Janusz Karpeta Corporate communication Subject
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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
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Janusz Karpeta
Corporate communication
Subject code Corporate Communication in the context of corporate image & corporate brand<br>
Corporate communication
Subject code Corporate Communication in the context of corporate image & corporate brand<br>
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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.<br>
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.<br>
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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.<br>
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.<br>
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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.<br>
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.<br>
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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.<br>
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.<br>
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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 continuity and strategic success.<br>
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 continuity and strategic success.<br>
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8. Corporate comm. in the context of corporate image and brand This is evidenced by De Soet who says:
‘…It is no longer solely the field of attention of marketing, but rather a strategic instrument of top management’. Blauw, Maathius (1994).
At this point let us list some the most relevant approaches taken by other international corporate writers.
Blauw says that:
A sound corporate image is an incentive for the sale of products and services.<br>
‘…It is no longer solely the field of attention of marketing, but rather a strategic instrument of top management’. Blauw, Maathius (1994).
At this point let us list some the most relevant approaches taken by other international corporate writers.
Blauw says that:
A sound corporate image is an incentive for the sale of products and services.<br>
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8. Corporate comm. in the context of corporate image and brand It helps the company recruit the right employees, it is important to the financial world and to investors and it generates faith among internal and external target groups.
A sound corporate image provides a company with authority and forms the basis for success and continuity’ Blauw, (1994).
Brinkerhof explains it in the following manner:
‘A sound corporate image creates emotional added value for a company which ensures that a company is always one step ahead of its competitors.
A sound corporate image is competitive, which means distinctive and credible’. Brinkerhof (1990).<br>
A sound corporate image provides a company with authority and forms the basis for success and continuity’ Blauw, (1994).
Brinkerhof explains it in the following manner:
‘A sound corporate image creates emotional added value for a company which ensures that a company is always one step ahead of its competitors.
A sound corporate image is competitive, which means distinctive and credible’. Brinkerhof (1990).<br>
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8. Corporate comm. in the context of corporate image and brand Chajet adds:
‘A good image helps a company attract the people necessary for its success: analysts, investors, customers, partners, and employees. Identity management can secure that good image’. Chajet (1989).
Bernstein claims that ‘Image is a representation in the mind.
It affects attitudes which in turn affect behaviour.
No company can afford to ignore image. The impression it creates – consciously or unconsciously, whether it wishes to or not – inevitably affects people who do business with it’. Berstein (1986).<br>
‘A good image helps a company attract the people necessary for its success: analysts, investors, customers, partners, and employees. Identity management can secure that good image’. Chajet (1989).
Bernstein claims that ‘Image is a representation in the mind.
It affects attitudes which in turn affect behaviour.
No company can afford to ignore image. The impression it creates – consciously or unconsciously, whether it wishes to or not – inevitably affects people who do business with it’. Berstein (1986).<br>
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8. Corporate comm. in the context of corporate image and brand Based on research by Mackiewicz:
‘…9 out of 10 consumers reporting that when choosing between products that are similar in quality and price, the reputation of the company determines which product or service they buy’ Mackiewicz (1993).
Poiesz adds some more important features of corporate image, according to him:
‘…Images are particularly helpful when information on the basis of which people have to make decisions is complex, conflicting and/or incomplete, information is either insufficient or too wide-ranging to be able to judge …,<br>
‘…9 out of 10 consumers reporting that when choosing between products that are similar in quality and price, the reputation of the company determines which product or service they buy’ Mackiewicz (1993).
Poiesz adds some more important features of corporate image, according to him:
‘…Images are particularly helpful when information on the basis of which people have to make decisions is complex, conflicting and/or incomplete, information is either insufficient or too wide-ranging to be able to judge …,<br>
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8. Corporate comm. in the context of corporate image and brand People have a degree of involvement that is too low to be able to go through an extensive information-processing process, there are certain conditions in the environment that obstruct the decision-making process, such as time constraints’ Poiesz (1988).
In our next unit we will pay closer attention to corporate brand and corporate branding.
Corporate branding is a vital aspect of a company's overall marketing strategy.<br>
In our next unit we will pay closer attention to corporate brand and corporate branding.
Corporate branding is a vital aspect of a company's overall marketing strategy.<br>
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8. Corporate comm. in the context of corporate image and brand Branding consists of a number of tactics, actions and guidelines that establish the identity and unique values of a particular company and its products.
However, a corporate brand transcends what many people may think of as branding that simply uses a logo, a tagline or a particular color scheme.
Successful corporate brands also reflect the company's core values, personality and mission in every point of contact a company has with its prospective, existing and past customers.<br>
However, a corporate brand transcends what many people may think of as branding that simply uses a logo, a tagline or a particular color scheme.
