Module II Identity, Image, Reputation and Corporate Advertising
Module II Identity, Image, Reputation and Corporate Advertising COM 105
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This 6 page Class Notes was uploaded by Alanna Wight on Friday December 11, 2015. The Class Notes belongs to COM 105 at Washington State University taught by Gallagher in Fall 2015. Since its upload, it has received 31 views. For similar materials see Com 105- Communication in Global Context in Communication Studies at Washington State University.
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Date Created: 12/11/15
Module II Identity Image Reputation and Corporate Advertising Public Discourse Lecture 8 9212015 Identity amp Image An identity is the actual manifestation of the company s reality as conveyed through the organization s name logo motto products services buildings stationery uniforms and all other tangible pieces of evidence created by the organization and communicated to a variety of constituencies An image is a reflection of an organization s identity the organization as seen from the viewpoint of its constituenies 0 Successful identity program Constituencies forming perceptions accurately reflect an organization s reality Organizations should conduct research with constituents to get a better sense of their image Identity Image Campaigns 0 Image Audit or Assessment qualitative and quantitative research with constituencies to assess the range of perceptions about an org s identity 0 There is ALWAYS a difference between identity and image Attend to how closely identity and image cluster together 0 Image crisis when the perceptions held by those constituencies differs considerably from the identity intended by the organization 0 Organizational BrandingPublic RelationsMarketing Campaign public communication to manage image and shift perceptions of a company and to rebuild its image Shaping Identity Organizational Mission 0 Mission statement is what you are and what you do every day Where vision future mission is today 0 Your organization accomplishes VISION because it is and does the MISSION so well Organizational Vision Organizational Vision what your organization wants to create the future and so forth Vision should encompass all aspirations goals objectives philosophies and standards of the organization They are necessarily somewhat abstract statements Organizational Vision ties all of these aspects together and aspires ALL constituencies internal and external toward that end Organizations often use a story aka narrative to capture and communicate this vision Stories involve people and capture more effectively than other communications the complexities of organizational vision Names and Logos 0 Names and logos are two areas of identity management 0 Companies change names to Have name more consistent with the reality of their organizational mission Reflect changes in organizational mission identity and brand Account for changes given org mergers separations acquisitions and so forth Accenture why the name and what image was it intended to reflect Logos 0 Logos are typically nonlanguage symbols or objects 0 The visual nature of logos makes them almost more powerful than a name because these symbols can be populated with almost endless attributes Types of Logo Symbols Stylized names with added mottos or symbols Putting It All Together Consistency 0 Org vision and identity should manifest consistently across all organizational identity elements name logo employee behavior decision and management processes and so forth Identity Image campaign 1 Conduct an Identity Audit 0 What identity perceptions images exist among key constituencies the general public etc 0 Research research research 0 Analysis Interview with any group that can inform current image Artifact analysis including letter heads stationary commercials etc 0 Be careful to assess what is not what the company wants to be 2 Set Identity Objectives 0 Setting objectives is NOT an abstract and loosely defined end point 0 Objectives are measurable and attainable outcomes from a particular action in this case image campaign 0 Change for CEO legacy will almost surely fail Change needs to be driven by organization wide evolution and need 3 Develop Designs and Names 0 Name Change depends on a number of factors Local to national to international presence Needs to reflect and emphasize the reality and attributes of the company eg steaming coffee for Dunkin Donuts his step simply cannot happen without the help of consultants because so many names are already in use that companies need to avoid any possibility of trademark and name infringement The process of designing a new look or logo should rely mostly on designers and find balance between designers and managers instincts in the final decision 4 Develop Prototypes 0 Resistance is common in the prototype stage because the identity and related logosnames become more public 0 Here is one way that thorough primary research pays off both in perception because people perceive being involved in the process and in reality because those data will help create a better image 5 Launch and Communicate 0 Provide a lot of examples of the use ofthe logoname 0 Clearly explain the rationale behind the shift and what it means for the company 0 Presenting an identity for the first time is complex and important PRs should be creative in inviting reporters without giving away the purpose In press conference the design should be clearly displayed in a variety of contexts and senior executives must carefully explain the strategy behind the program Use advertising Webcasts or Video news releases and satellite links blogs and social media networks 6 Implement the Program 0 This step is implementation and can take years in large companies and a minimum of several months for small firms Develop identity standard for consistency Monitor the program and make judgments about when flexibility is allowed and when it is not Changes are sometimes essential for standards Images perceived by constituencies 0 Before interaction perceptions are from What they have read about the organization previously What interactions others have had that they have been told about What visual symbols they recognize 0 After interaction these could affect image change Quality of customer service Encounter with brands Consistency Maintain image with all the constituencies investors employees and the community Images perceived by constituencies 0 A company s image with its employees is particularly important because of the vital role employees play with the company s other constituencies WhV reputation matters Building a Solid Reputation 0 The foundation of a solid reputation exists when an organization s identity and its image are aligned Shape a unique identity Project a coherent and consistent set of images to the public 0 Reputation s built up over time and is not simply a perception at a given point in time differs from image Is a product of both internal and external constituencies differ from identity Measuring and Managing Reputation 0 In assessing its reputation an organization must examine the perceptions of all its constituencies Employees need to make sure that employees understand values of organization AND that organization avoids contradicting those values in their treatment of employees httpswwwyoutubecomwatchvDJYdoquis Customers need products to create a coherent business reputation that customers understand and identify with Why Reputation matters 0 It is evidenced by several prominent surveys and rankings If a company fails to look after reputational aspects of its performance then it will ultimately suffer financially quotIt calls attention to a company s attractive features and widens the options available to its managers It helps companies weather crises more effectively The changing environment for business has implications for reputation Corporate Philanthropy and Social Responsibility 0 It is difficult because a company can overadvertise or underadvertise Other perils Viewed as attempt to undo negative image Do not publicize the activities Simply quotcheckthebox activities or attempts to burnish a tarnished image Use the wrong quotchannelquot Corporate Advertising 0 Advertising to Reinforce Identity or Enhance Image Explain new vision organization and strategy to constituents when a companies merge and enter new businesses Apply identity audits to their corporate advertising strategy Differentiate companies from rivals Nintendo incorporated traditional media with wordofmouth marketing and digital communications platforms 0 Advertising to Attract Investment Financialrelations corporate advertising CEOs are often featured in corporate advertisements targeted at the financial community A strong financially oriented corporate advertising campaign can increase the price of a company39s stock Some companies view building their brand with investors as more important than doing so with customers 0 Advertising to Influence Opinions Aka Issue or advocacy advertising s used by companies to respond to external threats from either government or special interest groups Deals with controversial subjects Many companies started using it in the late 19705 and early 19805 to meet the challenges of what was perceived as the antibusiness media
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