A corporate image depicts the principles, beliefs, productivity of the company. This image is responsible for increasing the sales of the product and to achieve brand equity. Corporate image creation is a strenuous and time consuming process and is carried out by experts qualifying in perception management. Basically, the creation involves marketing experts who use various types of promotional and public relations methods. Since this image is targeted to attract the customers it should be very appealing. Besides the marketing experts, critics play an important role as well.
The name of the corporation and its catch line should reflect its mission like Wal-Mart, which says that it sells for less. A logo should also be designed accordingly. The corporation FedEx has an arrow incorporated in its logo which depicts its fast and efficient service. Once the image is created by the corporation, the next step is advertising and product distribution in the market. If a corporation creates luxury products, it should rope in big names in the advertising experts and the models to be featured in these ads should be super stars. Likewise, they should not distribute their products to every other store; instead they should target more hi-fi malls. From time to time, the advertising and branding budget should be reviewed to evaluate cost efficiency and to be in-sync with the technology. This also helps in revamping the corporate image to keep up with the fast changing demands of the consumer.
Testimonials of news papers, magazines, and labor unions can deteriorate a well-created corporate image. The simplest of controversies can be exaggerated by the media and spoil the name of the company. Controversies are born by the interference of organizations related to environment, religion, crime, politics, education or charity. Government, too, is another powerful and influential organization by itself.
Once the corporate image is created, it should be retained. It should not be here today and gone tomorrow. This image should be reflected in all of the brands and product lines of the corporation. Even if one of the products isn’t up to par, it will lead to confusion among the consumers and will hit the sales of the company. Like recently there was controversy about a particular contact lens solution of a company. It was supposed to be infecting the users with a rare disease. This not only affected the sales revenue of that particular product but also made the customers think and raise question about the authenticity of other products of that particular company.
Another company’s products had hidden a non-vegetarian ingredient in a vegetarian product. This led to the decrease of trust among the customers. In such a case, the company should either advertise itself as a company selling non-vegetarian food or it should invest in promoting the company as vegetarian by introducing more vegetarian products. So the image of each individual product of the company makes up for the complete image of the corporation. Last but not least, the image should be very realistic and truly representative of its values and should leave a personal touch feeling with the consumers.
Related Articles
What is a Brand?
By: Kae Groshong Wagner | 19/12/2006 | Marketing
Learn the eight components of branding that any size company can use to create a brand and inspire customer loyalty.
Branding your Retail Store
By: Ron Maier | 09/11/2007 | Branding
What goes into your brand image? Things to consider from store displays to your logo. For quality store fixtures visit www.slstoredisplays.com.
Three Brand Identity Myths That Will Bring your Business Down
By: Erin Ferree | 19/08/2007 | Business
"Brand identity" is the combination of consistent visual elements that are used in your marketing materials. A basic brand identity kit consists of a logo, business card, letterhead, and envelope. It can be extended to include a Web site, brochure, folder, flyer, or any other professionally designed pieces. Many business owners have misconceptions about brand identities that can damage their businesses.
Does Your Firm Have a Compelling Position?
By: John Males | 17/04/2008 | Business
Many firms follow a shotgun approach to their messaging and how they position themselves in the marketplace. Sending out inconsistent communication about what they do best, what sets them apart from the competition and why.
How Do I Stand Out From the Competition?
By: Beryl Powell | 17/04/2007 | Sales
How to stand out from the competition without changing your company name means changing the way your company is viewed.
Change your brand, your logo, colors, fonts, graphics and style, so that they are represent the uniqueness that’s your company.
Then decide how you want your company perceived. Complete the statement “When my clients tell their clients about my business they say…” Don’t use generic responses like I’m professional, efficient or cost effective.
15 Reasons Small Businesses Need a Brand Identity System
By: Erin Ferree | 20/08/2007 | Business
Business and marketing experts urge small business owners to "brand" their businesses with a logo and a set of consistent marketing materials
What's your Brand?
By: Paula Snowsill | 15/11/2007 | Dating
Branding is the thing anymore.
Branding this, branding that – the idea is that
when people think of a product
-in this case you – they have a specific image in
mind.
How to Become a Photographer With Little Or…no Competition
By: Rohn Engh | 24/01/2008 | Small Business
Stock photographers once feared that the major stock agencies who gobble up smaller ones were going to rule the industry. It hasn’t turned out that way.
Got a Question? Ask.
Ask the community a question about this article:
Frequently Asked Questions
Relationships
By: fermina3560 | 14-11-2007
how do you know if aman is interested in you
Is he "hitting" on her?
By: AllisonG | 14-11-2007
here's my friend's situation..she is 25 years old and married almost 2 years. she's currently studying at the university and in her class is a guy about 30 years old who's married with 3 kids. she's convinced they dont talk often, just the usual hi, bye each day. but she says he gives her "eyes" in class. she is constantly catching him staring at her. is he trying to make a pass at her? she thinks he's extremely cute and she said she's actually thought about what it might be like to go out with him but she would never actually go through with it b/c she loves her husband. is this normal?