Successful corporate brands also reflect the company's core values, personality and mission in every point of contact a company has with its prospective, existing and past customers.<br>
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8. Corporate comm. in the context of corporate image and brand Defining corporate branding:
Marketing and branding experts often formulate their preferred definitions of corporate branding in varying ways.
Sometimes the differences between popular definitions are slight, but on occasion they can be quite significant.
One working definition from Business Dictionary.com is:
‘The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme.’<br>
Marketing and branding experts often formulate their preferred definitions of corporate branding in varying ways.
Sometimes the differences between popular definitions are slight, but on occasion they can be quite significant.
One working definition from Business Dictionary.com is:
‘The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme.’<br>
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8. Corporate comm. in the context of corporate image and brand But then again, no matter how you define the phrase, the objective of corporate branding is differentiation.
In other words, the overarching purpose of a branding strategy is always to help distinguish the company or product in question from other potential solutions and direct competitors in the marketplace.
Branding certainly starts with the very name of the product or the company, whichever is the subject of the branding effort.<br>
In other words, the overarching purpose of a branding strategy is always to help distinguish the company or product in question from other potential solutions and direct competitors in the marketplace.
Branding certainly starts with the very name of the product or the company, whichever is the subject of the branding effort.<br>
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8. Corporate comm. in the context of corporate image and brand A good brand name is the linchpin of a solid strategy.
It’s the first aspect of the brand with which prospective customers will usually come into contact.
As a result, it should be memorable, unique and preferably short.
A successful corporate brand extends far beyond the name into things like logos, color schemes, fonts and more.
The core of the brand must be a unique name that the company can successfully trademark and protect from use by competitors or future brands.<br>
It’s the first aspect of the brand with which prospective customers will usually come into contact.
As a result, it should be memorable, unique and preferably short.
A successful corporate brand extends far beyond the name into things like logos, color schemes, fonts and more.
The core of the brand must be a unique name that the company can successfully trademark and protect from use by competitors or future brands.<br>
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8. Corporate comm. in the context of corporate image and brand A good brand is also an expectation, it represents some form of shared quality amongst all products with its name.
It represents top of the line, average or economy.
People trust brands and dismiss others because of previous quality.
If the previous performance of a brand was low, the guarantee upon purchasing becomes rather weak.<br>
It represents top of the line, average or economy.
People trust brands and dismiss others because of previous quality.
If the previous performance of a brand was low, the guarantee upon purchasing becomes rather weak.<br>
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8. Corporate comm. in the context of corporate image and brand It is the fundamental attribute of a product, service or organization.
If a customer has a strong emotional tie to a brand, they will make every effort to purchase more of their products.
They will tell their friends about the product, brag about it, and encourage others to purchase it.
Brands also tell stories.
Each company has its own that is unique.<br>
If a customer has a strong emotional tie to a brand, they will make every effort to purchase more of their products.
They will tell their friends about the product, brag about it, and encourage others to purchase it.
Brands also tell stories.
Each company has its own that is unique.<br>
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8. Corporate comm. in the context of corporate image and brand Types of brands:
There are 5 types brands, which companies tend to use most for their products:
1. A mega brand
2. A primary brand
3. A sub brand
4. House of brands
5. Branded house<br>
There are 5 types brands, which companies tend to use most for their products:
1. A mega brand
2. A primary brand
3. A sub brand
4. House of brands
5. Branded house<br>
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8. Corporate comm. in the context of corporate image and brand 1. A mega brand:
Is a brand which places its name upon everything it creates.
Asian companies are known for doing this (Sony, Hitachi, LG, Mitsubishi, Toshiba).
For example, anything created by Sony, whether it be a personal computer or a plasma TV has Sony’s name on it.<br>
Is a brand which places its name upon everything it creates.
Asian companies are known for doing this (Sony, Hitachi, LG, Mitsubishi, Toshiba).
For example, anything created by Sony, whether it be a personal computer or a plasma TV has Sony’s name on it.<br>
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8. Corporate comm. in the context of corporate image and brand There are separate names for differing technologies, but the principle is that all products created by them are imbued with the Sony name prominently in the front.
Other examples include Hitachi, Panasonic, And an American example being most GE products and acquisitions.
2. A primary brand:
One that has no off-shoots.
The brand name is also the company name in this instance, and as such negative publicity or stigma attached to a product offering can be the downfall of an entire company.<br>
Other examples include Hitachi, Panasonic, And an American example being most GE products and acquisitions.
2. A primary brand:
One that has no off-shoots.
The brand name is also the company name in this instance, and as such negative publicity or stigma attached to a product offering can be the downfall of an entire company.<br>
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8. Corporate comm. in the context of corporate image and brand The inability for a company to distance itself from the name can cause major problems in the event of a crisis.
