Corporate image

Question 1

Features of corporate image

Answer 1

Slogan: A memorable phrase reflecting the business’s aim (e.g., “Live well for less” by Sainsbury’s).

Logo: An image or graphic that helps the business be instantly recognisable.

Uniform: Staff uniforms that display the company logo, making employees easily recognizable to customers.

Question 2

Benefits of a positive corporate image

Answer 2

A positive corporate image establishes confidence, loyalty, trust and stronger customer relationships.

An instantly recognisable brand makes customers more likely to buy.

A strong corporate image helps the business stand out from its competitors.

Question 3

Consequences of negative corporate image

Answer 3

No recognisable brand, so customers are less likely to buy.

The business does not stand out from its competitors, so sales and profits are lower.

Staff are less consistent, leading to a poorer quality of customer care.