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    Managing Identity Image and Reputation Principles of Corporates Communication

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    Lan Nhi Nguyen
    Corporate identity, image, and reputation are important principles to manage for any organization. Corporate identity represents the organization's core values and characteristics. Corporate image is the external perception of the organization formed through communication and branding. Corporate reputation evolves over time based on consistent performance and communication, and influences employees, customers, investors, media, and analysts. To effectively manage identity, image, and reputation, organizations should implement reputation models, focus on CSR initiatives, and develop a positive organizational culture.

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    Managing Identity Image and Reputation Principles of Corporates Communication

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    Lan Nhi Nguyen
    3 views31 pages
    Corporate identity, image, and reputation are important principles to manage for any organization. Corporate identity represents the organization's core values and characteristics. Corporate image is the external perception of the organization formed through communication and branding. Corporate reputation evolves over time based on consistent performance and communication, and influences employees, customers, investors, media, and analysts. To effectively manage identity, image, and reputation, organizations should implement reputation models, focus on CSR initiatives, and develop a positive organizational culture.

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    Corporate identity, image, and reputation are important principles to manage for any organization. Corporate identity represents the organization's core values and characteristics. Corporate image is the external perception of the organization formed through communication and branding. Corporate reputation evolves over time based on consistent performance and communication, and influences employees, customers, investors, media, and analysts. To effectively manage identity, image, and reputation, organizations should implement reputation models, focus on CSR initiatives, and develop a positive organizational culture.

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    3 views31 pages

    Managing Identity Image and Reputation Principles of Corporates Communication

    Uploaded by

    Lan Nhi Nguyen
    Corporate identity, image, and reputation are important principles to manage for any organization. Corporate identity represents the organization's core values and characteristics. Corporate image is the external perception of the organization formed through communication and branding. Corporate reputation evolves over time based on consistent performance and communication, and influences employees, customers, investors, media, and analysts. To effectively manage identity, image, and reputation, organizations should implement reputation models, focus on CSR initiatives, and develop a positive organizational culture.

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    of 31

    PRINCIPLES CHAPTER 1:

    PRINCIPLES OF
    CORPORATESCORPO
    CORPORATES MANAGING
    RATION
    COMMUNICATION IDENTITY IMAGE
    Tran Thi Tuong Vi, PhD Candidate
    AND REPUTATION
    HCMC, June 2021
    BINGO M A N A G E

    1 I D E N T I T Y

    2 R E P U T A T I O N

    3 I M A G E
    Question 1: Face ID is one of the cutting-
    edge technology of most smart devices
    nowadays. So “ID” is short for?

    Home
    Question 2: These days, not only celebrities
    but also lots of corporations make their
    effort to build up their fame to advertise
    their images to public. In above sentence,
    which word has the similar meaning with
    fame?

    Home
    Question 3: What is thing that you are
    impossible to ask in the unusual
    communication?
    Hint: it includes three letters.
    Next step: You need to combine the answer
    with the bolded part in above sentence to
    get the final one.

    Home
    WHAT IS
    CORPORATE
    IDENTIFY?
    Name
    Products

    “The visual manifestation of the company’s reality”


    Motto
    _Argenti_

    Logo
    Cornelissen,
    Symbolism Birkigt and Communication
    Stadler’s model

    Behaviour
    Figure 4.1: Birkigt & Stadler's Model of Corporate Identity.
    Source: Cornelissen, (2008)
    WHAT IS CORPORATE
    IMAGE?
    Link Youtube: https://www.youtube.com/watch?v=4o2SS1gR-V8
    https://www.youtube.com/watch?v=HSfVt9cTW9Q&list=TLP
    QMjMwNjIwMjCkhx8x851L1A&index=3
    Be
    Customer Quality of Media as Established
    Transparent
    Service Products and your “Best Business
    to your
    Management Services Friend” Relationship
    Stakeholders
    WHAT IS CORPORATE
    REPUTATION?
    * Reputation: “ a subject’s collective representation of past
    images of an organization ( induced through either
    communication or past experiences) that is established over
    time” (Cornelissen, 2008, p.76).

    * Gray and Balmer (1998, p.687):“ Corporate reputation


    evolves over time as a result of consistent performance,
    reinforced by effective communication, whereas corporate
    images can be fashioned more quickly through well-
    conceived communication programs”.
    Dr Edmund R. Gray Dr John M. T. Balmer
    Link Youtube: youtube.com/watch?v=f0WO_e_7iTk
    Advantage of corporate reputation

    • Motivated to work hard, and they enjoy high job satisfaction.


    Employees

    • Purchase the company’s products and services with confidence; there is a high
    Customers level of repeat sales.

    • Attracted to invest more in the company. This leads to more favourable capital
    Investors cost.

    Media • Encouraged to produce more positive news coverage about the company.
    journalists

    • Analysts give better and more favourable coverage and recommendations.


    Financial
    HOW TO MANAGE ?
    Figure 1: A RepTrak Model
    1. On-site physicians, nurses,
    medical services and health
    care coverage
    2. Some of the best paid
    parental leave for new parents

    3. Death benefits to deceased


    employees' families

    4. A Global Education Leave


    program
    5. Exposed to other amazing
    employees and intelligent
    thinkers
    6. The most innovative work
    environment cultures
    A

    C D

    Figure 2: ACID Model (Balmer& Greyser, 2003)


    CSR Moral Culture

    Corporate
    CSR Discretionary CSR Initiatives
    Reputation

    CSR Relational Legitimacy

    Figure 3: CSR – Reputation Model

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