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Corporate Communication 2 > Exaaam <3 > Flashcards

Exaaam <3 Flashcards

1
Q

What is CEO activism?

A

The practice of CEO taking public positions on topics such as environmental, politics, and social issues that are unrelated to their core business

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2
Q

What is Corporate Communication?

A

Corporate Communication is an instrument of management in which it uses internal and external communication that are harmonised and consistent as effectively as possible

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3
Q

What does brand identity consist of?

A
  1. Corporate Personality
  2. Corporate Behaviour
  3. Corporate Design
  4. Corporate Communication
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4
Q

In corporate identity, there’s the brand essence. What is it called & consist of?

A

The brand essence is called: CORPORATE PERSONALITY
it consists of:
1. Vision
2. Mission
3. Core Values
4. Company Culture
5. Business Principles

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5
Q

What is the explanation of Corporate/Organisational Identity by Birkigt & Stadler?

A

Corporate Identity is the strategically planned and operationally applied internal and external self presentation and behaviour of a company. It is based on an agreed company philosophy, long-term goals, and a particular desired image, combined with the will to utilise all instruments of the company as one unit.

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6
Q

How did Gray & Balmer define Corporate Identity?

A

Corporate Identity is the reality and uniqueness of a company, which is integrally related to its external and internal image and reputation through corporate communication

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7
Q

There are 5 different visions on Corporate Identity. What are they?

A

AC2ID
Actual, Communicated, Conceived, Ideal, Desired

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8
Q

What is the definition of Actual Identity?

A

Actual Identity is the corporate identity that is shaped by a number of elements including corporate ownership, leadership style of management, org structure, business activities, the quality of products and services, values held by management & employees, as well as the degree to which they identify with the actual identity or other identity types.

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9
Q

What does Communicated Identity mean in AC2IDA?

A

Communicated Identity encompasses controlled corporate communication (ads & PR) but can also include “Non-controllable” Communication such as the performance of products, spin, and commentary made about the organisation

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10
Q

Communicated identity is also called as?

A

Total Corporate Communication

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11
Q

What is the definition of Conceived Identity?

A

Conceived Identity is the main perceptual concepts of corporate image, corporate reputation, and corporate branding

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12
Q

What does Ideal Identity mean?

A

Ideal Identity is the articulation by strategic planners or others of the optimum positioning of the organisation in its market, or markets, in a given time-frame

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13
Q

What does Desired Identity mean?

A

Desired identity lives in the minds of corporate leaders– the vision for the organisation

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14
Q

What is the difference between Ideal Identity and Desired Identity?

A

The ideal identity: emerges after a period of
research and analysis

The desired identity: It reflects CEO personality, ego, not supported by a rational assessment of the current org identity

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15
Q

The lack of alignment between any two identity types is potentially hazardous for any corporate entity. What should we do to prevent this from happening in the future?

A

Organisations should orchestrate these 5 elements so they are broadly congruent with each other as well as the environmental

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16
Q

How is corporate identity visualised?

A
  1. Visual identity/house style
  2. Corporate design
  3. Logo
  4. Font type
  5. Colours
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17
Q

What are the 3 important parts of corporate identity?

A

Corporate behaviour, design, and communication

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18
Q

What is Corporate Culture?

A

Corporate Culture is values and behaviours contribute to social and psychological environment of an organisation

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19
Q

There are 5 determinants of culture, what are they?

A
  1. Strong vs weak corporate culture
  2. Formal vs informal corporate culture
  3. Age
  4. Company size & niche
  5. National Culture
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20
Q

Based on Mintzberg, there are 5 organisational structures. Mention each of them!

A
  1. Simple structure (entrepreneurial org)
  2. Machine bureaucracy
  3. Professional bureaucracy
  4. Divisional (diversified) organisation
  5. Adhocracy (innovative) organisation
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21
Q

There are 6 basic parts of the organisation based on Mintzberg, what are they?

A
  1. Ideology
  2. Strategic Apex
  3. Technostructure
  4. Support Staff
  5. Middle Line
  6. Operating Core
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22
Q

What does ‘Ideology’ mean in the Mintzberg org parts?

A

Ideology: beliefs & traditions (values, norms, culture)

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23
Q

What does ‘Strategic Apex’ mean in the Mintzberg org parts?

