Corporate Communication Strategy Chapter 2
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Questions and Answers

What is a common characteristic of both visible and invisible features of corporate communication?

  • They are all related to communication plans
  • They can be perceived by stakeholders (correct)
  • They are all visual elements
  • They are only used for advertising
  • What is the primary role of corporate identity in relation to stakeholders?

  • To create a unique logo
  • To influence stakeholders' perceptions of the organization (correct)
  • To develop a communication strategy
  • To solely focus on corporate reputation
  • According to Birkigt and Stadler, what is one of the key attributes of corporate identity?

  • Core values and mission
  • Corporate culture and reputation
  • Symbolism, communication, and behavior (correct)
  • Packaging and visual design
  • What is the definition of corporate image according to Philip Kotler?

    <p>The set of beliefs, ideas, and impression person holds regarding an object</p> Signup and view all the answers

    What is a key aspect of corporate communication that is often overlooked?

    <p>The behavior of employees</p> Signup and view all the answers

    What is the primary difference between corporate image and corporate reputation?

    <p>Corporate image can change quickly, while corporate reputation takes years to build</p> Signup and view all the answers

    What is the role of corporate reputation in attracting stakeholders?

    <p>It increases the attractiveness of the brand towards employees, suppliers, investors, communities, and customers</p> Signup and view all the answers

    According to Charles Fombrun, what is corporate reputation based on?

    <p>The company's past actions and probability of its future behavior</p> Signup and view all the answers

    What is the relationship between corporate reputation and corporate image?

    <p>Both corporate reputation and image are dependent on internal and external factors</p> Signup and view all the answers

    What is the impact of a bad experience on a consumer's opinion of a company with a positive reputation?

    <p>It is likely to be forgiven by the consumer holding an overall positive opinion about the brand</p> Signup and view all the answers

    Study Notes

    Corporate Communication Strategy

    • Corporate Communication comprises both visible and invisible features:
      • Visible features:
        • Name
        • Logo
        • Packaging
        • Ads campaigns
        • Visual design
        • Trademarks
        • Slogan/tagline
      • Invisible features:
        • Corporate reputation
        • Corporate image
        • Communication plans
        • Communication strategy
        • Corporate identity
        • Core values
        • Vision
        • Mission
        • Culture
        • Personality

    Corporate Identity, Image, and Reputation

    • Corporate Identity:
      • Initially referred to logos and visual design elements, but now encompasses all forms of communication
      • Grounded in an understanding of the organization's core mission, strategic vision, and corporate culture
      • Reflected in the way companies are perceived by stakeholders (corporate image)
      • Attributes:
        • Symbolism: corporate name, logo, and visual identity
        • Communication: planned forms of communication (advertising, events, sponsorship, etc.)
        • Behavior: employee behavior that leaves an impression on stakeholders

    Corporate Image and Reputation

    • Corporate Image:
      • Set of beliefs, ideas, and impressions held by stakeholders about the company
      • Can change in a matter of minutes or hours
    • Corporate Reputation:
      • Overall estimation of an organization by internal and external stakeholders based on past actions and future behavior
      • Sum of predictable behaviors, relationships, and two-way communication undertaken by an organization over time
      • A positive reputation facilitates a profitable brand and leads to competitive benefits
      • Attractive to employees, suppliers, investors, communities, and customers
    • Both Corporate Image and Reputation:
      • Depend on internal and external factors to transform in the public's eye
      • Consumers tend to be indulgent towards unfavorable information if they have already built a positive attitude towards a company's reputation

    Corporate Identity and Corporate Communication

    • Corporate Identity (CI) is like a company's personality
    • Corporate Communication (CC) is like a company's voice

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    Description

    This quiz covers the basics of Corporate Communication Strategy, including visible and invisible features, and their importance in building a company's image. It explores the role of corporate reputation, communication plans, and strategies in creating a successful brand. Test your knowledge of Corporate Communication Strategy with this chapter 2 quiz.

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