Many fast food restaurants are good examples of this concept.
It would be terribly hard for Wendy’s, Burger King or McDonalds to spin off any other restaurant chains using their brand names.
As such primary brands do not have much in the area of line extensions and are fairly limited to domains they currently occupy.<br>
Many fast food restaurants are good examples of this concept.
It would be terribly hard for Wendy’s, Burger King or McDonalds to spin off any other restaurant chains using their brand names.
As such primary brands do not have much in the area of line extensions and are fairly limited to domains they currently occupy.<br>
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8. Corporate comm. in the context of corporate image and brand 3. A sub brand:
Are those with an overarching name in one product category with differing varieties.
Ruffles the potato chip maker has several subbrands branching from their “original” including the baked line, the light line, and various flavors in each.
4. House of brands:
Are quite a bit more complicated.
In a house of brands, one company creates individual brand identities - rarely using the original company’s name on the product.<br>
Are those with an overarching name in one product category with differing varieties.
Ruffles the potato chip maker has several subbrands branching from their “original” including the baked line, the light line, and various flavors in each.
4. House of brands:
Are quite a bit more complicated.
In a house of brands, one company creates individual brand identities - rarely using the original company’s name on the product.<br>
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8. Corporate comm. in the context of corporate image and brand Procter and Gamble is the most cited example of this form.
Procter & Gamble owns over 300 brands, many of which are household names.
In the laundry aisle alone, they own Dreft, Era, Cheer, Bounce, Ivory, Febreze, Tide, Gain, and Downy.
The benefit to a House of brands approach is that it offers a nearly unlimited amount of expansion potential.<br>
Procter & Gamble owns over 300 brands, many of which are household names.
In the laundry aisle alone, they own Dreft, Era, Cheer, Bounce, Ivory, Febreze, Tide, Gain, and Downy.
The benefit to a House of brands approach is that it offers a nearly unlimited amount of expansion potential.<br>
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8. Corporate comm. in the context of corporate image and brand Whenever a new product segment appears, an entirely new product can be created for that area.
The downfall is that every new brand must be heavily promoted to establish itself initially.
5. A branded house:
Is constrained to one product area.
They are capable of producing different lines, but only within a certain realm.
For example, HP creates multiple lines of computers, notebooks, pads and printers.<br>
The downfall is that every new brand must be heavily promoted to establish itself initially.
5. A branded house:
Is constrained to one product area.
They are capable of producing different lines, but only within a certain realm.
For example, HP creates multiple lines of computers, notebooks, pads and printers.<br>
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8. Corporate comm. in the context of corporate image and brand However, they are almost entirely confined to the realm of personal computing.
Another example is Levi Strauss Jeans.
They create a vast array of different pant sizes, cuts and washes and even some upper body clothing, but are limited to that particular segment of the market.
Customers will never encounter e.g. Levi Strauss coffee or printers.<br>
Another example is Levi Strauss Jeans.
They create a vast array of different pant sizes, cuts and washes and even some upper body clothing, but are limited to that particular segment of the market.
Customers will never encounter e.g. Levi Strauss coffee or printers.<br>
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8. Corporate comm. in the context of corporate image and brand Advantages of corporate branding:
It provides a competitive advantage to the company whilst selling its products and services in the market as the consumers are well aware of the company due to its strong corporate identity and brand name.
It facilitates new product launches and is well accepted in the market due to the strong corporate legacy created with the previous or existing line of the products and services offered by the company.<br>
It provides a competitive advantage to the company whilst selling its products and services in the market as the consumers are well aware of the company due to its strong corporate identity and brand name.
It facilitates new product launches and is well accepted in the market due to the strong corporate legacy created with the previous or existing line of the products and services offered by the company.<br>
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8. Corporate comm. in the context of corporate image and brand It helps the company to tap and enter new markets and locations on the domestic and international level as the corporate entity has already created repute for itself with the corporate branding efforts.
There is an emotional connection with the existing and prospective consumers as it arises a feeling of brand loyalty in their minds.
It makes the marketing and promotional efforts easier as with the Corporate Branding well in place, the consumers have the factor of trust towards the product and service offerings by the company.<br>
There is an emotional connection with the existing and prospective consumers as it arises a feeling of brand loyalty in their minds.
It makes the marketing and promotional efforts easier as with the Corporate Branding well in place, the consumers have the factor of trust towards the product and service offerings by the company.<br>
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8. Corporate comm. in the context of corporate image and brand There is an increased awareness about the company and its offerings with the consumers identifying the logo, mascots, color shades, tagline, and other brand elements having the top-of-the-mind recall about all the expressions of the brand.
