Corporate identity

Question 1

The actions of an organisation and it’s employees, including customer service, ethical practises, internal culture and leadership.

Answer 1

Behaviour

Question 2

The message the company sends out through advertising, PR, and internal communication.

Answer 2

Communication

Question 3

The visible and tangible aspects of the organisation like; logos, uniforms, packaging and the visual identity of offices and stores.

Answer 3

Design

Question 4

What are the consequences of an identity-image gap?

Answer 4

1. Loss of trust - Stakeholders lose faith.
2. Reputation damage - Unable to keep and attract new relations.
3. Customer backlash - Respond with boycotts, negative reviews and unloyalty.
4. Internal confusion - Employees struggle and lose interest and motivation.

Question 5

What are the critical weaknesses of the Corporate Identity Model?

Answer 5

1. It assumes a static relationship, when in fact it is dynamic and influenced by external factors.
2. It suggests that aligning identity & image is always ideal when it is not always possible or desirable.
3. It oversimplifies the perception of stakeholders when they all have unique perceptions.