Professional Documents
Culture Documents
Session 3
Corporate Organizational
Looks at outside Looks at employees
Audience & Stakeholders
The Corporate Image
• For e.g. Corporate brands like Nestle, Apply, Microsoft, Unilever, P&G are
respected by consumers
COMPONENTS OF A CORPORATE
IMAGE
The Corporate Image of an organization has two facets
• These are the visible aspects of the • These are the invisible yet important
organization that consumers see or aspects of the organization that are
encounter not openly known to consumer but
have an effect on how consumers
relate to an organization
Components of Corporate Image
1. Promoting the proper The image being projected must accurately portray the
image is critical to an firm and coincide with the products and services being
organization’s success sold
2. It is important to
assess co’s existing Reinforcing or rejuvenating a current image that is
image to ensure consistent with the view of consumers is easier to
successful future accomplish than changing a well-established image
image transmission
3. Marketing experts It is very difficult to change the images people hold
need to ensure that about a given company. In some cases, modifying or
customers, suppliers, developing a new image simply cannot be done
employees and
stakeholders are Any negative or bad press can destroy an image that took
aligned with years to build. If the reputation of a company has been
company’s image damaged it is a herculean task to fix it.
Test for Quality Corporate Names & Logos
Elicit a meaning to
Be easily
The Corporate the firm’s target
recognizable
Name and Logo is market
really the
cornerstone of a
company’s
relationship with
its customers
Quality logos and
Evoke Positive
Be Familiar corporate names
Feelings
must meet four
tests
Some Interesting Logos
Branding
Branding
Such brands
When a brand develop histories A Family Brand is one in
successfully through distinct which a company offers
establishes a personalities a series or group of
connection with products under one
customers – A brand name. For e.g.
powerful brand Black and Decker for
recognition occurs numerous power tools
Packaging
Traditional Elements of a Package
Price-Quality Relationship
Competitor Based Positioning Associating a brand with how expensive
Using a competitor to garner a position, it is and denoting a high quality
whereby one brand is contrasted to perception or vice versa.
show the position of another
For e.g. Moven Pick ice cream or
For e.g. Avis comparing itself with Hertz Haagen Daz clearly establishing that
establishing that they work harder as they are expensive but absolute high
they are No. 2 quality
Different Positioning Approaches
Product Class Positioning Product User Positioning
Certain company’s aim to position
This specifically distinguishes a brand or
themselves in a particular product class
product with reference to who uses the
or category.
product.
For e.g. Orange juice was commonly
For e.g. For e.g Apple Macs known for
used in breakfast. The industry decided
Designing v/s PC which are known more
to move its positioning as “Its not for
for business users
breakfast anymore”