Janusz Karpeta Corporate communication Subject

Transcript:Janusz Karpeta Corporate communication Subject:
Janusz Karpeta Corporate communication Subject code Corporate Communication in the context of corporate image & corporate brand Outline of the lecture The eighth lecture will introduce you to the following aspects of corporate communication: Explaining further features of corporate image Defining brands and branding Explaining the importance of brands Summary of further key aspects of corporate image and brands. 8. Corporate comm. in the context of corporate image and brand This unit will follow up on the importnace of corporate image. Some other corporate writers such as e.g. Pruyn (1990) stress the importance of the source. According to Van Riel: ‘…There is an increasing uniformity among products and brands and companies’ Van Riel (1995). As Pruyn observes: ‘…People look for ways of making value distinctions based on subjective, non-observable features of the product. 8. Corporate comm. in the context of corporate image and brand This mainly involves symbolic aspects which the subject ascribes to the object by associative processes.’ Pruyn (1990). Now let us consider some relevant definitions which can be found in international literature. Dowling comes up with the following definition of corporate image: ‘…An image is the set of meanings by which an object is known and through which people describe, remember and relate to it. 8. Corporate comm. in the context of corporate image and brand That is, it is the net result of the interaction of a person’s beliefs, ideas, feelings and impressions about an object’ Dowling (1986). As Van Riel observes correctly: ‘…For ‘object’, we can substitute ‘brand’, ‘organization’, etc., so as to make the definition appropriate to different levels.’ It follows from this definition that different people may have a different picture of the same object. It appears also that the image is determined both by the person who perceives the image and by the object. 8. Corporate comm. in the context of corporate image and brand There are, therefore, two ways in which an image can be adjusted. First, the object itself can be changed. Second, one can adjust communication to the target groups, and try to change people’s beliefs, ideas, feelings and impressions about an object. Van Riel (1995). The importance of a favorable image As we have already clarified the position and functions of corporate communication today, which also covers the area of a strategy in companies, in a similar way we can perceive a positive corporate image as part the