What is the best baby stroller?
By: leerand | 14-11-2007
What is the best baby stroller?
Should i get marry at 25 years old?
By: oren-s55 | 13-11-2007
should i get marry at 25 years old?
Hard decision as Ex declares interest...
By: will434343 | 13-11-2007
My Ex girlfriend of 6 months has recently told me that she is interested in me again. I am currently going out with someone else who i love but cannot help but think that it could be better with my ex. Am I just being greedy, or could we have something again? OR could i go out with both of them?! x
How do you break up with someone without hurting ...
By: marianny | 12-11-2007
How do you break up with someone without hurting thier feelings? Or what excuse should i put?
Q&A Powered by:
Latest Networking Articles
Business Referrals Made Easy With Greeting Cards
By: Philip Langley | 06/09/2008
Generating business referrals is one of the golden keys to successful business. People will generally do business with, and refer their friends to, people they like.
How to Make Sure Your Personalized Keychain Gets Noticed
By: Jenny Schweyer | 04/09/2008
Every business owner knows what a challenge it is to advertise his or her business. That's the number one reason that business owners turn to customized giveaways like personalized keychains.
Networking Your Business
By: Dontrell Lyons | 04/09/2008
When people hear the term networking they will sometimes think of the classic 1980's Wall Street/Corporate America notion of people running to meetings and cocktail parties to chat with other professionals.
China Manufacturing and Import and Export to China Sourcing
By: m.jeya | 04/09/2008
USA based China sourcing service provides quality assured low cost contract manufacturing in China and engineering design services. Dynasty is a full service outsourcing provider of industrial, consumer, and medical products from China. Manufacturers in the USA and Europe are faced with the challenges associated with globalization. Manufacturing Sourcing provides high-quality, custom, factory-direct manufacturing to clients throughout the world.
Social Network Connecting People
By: Nisha Garg | 03/09/2008
Social networking allows people to form a community of friends and colleagues and converse with them. This system allows users to gain information and socialise with people.
Effective Communications in the Workplace
By: Sridhar | 02/09/2008
Good communications are extremely important for the cordial atmosphere and good productivity in the workplace. Meeting people personally and having discussions with them, is the best way to communicate. Your manners and politeness in your communications goes a long way in creating a good impression of yourself. Willingness to compromise is the best way of avoiding and getting out conflicts.
A Word on Partnerships
By: Dontrell Lyons | 01/09/2008
It was the legendary motivational coach Anthony Robbins who once said that "people are your best assets."
This is true in a number of ways and when it comes to being in business those whom you team up with can have a huge impact on your business succeeds
China Investments in Corporate Finance Reverse Merger
By: m.jeya | 01/09/2008
Reverse merger company is trading, the company then has a number of ways to raise additional funds. In a reverse takeover, shareholders of the private company purchase control of the public shell company and then merge it with the private company. The publicly traded corporation is called a "shell" since all that exists of the original company is its organizational structure. The private company shareholders receive a substantial majority of the shares of the public company and control of its bo
More from Terry Detty
Internet Banking and Privacy Policies Information
By: Terry Detty | 20/02/2008 | ECommerce
Privacy policies and legislation all play a role in keeping your rights of privacy in a good place.
The Elements of Targeted Global Marketing
By: Terry Detty | 23/11/2007 | Online Promotion
If it is possible to send out the same message worldwide in a relevant and cost-effective way, it sure must be put into practice but the challenge is really big.
The Correct Way to Exploit Keyword Phrases at your Site
By: Terry Detty | 21/11/2007 | Online Promotion
The reality which many webmasters have seen in their own experiences is that if you aim for everybody you will most certainly end up with hardly anybody. The proper approach and use of keyword phrases on your site is bound to revolutionize your fortunes online.
How to Blend Adsense Ads With your Website..
By: Terry Detty | 20/11/2007 | Online Promotion
You have the ability to change the color, format, and style of the advertisements placed on your website. You also get to determine where they are placed. This makes the idea of participating in Adsense advertising even more appealing.
What is Adsense and How Can it Benefit You?
By: Terry Detty | 19/11/2007 | Advertising
The online help and customer service of Google Adsense will give you all the information you need to know as well as help you with any questions or concerns along the way.
The Importance of Google Adsense..
By: Terry Detty | 15/11/2007 | Online Promotion
Taking the time to educate yourself about Adwords and how they can promote your business in Google Adsense will be a great investment in the future of your business. The various tools available to help make the process easier should be taken advantage of.
Make Targeted Adsense Results Easy
By: Terry Detty | 11/11/2007 | Advertising
As an advertisement host, Adsense is a great opportunity to make money. The key for both parties to benefit the most is by targeting the results. This includes using keywords and coding to get particular ads and to prevent advertising for something you don’t want on your website.
Faq on Google Adsense..
By: Terry Detty | 01/11/2007 | Advertising
Google Adsense is a great way to advertise as well as to make money hosting ads for other websites. If you are new to Google Adsense, chances are you have some questions or concerns about the program. I hope these answers have helped you.
Business 
