Image
A company's image and identity might be the only difference that people can use to distinguish one company from another.
Identity is the visual interpretation of the company's reality such as a company's logo, motto products etc. Constituencies then form perceptions based on the messages that the company send in tangible form.
Image is a reflection of an organizations' identity, in short you can say an image is a perspective of the company when seen by the constituencies, which the organizations can get a better idea about their image by conducting research and surveys.
From the Starbucks logos that you can see hear different views can be gathered depending on different individuals, some could be positive and others could be negative. This is the image you have of the particular brand.
A company's image and identity might be the only difference that people can use to distinguish one company from another.
Identity is the visual interpretation of the company's reality such as a company's logo, motto products etc. Constituencies then form perceptions based on the messages that the company send in tangible form.
Image is a reflection of an organizations' identity, in short you can say an image is a perspective of the company when seen by the constituencies, which the organizations can get a better idea about their image by conducting research and surveys.
From the Starbucks logos that you can see hear different views can be gathered depending on different individuals, some could be positive and others could be negative. This is the image you have of the particular brand.
Shaping a company's identity entirely depends on a company, factors such as clear corporate vision, careful corporate branding and most importantly consistent self presentation helps in building a good identity.
Vision plays an important role because it determines a company's core values, philosophies, standards and goals.
http://www.scripps.ohiou.edu/wjmcr/vol04/4-1a-b.htm
Logos are another important component of corporate identity because it represents their visual name. The Lexus logo not only determines class but also represents quality and luxury.
Identity management
A company needs to look at several factors when dealing with their identity, they need to keep a watch as to how the constituents are able to identify with their company and make suitable changes as per the convenience of the consumers. One major factor for gauging identity is the value of the company. Do you stand for stability, like Prudential insurance? Innovation, like 3M? Educational curiosity, like the Discovery Channel? Social consciousness, like Ben & Jerry's Ice Cream? Child-friendliness, like McDonald's? Rugged individualism , like Marlboro cigarettes? Personal freedom, like Harley-Davidson motorcycles? http://www.epromos.com/educationCenter/qus13.jsp
A company needs to set clear goals to the identity process, senior management need to ensure that these goals are set and explain how each constituent’s should react to specific identity proposals. A company needs to constantly adapt itself to the needs of the consumers for the consumers needs keep changing with time and as switchers it takes the consumers no time to change their taste and move on to another brand.
According to my personal view reputation can make or break a company, once reputation is lost its hard to earn it back and get the consumers to trust the brand. Then the company has to invest a lot to re-create the brand image in the consumer's minds and gain back customer loyalty.
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