Corporate Communication Strategy Chapter 2
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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 can be perceived by stakeholders

What is the primary role of corporate identity in relation to stakeholders?

To influence stakeholders' perceptions of the organization

According to Birkigt and Stadler, what is one of the key attributes of corporate identity?

Symbolism, communication, and behavior

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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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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