Corporate Identity and Corporate Image Flashcards
What is vision according to Cornelissen?
Desired future state: the aspiration of the organisation
What is mission according to Cornelissen?
Overriding purpose in line with the values and expectations of the stakeholders
What is Corporate Image according to Cornelissen?
The immediate set of associations of an individual in response to one or more signals or messages from or about a particular organisation at a single point of time
What is Corporate Communication according to Cornelissen?
a management function responsible for coordinating all internal and external communication to establish and maintain favourable reputations with essential stakeholder groups
What is Corporate Public Relations(CPR)?
Corporate public relations involves communication with investors, communities, employees, media, and government, distinguishing it from marketing and marketing-related public relations activities
How was Corporate Communication divided before the 1980’s?
Corporate Communication was divided into Marketing and Public Relations
How do many organisations approach the integration of Marketing and Public Relations?
In many organisations, marketing and public relations are not merged into a single function, but they are managed within the framework of corporate communication. This framework offers a holistic perspective that draws from various communication disciplines, methodologies, and experiences
What are the drivers for integration?
-Market- and Environment-Based Drivers
-Communication-Based Drivers
-Organisational Drivers
What are the Market- and Environment-Based Drivers?
Changes in the business environment, stakeholder demands, and the blurring of lines between internal and external communication are significant drivers. Stakeholders often hold multiple roles, and consistent communication is essential for transparency and reputation management
What are the Communication-Based Drivers?
The saturation of commercial messages in today’s environment makes integrated communication strategies crucial to break through the clutter and be remembered. Consistent messages and using various media channels effectively contribute to greater communication impact
What are the Organisational Drivers?
Integration is also driven by the need for efficiency and cost reduction. Combining communication disciplines into consolidated departments improves productivity and reduces costs related to coordination. It enhances functional expertise, eases coordination, and increases accountability
How does a horizontal structure look in an organisation?
In this type of organisation, managers don’t have a presence too visibly, and there are many employees under only one manager.
This design allows employees to have more freedom and independence to make decisions, and it encourages an empowering environment that connects with general objectives
How does a vertical structure look in an organisation?
This type of business takes an elongated structure, usually in the form of a pyramid where there are very specific roles from top to bottom.
Leadership is located at the top and, as you move down, the pyramid autonomy and decision-making power are reduced
Key words of Corporate Communication …
Holistic, Integrated, Strategic
What does corporate personality in Birkigt and Stadler’s model cover?
Brand essence: vision, mission, core values, company culture, business principles
