4 Flashcards
Wat is het verschil tussen image en identity
An organisation communicates its identity to us and we have an image of the company
Waarom is een goede corporate identity belangrijk
strategically projecting a particular positive image of the organization
* to build, maintain and protect strong reputations with stakeholders
* leads to stakeholders accepting and supporting the organization
* gives organizations first-choice status with investors, customers, employees and other stakeholders
Wat zijn de verhoudingen tussen corporate identity image en reputatie
Organisation has an identity and shares it what creates the image and the reputation is the long term relationship with the organisation
Wat is culture
the organization’s values as felt and shared by all employees of the organization
Wat is de Birkigt and Stadler model of corporate identity
De corporate identity exists out of
Symbolism: a logo, colour, brand name
● Communication: campaign, advertisement, tone of voice (e.g. hema → similar lay-out, voice over etc.)
● Behaviour: how do they treat customers? how do employees behave?
Corporate personality: the soul, spirit and culture of the organization
Wat zijn de karakteristieken van een organisatie met een sterke reputatie
Visibility: corporate themes are visible in all internal and external communication
* Distinctiveness: corporate identity is distinctive
* Authenticity: organization communicates values that are embedded in
its culture
* Transparency: organization is open and transparent about its behavior
* Consistency: organization communicates consistent messages through
all communication channels
Wat zijn de voordelen van corporate image investing
Distinctiveness:
Stakeholders: recognize an organization – clear picture of the organization
Employees: A strong image helps raise
motivation and morale – creating a ‘we’ feeling
Impact: Being favoured may have an impact on
performance Impact
Consistency: Avoid conflicting images and messages
Especially important as individuals have more than one stakeholder role
Wat is het verschil tussen corporate personality en identity
Corporate personality is the soul, spirit and culture of the organization, not always tangible
Corporate identity is the tangible manifestation of that personality, the construction of an
image that enables important stakeholders to differentiate the organization from others
Welke verschillende corporate branding zijn er
Monolithic: organization can be recognized (Philips) organisation sells all product direct under their own name
● Branded: no connection between the organization and the brand (Unilever)
● Endorsed: brand and organization are connected (Nestlé) they sell a KitKat and brand it with Nestle as a sort of qualitystamp
Waarom is distinctiveness belangrijk voor branding
To make your brand different and recognisable
Wat zijn points of parity en points of difference
Points of parity: features shared with competing brands → not decisive to customers, but
absence would be negative
Points of difference: relevant features that competitors do not have → basis for superiority
Wat is de vision
Senior management’s aspirations for the
organization
Wat is image
the image or impression that outside stakeholders have of the organization
Hoe controleer je de interface tussen de vision en de image (image vision gap)
Find out whether management is taking the
organization in a direction that its stakeholders support
Who are the organization’s stakeholders?
What do the stakeholders want from the organization?
Is the organization effectively communicating its vision to its stakeholders
Hoe controleer je de interface tussen de culture en de image (image culture gap)
Meant to identify potential gaps between the values of employees and the perceptions of stakeholders outside of the organization
What images do stakeholders associate with the organization?
In what ways do its employees and stakeholders interact?
Do employees care what stakeholders think of the organization
