Learning Unit 1 Flashcards
(30 cards)
Identify characteristics of an organisation with a strong reputation.
- Distinctiveness (unique and memorable identity and positioning)
- High levels of visibility (consistent messages across all levels - corporate themes seen in all comm)
- Consistency (all messages carry the same themes)
- Authenticity (degree to which actual values are communicated)
- Transparency (open about behaviour and information readily available)
What is corporate identity.
- the way org members (internal SH) perceive, feel and think about the organisation.
- the extent to which the identify with the org
- usually based on how the org presents, positions and differentiates itself visually and verbally at corporate, business and product levels
What is corporate image?
- how external stakeholders perceive and interpret the doings of the organization
- corp image is generated through exposure to corp identity and relates to experiences, beliefs, knowledge, associations impressions and feelings that each SH has about the org
- image resides in the minds of audiences
What is corporate reputation?
- a relatively stable, issue specific, aggregate perceptual representation of a company’s past actions and future prospects compared against some standar (CSR programmes, culture, profit, employee moral)
- perceptions differ from SH group to SH group
List main areas to assess the strategic advantage of investing in and developing a corporate image.
- distinctiveness
- impact
- stakeholders
Explain distinctiveness as a strategic advantage in developing a corporate image.
Externally
- creates awareness, triggers recognition, may instill confidence as SH groups hold a distinct picture of the company
Internally
- a clear and strong image can raise motivation levels and morale among employees by establishing a “we” feeling and allowing them to identify with the company
Explain impact as a strategic advantage in developing a corporate image.
- strong image means favorable impressions & this impacts org performance
- external SHs will buy or use, invest and support decision making
Explain stakeholders as a strategic advantage in developing a corporate image.
- SH fulfil many different roles
- problems can be avoided when image is consistent to all groups
- when companies fail t do this, it threatens employee perceptions of the world company’s integrity
Describe the attributes d a corporate identity.
SYMBOLISM
- visual
- corporate logos and the company House style
COMMUNICATION
- verbal
- all planned forms of communication including corporate advertising, events, sponsorship and promotion
BEHAVIOUR
- visual and verbal
- all behaviour of employees (managers, receptionist, other staff…) that leaves an impression on all stakeholders
Apply the attributes of corporate identity to practical scenarios.
IMPLICATION 1
- corporate identity is a broad concept, not just advert or logo campaigns
- it has a bearing on different functional areas: comm as well as product/service positioning and employee behaviour
IMPLICATION 2
- the outward representation of the org through symbolism, commutation or behaviour is driven by an understanding of the core mission, vision and values of the business
What is corporate personality?
- the persona, spirit and culture of an org
- usually intangible
- the tangible manifestation of corporate personality = corporate identity (projects/reflects reality of corporate personality)
- based on deeper patterns of meaning and sense making of people within the same org
- includes core cultures that define the org
- e.g. Virgin active personality = innovative, challenging and fun
Differentiate corporate identity from corporate personality.
- the construction of an image of the org to differentiate a company’s position in the eyes of important SH groups
- involves both presentation and intrinsic company traits
- that give the company its stability, specificity and coherence (organisational identity)
Draw the process of corporate identity management and discuss what it’s aim is.
- aims to establish favourable image/reputation
- hopes to increase no of SH buying org products and services to work for the org or invest in that org
What is the strategic value of using process of corporate identity management.
- acceptance and legitimacy from SH groups
- generates returns
- may offer a competitive advantage as it forms an intangible asset that is difficult to copy
- replication by competing firms is more difficult
List the main theoretical traditions of identity in management research.
- social identity
- organisational identity
- corporate identity
Explain social identity as a theoretical tradition of identity in management research.
- individuals see themselves as part of a social group
- group memberships contribute to a person’s sense of self
- strive to see “us” (in group) as better than “them” (out group)
- ensure that groups don’t differentiate from each other negatively (they must have positive distinctiveness
- group memberships must be established by the individuals themselves
- people in the engineering department are proud of their group
Explain organisational identity as a theoretical tradition of identity in management research.
- the shared meaning that the org is understood to have that arises from its members awareness that they belong to it
- an active process of collective sense-making within the org
- aims to foster common orientation for everyone
- may provide members with a sense of belonging so they help company achieve goals
- company values are relatable and employees can align with them
- e.g. As an org, we know we are good at A and bad at B
Explain corporate identity as a theoretical tradition of identity in management research.
- the distinctive public image that an org communicates that influences SH image and reputation of that org
- distinctive edge and ensures the image is authentic
- corporate identity must start wi analyzing and understanding core business values, vision and mission
- employees mirror themselves in whatever messages are being sent to external SH groups
What is the role of corporate branding in creating distinctiveness for the org?
- distinctive identity of the org is the core foundation of corporate branding and forms key differentiator in the marketplace
- similar to corporate image management - branding is aimed at all consumers of the org
- emphasizes alignment between company vision, culture and image
- competitive differentiation and preferred position amongst SH
Distinguish between monolithic, corporate and branded identity.
MONOLITHIC IDENTITY
- single, all embracing identity (products all carry the same corporate name)
CORPORATE IDENTITY
- businesses and product brands are endorsed or badged by the parent company name
BRANDED IDENTITY
- individual businesses or product brands each carry their own name (and are seemingly unrelated to each other)
What are the benefits of monolithic identities?
- valuable asset
- reputation association
- saves money: marketing and comm campaigns can be used across the company
What are the benefits of endorsed identities?
- what to keep original ‘famous’ name present
- may appeal to similar target audience
What are the benefits of branded identities?
- marketed to different target audiences
- creative freedom
- many products that are very different
Explain the three elements present in the toolkit.
Vision
- senior management’s aspirations for the org
Image
- orgs values as felt and shared by employees
Culture
- impression that outside SHs have of the org
