Corporate Image

1. What corporate image is.

Image has 2 sides: 1. perception of a company by public based on information;

1. emotional perception.

Incorporate terms, you are what people think you are. 97% of managers said image accounts for a significant measure of a company’s successes and failures.

Corporate image is the sum of the entire organization, objectives and plans. It includes the products, services, management style, communication activities and actions. Everything a company is, says and does is component of its image. Building a positive corporate image requires skillful long- term planning. Plans to ensure a positive corporate image should create an impression that will last for years. The corporate image is not a possession of a company. It is rather, the impression which exists in the minds of other people: it is external, not internal. It is neither fixed nor static, but is subject to change.

Corporate image includes many elements: history of a company, its reputation, stability, finance success, etc. False or partial information may form false image.

2. Types of image

Mirror impression- our impression about ourselves, very often an illusion.

Current image- public’ impression about an organization, it requires full information

Desired image- that is what an organization wants to have

3.Start the programme of image

Steps to follow when launching a corporate image programme:

*Evaluate

Negative image is a consequence of lack of information, prejudice.

** Define

*** Determine

**** Coordinate

Target audience

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4. Plan of actions for image.

A good image deserves a proper presentation. The programme must be directed to the right people at the right time, be customer- oriented.

“When people know there is someone caring for them, they want to buy the products no matter what the cost is”

Plan should take into account some factors that influence of corporate image:

- corporate statements- what is being said by the company about itself on different levels

- actions

- everything visual about the organization

- name of a company and how it relates to the company activities

Glossary

Corporate image- имидж компании, корпорации

Perception- восприятие

Mirror impression- зеркальный имидж

Current image- текущий имидж

Desired image- желательный имидж

Task for office hours- Definitions of corporate image

Task for IWS- How to improve a company’s image

References

Mandatory

Aги У. Все о PR, Питер, 2008, глава «Имидж»

Recommended

Ф. Хенслоу, Практическое руководство по Паблик Рилейшнз, СПб, 2009

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