OrgComm L1 Corporate Identity and Image

What is the definition of corporate communication (Cornelissen)?

A management function that offers a framework for the effective coordination of all internal and external communication, with the purpose of establishing and maintaining favourable reputations with the stakeholder groups the organisation depends on

Which three words summarise the corporate communication discipline?

Holistic, strategic, integrated

What are the three parts of corporate identity (Birkigt and Stadler)?

Personality, behaviour and design

What is the brand essence of an organisation?

Vision, mission, core values, company culture and business principles

What is corporate personality (organisational identity)?

Who the organisation really is. It is slow and hard to change

What is the most important way to express personality?

Behaviour (action speaks louder than words), also called corporate or organisational culture

What does the design part of identity include?

Brand names, brand identity structures and house style (logo, colours, font, visual style, clothing, business cards, letterheads), set out in the brand book

What is a vision (Cornelissen)?

The desired future state: the aspiration of the organisation

What is a mission (Cornelissen)?

The overriding purpose in line with the values and expectations of the stakeholders

What is corporate image (Cornelissen)?

The immediate set of associations of an individual in response to signals or messages from or about an organisation at a single point in time

Which types of image make up the corporate image?

Product image, recruitment image, financial image, social image

Why are positive images important?

They are a condition for building commercial relationships, for effective corporate communication, and for continuity and success

What does it mean when image is better than identity?

The organisation is over-promising and risks failure. Improve the identity or communicate a more realistic image

What does it mean when identity is better than image?

The organisation is under-promising and misses market opportunities. Improve the image (corporate image campaign)

What is the situation when image equals identity?

Ideal. Maintain and enhance it

Which steps close a gap between identity and image?

Define current identity (ist), current image (ist), desired identity (soll), desired image (soll), then build a strategic communication plan

What are the three categories of drivers for integrated communication (book 2.3)?

Market and environment based drivers, communication based drivers, organisational drivers

How many drivers for integrated communication are there in total?

Eleven

Which are the market and environment based drivers?

Stakeholder roles overlap, internal communication is inseparable from external communication, demand for greater transparency

Which are the communication based drivers?

More message clutter, effectiveness through consistency and reinforcement of core messages, complementarity of media and media cost inflation, media multiplication requires control of channels

Which are the organisational drivers?

Improved efficiency, increased accountability, strategic direction and purpose through consolidation, commonalities and overlap between communication disciplines