KEY TERMS
Corporate communication = An integrated and holistic approach to all
communication produced by an entity (such as an
organization); a synchronization of different aspects
of communications by an entity and the integration of
messages that this entity is sending to its audiences
through its behaviour, symbols, and messages. It is an
umbrella term for all forms of behaviour and
communication that are performed (within or outside)
by a certain corpus.
Business communication = Applied science dealing with the construction and
application of modes of expression, symbols, and
signs that accompany profit-oriented activities, related
to offering products and services for satisfying human
needs and desires.
KEY TERMS
Organizational = Focuses on analytical and critical capabilities that enable the
communication interpersonal, collective, and total understanding of the
organization through a communication perspective. The main
focus of the discipline is studying vertical, horizontal, and
transversal information flows in an organization.
Management = Combines the knowledge of business and organizational
communication communications and transfers it to the management context.
This discipline tried to explain structural, systemic and functional
aspects of communications and to provide knowledge of
communication techniques among managers in the internal and
external environment of the organization.
KEY TERMS
Public relations = A discipline and a management function that deals
with planning, execution, and evaluation of
organizational communications with internal and
external publics, or with managing communications
between an organization and its strategic stakeholders.
Marketing = An instrument aimed at involving consumers in an
communication exchange relationship with an organization. Each
marketing communication is target-oriented in the sense
that it directly or indirectly supports the selling of the
product, service, and/or any other brand.
KEY TERMS
Duality of organization = Refers to an organization or a group of people joined by a
common goal and who function as an autonomous social subject
at the same time.
Organization denotes a group of people with a common goal Organization, by implication, is an independent social
subject
Internal External
Organizational
communication Public relations
Macro
Management
communication
Micro Business Market
communication communication
Organizational Unitary aspect
aspect
CHAPTER TOPICS
1. Definition of corporate identity
2. Dimensions of the identity in organizations
3. Goals and corporate identity
4. Corporate identity management
5. Branch identity
6. Cobweb
7. Identity characteristics
8. Corporate identity communication
In which
With what With what
Who Says what? To whom? channel?
(How) purpose? effect?
2 Corporate 3 Corporate 6 Stakeholder 7 Storytelling 9 Corporate 11
indentity brand and management and issue associations: Organizationa
branding and management in identity traits l identification
communication times of change and corporate
4 Employer and crises image 12
branding Organizationa
8 Corporate 10 Corporate l commitment
5 Ethical communications associations: and social
branding and reputation and acceptability
corporate trust
social
responsibility
Book chapters in the classical communication model
UNDERSTANDING
CORPORATE IDENTITY
= a visual statement of a company, or of = relates to permanent conceptions of
any other corpus, stating who and what employees about what makes the
they are and how they see themselves organization special, including
(Designer’s point of view) organizational structure and actions, as a
result of group dynamics, organizational
*Note: Visual representation must be based
culture, and construction of reality in the
on a company’s real identity, which is
organization (Organizational theory and
much more than just a symbol.
human resources points of view)
UNDERSTANDING
CORPORATE
IDENTITY
CORPORATE IDENTITY
Case study - CIMB Bank
CORPORATE IDENTITY
Case study - Tech
UNDERSTANDING
CORPORATE IDENTITY
= a sum of all the factors that define = Corporate identity is a mix of
and project what an organization is, actual characteristics of a specific
and where it is going – its unique corpus that contribute to its
history, business mix, management uniqueness.
style, communication policies and
*Note: Identity should not be
practices, nomenclature,
considered from many different
competencies, and market and
viewpoints, but should also be
competitive distinction
studied holistically.
(Communication approach)
UNDERSTANDING
CORPORATE IDENTITY
= Represents a mix of characteristics of a corpus that makes the corpus unique –
uniform inwards and diverse outwards.
• Identity characteristics are real, central, and relatively constant attributes
that distinguish one entity from another.
• It is a strategically planned, internally and externally implemented
representation that relates above all to the entity's distinctive and unique
characteristics.
• Corporate identity relates not only to characteristics that enable recognition
of the organization but configuring a system that makes an organization
unique and different from others.
