Harvard
Business Review.

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Session 5 &6 Stakeholder groups, perception
and interaction
Session 7 & 8 The inter-relation between
Corporate Brand and
Corporate marketing (2
sessions)
Sessions 9 & 10 Developing corporate brands and
image enhancement (2
sessions)
· Understand
stakeholder · Balmer, J. M., & Greyser, S. A.
mapping processes (Eds.). (2003). Revealing the
to identify key corporation- Ch:1 AC2ID Test
internal and
(stakeholder perception)
external
Reference –
stakeholders
· How are
communication · Cornelissen, P. J. (2014). Corporate
programs chosen Communication: A Guide to Theory
for specific and Practice :
stakeholder
groups? · Ch:3 Stakeholder management,
· Understand
(Understanding stakeholders and
perception and
mapping processes)
positioning for
various
· Ch 4, 5 (how are communication
stakeholder
programs chosen?)
groups.
· Case Discussion: Barclays Bank:
How (Not) to Communicate with
Case example to be Stakeholders
discussed · Current case discussion (in this or
suitable session: Future Retail-
Amazon-Reliance case)
· The brand
reputation- Balmer, J. M., & Greyser, S. A. (Eds.).
dilemma (2003). Revealing the corporation
· How is branding
and brand
Ch 5, Section 5 pg 245-251.
positioning related
to corporate
image? Ch 14-15
· Understanding the · Reference : Cornelissen, P. J.
Corporate brand (2014). Corporate Communication: A
and its main Guide to Theory and Practice : Ch 2
elements ARTICLE
· How and what to · Aaker, D. A. (2004). Leveraging the
derive and borrow corporate brand. California
for various brand management review, 46(3), 6-18.
building activities · Article Analysis/ Merrilees, B., &
· Understand it as a Miller, D. (2008). Principles of
brand asset corporate rebranding. european Journal
of Marketing..
· Discussion of industry examples
· Examine the brand
strategy and portfolio Cornelissen, P. J. (2014). Corporate
to understand Communication: A Guide to Theory
communication and Practice : Ch:4
needs Optional :Carroll : Ch 36
· What are the
challenges of · Case Analysis: Jet Blue : Creating a
corporate brand Social Brand
management in a
social world?
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Session 11 to 13 Image management for different
stakeholder groups and its
interaction with branding (2
+1 sessions)
Session 14 to 16 Contributors from the
communication mix
( 3 of 5 sessions total) -Part I
· Image MAIN
management for Cornelissen, P. J. (2014). Corporate
different Communication: A Guide to Theory
stakeholder groups and Practice : Ch:3 (stakeholder
· Interdependence of management), Ch 12 (Leadership
internal, employer Communication)
and corporate REFERENCE
branding · Balmer, J. M., & Greyser, S. A.
· Leader’s role in (Eds.). (2003). Revealing the
interaction and corporation- Ch 5 (Organizational
leadership structure and its role), Reflect on Ch. 2
communication and 3
· Internal reputation · Balmer, J. M., & Greyser, S. A.
· Industry example (2002). Managing the multiple
discussions identities of the corporation.
Research paper California management review,
discussion 44(3), 72-86.
Case discussion : : “When You Wish
Upon A Star: Disney | ABC Puts
Corporate Values First in Cancelling
Roseanne”
· Backhaus, K., & Tikoo, S. (2004).
Conceptualizing and researching
employer branding. Career
development international.
· Foster, C., Punjaisri, K., & Cheng,
R. (2011). Exploring the relationship
between corporate, internal and
employer branding-an empirical study.
· Analytical Perspective : Mitchell,
C. (2002). Selling the brand inside.
Harvard business review, 80(1), 99-
101.
· Corporate Visual
Identity (CVI) Balmer, J. M., & Greyser, S. A. (Eds.).
· Corporate (2003). Revealing the corporation- Ch:
Communication 5; 6: Figure 1, section 3, Chapter 7-
and PR The void (understanding the need)
· Corporate · Cornelissen, P. J. (2014). Corporate
advertising and Communication: A Guide to Theory
visual and Practice : Ch 14 : Social Media
communication
· Specific Brand · Reading for class discussion : A
Elements Study of 597 Logos Shows Which
Kind Is Most Effective - Jonathan
Luffarelli, Mudra Mukesh and
Ammara Mahmood (HBR)
· Bolhuis, W., de Jong, M. D., & van
den Bosch, A. L. (2018). Corporate
rebranding: effects of corporate visual
identity changes on employees and
consumers. Journal of marketing
communications, 24(1), 3-16.
· Analytical Discussion: Foroudi, P.,
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 Melewar, T. C., & Gupta, S. (2014).
Linking corporate logo, corporate
image, and reputation: An examination
of consumer perceptions in the
financial setting. Journal of Business
Research, 67(11), 2269-2281.