A

Strategic Apex: board of directors (have power over org)

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24
Q

What does ‘Middle Line’ mean in the Mintzberg org parts?

A

Middle Line: middle management

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25
Q

What does ‘Support Staff’ mean in the Mintzberg org parts?

A

Support Staff: Give support outside operating workflow

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26
Q

What does ‘Technostructure’ mean in the Mintzberg org parts?

A

Technostructure is analysts that design systems, processes, etc

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27
Q

What does ‘Operating Core’ mean in the Mintzberg org parts?

A

Operating Core: operational processes

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28
Q

What is the key part of Adhocracy Organisation?

A

Support Staff or Operating Core

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29
Q

Match the correct key parts and examples for these organisational structure based on Mintzberg!
1. Simple Structure
2. Machine Bureaucracy
3. Professional Bureaucracy
4. Divisional Org
5. Adhocracy
———————————————————-
a. Ideology
b. Strategic Apex
c. Technostructure
d. Middle Line
e. Support Staff
f. Operating Core

j. Think thank, expedition
k. Multinational EU, UN
l. Fire department
m. University, Law firm
n. FedEx

A

1: b,l
2: c,n
3. f,m
4. d,k
5. e & f,j

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30
Q

What are the differences between marketing & corporate communication?

A
  1. Marketing:
    - only focus on customers
    - positions a product/service
    - more room for creativity
    - needs to be consistent with products/services
  2. Corporate Com:
    - focus on multiple stakeholders
    - positions the entire organisation
    - less room for creativity
    - need to be consistent with corporate identity
    -
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31
Q

What is the difference between a corporate brand, consumer brand, and dual role brand? Example?

A

Corporate Brand: the brand of the corporation
Consumer Brand: Branded products/services for the consumers
Dual Role Brand: When the corporate brand is also used as consumer brand

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32
Q

What is corporate story?

A

Corporate story is a structured textual description to communicate the essence of the company to all stakeholders

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33
Q

Why does corporate story matter?

A
  1. Companies find it important, ex: Nike has chief storyteller
  2. Balancing consistency and flexibility of corporate brand
  3. Ability to write/tell good stories is a valuable quality
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34
Q

What is Brand Champions in Corporate Story?

A

Brand Champions are storytellers who spread the brand idea & values

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35
Q

There are 4 principles in corporate story, what are they?

A
  1. Truth to the teller
  2. Truth to the audience
  3. Truth of the moment
  4. Truth to the mission
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36
Q

Explain the “Truth to Teller” principle in corporate story!

A

Authenticity is a crucial quality of the storyteller. Deviations from the fact will come to light, causing a loss of credibility and reputation to the business

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37
Q

Explain the “Truth to Audience” principle in corporate story!

A

There needs to be an understanding of what the audience knows about, cares about, and wants to hear. The story must resonate with those needs from beginning to end.

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38
Q

Explain the “Truth of the Moment” principle in corporate story!

A

The story should be tailored to suit the listener’s needs. It should sound different each time it’s heard although the message remains the same

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39
Q

Explain the “Truth to the Mission” principle in corporate story!

A

The story must offer a value proposition that is worthy of its audience

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40
Q

What is Sustainable Corporate Story?

A

SCS is a description of the core values (essence) of an organisation in the form of a story of about 400-600 words

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41
Q

What are the main purposes of Sustainable Corporate Story?

A

Internal: To strengthen the identification and bonds that bind employees to the organisation
External: To successfully position the organisation, clearly differentiating it with the competitors

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42
Q

There are 4 key characteristics of Sustainable Corporate Story, what are they?

A

Realistic, Relevant, Responsive, Sustainable

43
Q

What are 6 steps of sustainable corporate story?

A
  1. Position the organisation
  2. Determine the actual and desired corporate identity
  3. Analyse the corporate reputation and trends
  4. Develop Sustainable Corporate Story (by testing it)
  5. Implement the SCS
  6. Monitor the effects of SCS
44
Q

Based on Maslow’s Hierarchy of Needs, what are they consist of? from up to down, GIVE DEFINITION!

A
  1. Self-Actualization: a man’s desire to self-fulfilment (to become everything one’s capable of becoming)
  2. Esteem
  3. Social
  4. Safety
  5. Psychological
45
Q

Company or organisations need 4 points to improve employees’ self-actualisation. What are they?

