Corporate image and Role of communication in building Corporate image
There is a strong positive correlation between how people
perceive the organization and the pro-corporate supportive behaviour. Corporate
image is perceived as the mental picture of the organization. It is the sum
total of the perceived characteristics of the organization. Every organization
has its corporate image whether the organization does anything about it or not.
Corporate image is formed based on the stakeholders’ perceptions of specific
actions of the organization as well as associated industry and national issues.
The corporate image of the organization to a large extent influences the
reactions of the stakeholders to the specific actions, services, and products
of the organization.
Corporate image is the net result of the interaction of all the experiences,
beliefs, feelings, knowledge and impressions that people have about the
organization. It literally means the level of reputation and an overall picture
the organization has been able to create in the eyes of public, competition,
end customers and other subjects involved. It is the sum of activities linked
with the organizational culture, corporate identity and design, delivered by
the communications from the organization.
There are six
internal factors for the corporate image of the organization. These are given
below.
1. Self-image of
the organization – This is the so-called ‘ideal’ self-image. It is how the
organization chooses to identify itself to the public or to projects itself to
the public.
2. Corporate
advertising – By this the organization communicates its identity in the way
that the achievement of organizational goals gets facilitated. This is a
management responsibility. Institutional advertising generates awareness and
goodwill of the organization behind its products or services.
3. Brand image –
Brand image plays an important role to the success of a product. It consists of
functional, symbolic and experiential aspects. There is a significant
interaction between brand image and corporate image.
4. Public
relations – It is a means to build up a general reservoir of goodwill. These
can be for example sponsoring local events and contributing to charities, which
can project an image of ‘good corporate citizenship’.
5. Frontline
employees’ behaviour – Contact with frontline employees of the organization
serves to form an impression about the organization. The courtesy and knowledge
of the frontline employees and their behaviour is influenced by the corporate
culture and climate within the organization.
6. Website –
Internet is a potential means of communication to all their stakeholders. It is
part of an integrated marketing communications concept. The help stakeholders
gather information, form perceptions, and more than that gives them the
possibility to directly respond back. Further website enables the organization
to recreate and reposition itself to meet the demands of the market place.
Role of Communication in Corporate image building
Corporate communication is a
set of activities involved in managing and orchestrating all internal and external communications
aimed at creating favourable point of view among stakeholders on
which the company depends.[1] It is the messages issued by a corporate organization,
body, or institute to its audiences, such as employees, media, channel partners and the
general public. Organizations aim to communicate the same message to al its stakeholders, to
transmit coherence, credibility and ethic. Corporate Communications
help organizations explain their mission, combine its many visions and values
into a cohesive message to stakeholders. The concept of corporate communication could
be seen as an integrative communication structure linking
stakeholders to the organization.
Effective communication plays a very important role for the
organization not only in building the corporate image but also to sustain it.
It is a very influential tool for the corporate image. Through planned
communication, the organization builds awareness, reinforces goodwill, informs
and corrects misleading information. Corporate image is the combined impact
that has been made on an observer by the planned and unplanned visual and
verbal communications of the organization as well as by the outside influences.
The basic communication strategy for the corporate image is to differentiate
the organization from others and to create a favourable attitude for the
organization in the minds of the stakeholders.
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