Session 17,18 Contributors from the · Crisis

(An additional communication mix ( 2 of 5 communication : Chaudhri, V. (2016). Corporate social
session may be sessions total) -Part II organizational responsibility and the communication
required) response and imperative: Perspectives from CSR
image managers. International Journal of
management Business Communication, 53(4), 419-
· Corporate 442.
reputation and
CSR · Case :Dove – A purpose driven
communication brand in a crisis of sincerity/
Charmin case (2020)

· Discussion : Google and the

#MeToo Movement

· Reading: The Roles of Human

Resources in Organizational Crisis
Management

· Additional Reading : Schaefer, S.

D., Terlutter, R., & Diehl, S. (2020).
Talking about CSR matters:
employees’ perception of and reaction
to their company’s CSR
communication in four different CSR
domains. International Journal of
Advertising, 39(2), 191-212.

Session 19 Strategic need of image · Reflect about the

development and reputation
management (1 session)
· Think strategically
importance of Balmer, J. M., & Greyser, S. A. (Eds.).
making an image (2003). Revealing the corporation- Ch:
align with 12,14
reputational needs ·
· Hatch, M. J., & Schultz, M. (2001).
about how to make Are the strategic stars aligned for your
a reputation corporate brand. Harvard business
sustainable and review, 79(2), 128-134.
turn an image into · Corporate reputation – a value
a competitive creating strategy
· Dowling, G. R. (1993). Developing
advantage for a
your company image into a corporate
company or an
asset. Long range planning, 26(2), 101-
organization
109

Session 20 Recap sessions · Project submissions

NOTE : The cases/ readings may be updated considering the needs and composition of the batch.

Assessment Scheme
Please link the assessment components with the leaning outcomes as per the MoP. Find an example below for
reference.

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 Component Weightage (%) Assessment of Course Learning Outcome(s)
(CLO)
Quizzes (1) CLO1
15 CLO2

CLO2
Project (Group) 15 CLO3
CLO4

Class Discussion & CLO1

presentations 30 CLO2
(Individual and group CLO3
points) CLO4
(as applicable)

CLO1
End-term 40 CLO2
CLO3
CLO4

Academic Discipline and Integrity

· Students are expected to come to class on time. Being late will award no attendance and may lead to barring
from class for that session.

· All students are requested not to operate any network enabled devices such as cell phones, E-tabs, I-pads or
any other electronic network enabled devices inside the classroom during the sessions unless permitted by the
faculty for any specific purpose.

· Submissions are expected to be made on time and deadlines are to be respected.

· Copying in the projects and /or plagiarism of any kind will invite harsh penalties. Any plagiarism beyond
15% found in the submission (including reproduction from books, online sources, journals or from peers) will
invite penalties.

· Intellectual honesty and alertness is expected. Insight, critical analysis and ability to think beyond the book
will help you in this course!

Mapping Course Leaning Outcomes (CLO) with the Program Learning Goals
(PLG)
PLG# Program Learning Trait Addressed by Course
Goal Yes No
PLG1 The students will demonstrate No
Functional and understanding of elements of all functional
Business Skills areas

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PLG2 The students will use analytical techniques Yes
to identify a business problem, and suggest
Analytical Skills a solution
PLG3 The students will exhibit voluntary Yes
Collaboration and cooperation and effective teamwork in a
teamwork attributes group setting
PLG4 The students will understand the ethical Yes
complexities of conducting business. The
students will adopt techniques in scenarios
involving ethical dilemma and offer
Ethical responsibility resolution
PLG5 Communication The students will produce reasonably good Yes
quality business documents. The students
will become effective and confident
communicators