Which concept best describes the challenge that organizations
are facing in relation to corporate identity?
ADAPTIVE INSTABILITY
In terms of a company, its
identity is composed of
Concrete characteristics, such as size,
the company’s products, organizational
structure, the geographical distribution of
branches
Modes of actions, such as applied style,
clarity of mission and goals, the
aggressiveness of strategy, the level of
control centralization, fairness in relation to
stakeholders, and communications;
Consistency between employees
and the organization is expressed
through team spirit, commitment, loyalty,
proactivity, and anticipation of employees
DIMENSIONS OF THE IDENTITY IN
ORGANIZATION
Company as a Company as a
group of people WHO ARE WE? working social unit
with a common
goal
IDENTITY OF
Uniformity THE Diversity
identification inwards ORGANIZATION outwards differentiation
Organizational Corporate
identity identity
WHAT ARE WE?
DIMENSIONS OF THE IDENTITY IN
ORGANIZATION
Diversity outwards = Means that, besides their separate legal existences,
each company develops its own series of characteristics that make the
company recognizable. The emphasis is on the identification, articulation,
and development of unique capabilities of a company; of such attributes
that enable the company to develop value on the market, that make the
company incomparable and explicitly different from other companies in
the branch of industry.
Uniformity inwards = Means that corporate identity provides employees
with the possibility of personal and group identification, which functions
as a glue that holds together different organizational departments and
strategic units, but also individuals and groups in the organization.
Corporate identity
When and Why?
THE TASKS OF
CORPORATE IDENTITY
MANAGEMENT
• To improve visibility
• To reflect strategic (re)directions
• To integrate the company’s goals with
the corporate culture
• To create a platform for growth and
success
• To occupy a desired position and image
in the eyes of key stakeholders, to
articulate key identity attributes
• To change links and fortify existing
identity
• To forty and invest in reputation
GOALS AND CORPORATE IDENTITY
What is the desired position of the company within its field?
What is the desired management type and philosophy?
What kind of a citizen does the company want to be?
Does the company strive for stability or dynamism?
MANAGING CORPORATE IDENTITY
The key question in terms of corporate identity
management is what the organization is. Only
after the organization has a clear picture of who
it is, what its responsibilities and priorities are,
and how it should be managed, can it express
its identity.
From a management point of view, corporate
identity is simply a mix of the company’s unique
attributes that enable the company to develop
advantages in the market that make the
company incomparable and explicitly and
relevantly different from other companies in the
industry.
CORPORATE Soul.
Values, subcultures inside
IDENTITY the company, internal
image, identification of the
company by its employees
Mind.
Voice.
Company’s vision and
philosophy, strategy, Employee behavior,
provision of services and communication with
products, brand customers, company’s
architecture, ownership attitude toward social
structure, company issues, integrated
history marketing
communication
The corporate identity mix is, by analogy with humans, composed of three dimensions (Balmer and Soenen 1997)
MANAGING CORPORATE IDENTITY
The corporate identity management mix includes three additional elements
(Balmer and Soenen 1997)
MANAGING CORPORATE IDENTITY
The process of corporate identity management consists of 05 steps according to Ackerman (1988)
CORPORATE IDENTITY MANAGEMENT
Conducting a value analysis
Formulating a positioning strategy
Developing a corporate identification system
Devising a stakeholder management programme
Implementing and monitoring the identity management programme
BRANCH IDENTITY
corporate identity UNIQUENESS
COMPANY LIKE NO OTHER
branch identity COMPANY LIKE SOME SAMENESS
OTHERS
COMPANY LIKE ANY OTHER
BRANCH IDENTITY
The analysis of branch identity, most often carried out by analyzing the content
of all communication by every actor in the branch, media publications,
commentaries and perception studies of different stakeholders, enables us to
learn about the corporate identities of competing companies. By differentiating
between branch attributes and the distinguishing attributes of competing
companies, a company can identify the undertaken market position.