The framework of corporate branding:
It starts with the management and the key staff members together understanding the nature of the brand, business philosophies, long-term and short-term objectives, and the target audience along with the market to promote the brand and the products and services.<br>
The framework of corporate branding:
It starts with the management and the key staff members together understanding the nature of the brand, business philosophies, long-term and short-term objectives, and the target audience along with the market to promote the brand and the products and services.<br>
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8. Corporate comm. in the context of corporate image and brand The next step is deciding on the way to position the brand in the market and in the psychology of the consumers and that can be arrived by understanding and finalizing that in which category does the operations and product range falls, is it luxury, mid-segment or affordable and then the brand positioning is decided.
Next comes in line are the vision and mission statements of the brand that holds quite an important place in the framework of Corporate Branding.<br>
Next comes in line are the vision and mission statements of the brand that holds quite an important place in the framework of Corporate Branding.<br>
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8. Corporate comm. in the context of corporate image and brand Then comes working on the creative elements such as logo, tagline, mascot, color palette, and design templates.
Many companies also hire a brand ambassador such as a famous sportsperson, movie star, or a celebrity from any walk of life complementing the nature of the brand and its offerings.
Once the aforementioned points are in place, it is the time to execute the Corporate Branding strategies by sponsoring and participating in various events on the corporate level that give the due visibility of the brand to the target audience and carving a niche in the market.<br>
Many companies also hire a brand ambassador such as a famous sportsperson, movie star, or a celebrity from any walk of life complementing the nature of the brand and its offerings.
Once the aforementioned points are in place, it is the time to execute the Corporate Branding strategies by sponsoring and participating in various events on the corporate level that give the due visibility of the brand to the target audience and carving a niche in the market.<br>
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Summary of the lecture The eighth lecture has updated you on the following aspects of communication:
Explanation of further features of corporate image
Definitions of brands and branding
Explanation of the importance of brands
Summary of further key aspects of corporate image and brands.<br>
Explanation of further features of corporate image
Definitions of brands and branding
Explanation of the importance of brands
Summary of further key aspects of corporate image and brands.<br>
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List of references and literature used Bernstein, D., (1986). Company Image and Reality: A Critique of corporate communications, Holt, Reinhart & Winston: Eastbourne.
Blauw, E. and O.Maathius, (1994). “Corporate communication: de stand van zaken in de praktijk, verslag van den telefonische en quete”, working paper, Corporate Communication Centere, Ersasmus University Rotterdam.
Brinkerhof, J.D.F., (1990). “Corporate Image als concurrentieewapen”, Holland Harvard Review, 22, pp.46-54.
Chajet, C., (1989). “The making of a new corporate image”, The Journal of Business Strategy, May/June, pp.18-20.
Dowling, G.R., (1986). “Managing Your Corporate Image“, Industrial Marketing Management, 15, pp.109-15.<br>
Blauw, E. and O.Maathius, (1994). “Corporate communication: de stand van zaken in de praktijk, verslag van den telefonische en quete”, working paper, Corporate Communication Centere, Ersasmus University Rotterdam.
Brinkerhof, J.D.F., (1990). “Corporate Image als concurrentieewapen”, Holland Harvard Review, 22, pp.46-54.
Chajet, C., (1989). “The making of a new corporate image”, The Journal of Business Strategy, May/June, pp.18-20.
Dowling, G.R., (1986). “Managing Your Corporate Image“, Industrial Marketing Management, 15, pp.109-15.<br>
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List of references and literature used Mackewicz, A., (1993). Guide to Building a Global Image, The Economist Intelligence Unit, McGraw-Hill Inc.: New York.
Poiesz, T.B.C., (1988). “The image concept: Its place in consumer psychology and its potential for other psychological areas”, paper presented at the XXIVth International Congress of Psychology, Sydney, Australia.
Pruyn, A.T.H., (1990). “Imago: een analytische benadering van het begrip en de implacaties daarvan voor onderzoek”, in C.B.M. van Riel and W.H.Nijhof (eds), Handboek Corporate Communciation, Van Lohgum Slaterus: Deventer.
Van Riel, C.B.M. (1995). Principles of Corporate Communication. London: Prentice Hall, pp.8-163.<br>
Poiesz, T.B.C., (1988). “The image concept: Its place in consumer psychology and its potential for other psychological areas”, paper presented at the XXIVth International Congress of Psychology, Sydney, Australia.
Pruyn, A.T.H., (1990). “Imago: een analytische benadering van het begrip en de implacaties daarvan voor onderzoek”, in C.B.M. van Riel and W.H.Nijhof (eds), Handboek Corporate Communciation, Van Lohgum Slaterus: Deventer.
Van Riel, C.B.M. (1995). Principles of Corporate Communication. London: Prentice Hall, pp.8-163.<br>