Such analysis, in combination with sufficient
knowledge of the organization’s internal
environment, its competencies, visions of
employees and management, and corporate
identity, can be an important factor in becoming
a competent and competitive company in the
given market and business environment
BRANCH IDENTITY
Branch identity refers to a mix of properties or characteristics which are common to all companies
inside a particular industry.
BRANCH IDENTITY
The analysis of branch identity must include the analysis of its content, strength, and complexity.
KAPFERER BRAND IDENTITY PRISM
Picture of Sender
Physique Personality The brand identity prism was created by
J. Kapferer in 1996. It is one of the well-known
marketing models, also referred to as Kapfer’s
Brand Identity Prism, and comes in a hexagonal
Externalization
Internalization
prism shape. It helps companies to build a
powerful brand identity and define the core
Relationship Culture
values of the brand.
The Six Elements (characteristics) of Kapfer’s
Brand identity Prism are Physique, Brand
Personality, Culture, Relationship, Customer
Reflection, and Customer Self-image
Reflection Self-image
Picture of Recipient
KAPFERER BRAND IDENTITY PRISM
Picture of Sender
Picture of Sender refers to the way the brand
The brand identity prism was created by J.
presents itself. Physique
Kapferer andIt Personality
in 1996. fallwell-known
is one of the under this group.
Physique Personality
marketing models, also referred to as Kapfer’s
Picture of Receiver refers to how customers see the
Brand Identity Prism, and comes in a hexagonal
brand. Reflection and Self-image belong to this category.
Externalization
Internalization
prism shape. It helps companies to build a
Relationship Culture powerful brandaddresses
Externalization identity and define
all the thebycore
output the brand
values
visible to of thesuch
customers brand.
as the logo, advertising, products
and service andElements
The Six therefore(characteristics)
it is represented of
byKapfer’s
Relationship
Brand identity Prism are Physique, Brand
Reflection Self-image Internalization includes values, human resources
Personality, Culture, Relationship, Customer
policies, management, and so on and directly addresses
Reflection, and Customer Self-image
Culture
Picture of Recipient
The brand or company
Physique. Personality.
• Tangible physical characteristic of a brand • How brand communicates its identity to others
• Logo, color palette, packaging and the presentation • Brands may use a specific type of writing, tone,
of the brand to its audiences attitude or colors
• Trait of a brand in the eyes of consumers
Internal values: How people see themselves
External values: How others see them
Relationship. Culture.
• Relationship between brand and its • Core internal values of a brand
customers • The value system and the principles
• What customers hope they are getting on which a brand bases it behaviors
from the brand beyond the actual product
or service
Reflection. Self-image.
• How a brand portrays its target audience • The way in which customers see themselves in
a particular brand
• Set of stereotypical beliefs or attributes of a
brand’s target market, which is often highlighted • By associating themselves with certain brands,
in ads and other communications they see themselves differently
Their customers
Physique. Personality.
Relationship. Culture.
Reflection. Self-image.
The Acid Test of
Corporate Identity
Management
The Acid Test of Corporate
Identity Management
Different types of identities
(Balmer and Soenen 1999)
Actual identity: What the organization is
Communicated identity: What and how the company communicates
Conceived or perceived identity: How the organization is perceived
by its different publics (or audiences) and what its image and reputation are
Ideal identity: The optimum positioning of the organization in its market
by taking cognizance of its strengths, capabilities, and environmental
consideration
Desired identity: The identity which the chief executive and management
board wish to acquire
reliable safe quality
COBWEB
modern innovative
responsible easy to use friendly
DESIRED
ACTUAL
The cobweb method is useful when the management is looking for appropriate identities
Communicating
Corporate identity
When communicating corporate
identity, however, we must keep in
mind that it is not permanent and
unchangeable. Organizations are
faced with the paradox that they must
be actual and adaptable at all times
but at the same time also represent
continuity that guarantees security.
CONCLUSION
Companies tend to preserve the continuity of
their identity, but they must constantly keep
paying attention to whether their identity is still
actual, relevant, and attractive in view of the
changes in the environment, perceptions and
meanings.
In case there are differences between
perceptions and preferences of important
stakeholders, and the corporate identity, the
latter needs to be adjusted, refreshed and re-
actualized.