A
  1. Non-judgemental organisation
  2. Supportive environments & mentoring
  3. Encourages people
  4. Celebrate success
46
Q

What does “brand Evangelists” mean?

A

Brand Evangelists are people who believe and will preach for the organisation

47
Q

What does representational theory of mind explain?

A

It is the ability of humans to empathise with the individual that we can imagine ourselves in a similar position

48
Q

There needs to be a commitment to six general principles, if community are to be sustainable. What are they?

A

EPIOrAF
Effort, Purpose, Identity, Organic, Adaptive, Freedom

49
Q

In the 6 general principles for community to be sustainable, explain each of the points!

A
  1. Effort: participation, collaboration, responsibility, obligation, consequence
  2. Purpose: focus, shared activity & vision, progress
  3. Identity: character, authentic, shared history, coherent, bounded
  4. Organic: interdependent, balanced, decentralised, richness, co-constructed
  5. Adaptive: flexible, scalable, responsive, resilient, feedback
  6. Freedom: rights, access, choice, fit, empowering
50
Q

There are 3 different terms related to “Living The Brand”. What are they and EXPLAIN!

A
  1. Employer Branding: working on an organisation’s reputation as an employer
  2. Internal branding 1.0: translating corporate brand internally
  3. Internal branding 2.0: using internal strengths to build strong external image
51
Q

Why living the brand is important? (2 points)

A
  • Balance CONTINUITY of experience with INNOVATION
  • Provide unpredictability within a framework of predictable values
52
Q

How to balance continuity with innovation?

A
  1. design
  2. communication
  3. behaviour
53
Q

Corporate brand Idea is expressed through an illustration of onion. EXPLAIN the definition of each elements!

A
  1. Internal:
    a) Vision: a snapshot of the future
    b) Values: a belief system- a way of working & communicating
  2. Middle:
    Personality: informs all communications & consumer perceptions
  3. External:
    Positioning: the summary of a brand in relation to competitors in consumers’ minds
54
Q

The key to success is that the totality of the brand definition meets these requirements, what are they?

A
  1. Memorable
  2. True
  3. All-Encompassing
  4. Reinforcing
  5. Aspirational
  6. Differentiating
55
Q

What is brand champions?

A

Brand champions are storytellers who spread the brand idea

56
Q

Mention 5 attributes relating to Brand Champions!

A
  1. Enthusiasm: the belief that the brand can make a difference to the performance of the org
  2. Credibility within org
  3. Initiative
  4. Good at involving others
  5. An understanding of branding & what it means
57
Q

What is the role of brand champions?

A
  1. Spread the brand idea to the colleagues
  2. Share best practices
  3. Encourage involvement
  4. Set & measure targets
  5. Make recommendations to the centre on brand issues
58
Q

How to create brand champions?

A
  1. Appoint employees that:
    - Have credibility within the organisation
    -Are willing to generate ideas
    - Are good at involving others
    - Recognise the importance of branding to the org
  2. Conduct introduction programmes
  3. Get help from communication agencies
  4. Provide brand training
  5. Embedding corporate values
59
Q

What is the primary function of brands?

A

To reduce our anxiety in making choices. We feel anxiety because it shows that we have freedom to choose

60
Q

What does Protagonist Identification mean?

A

Protagonist Identification is when we see the thinking & emotion of the person in the story that we can make connections with our current lives

61
Q

Mention what storytelling is for?

A
  1. Connecting to the past
  2. Articulation of our own experiences
  3. Inspiration & Memorability
  4. Word of Warning
62
Q

Van Riel argues that effective stories should have 2 key elements, what are they?

A
  • Credibility: authenticity of the story
  • Novelty: potential for differentiation
63
Q

By way of a checklist, stories must be/do?

A
  1. Provide a link between the past & future
  2. Demonstrate the brand as a guiding principle
  3. Stories must be interesting
  4. Provide an element of surprise
  5. Relate to the business strategy
  6. Be factual, down to earth, avoid corporate propaganda
64
Q

A new model: organisations build value through?

A

Intellectual Capital

65
Q

Organisations build value through Intellectual Capital. Explain the meaning!

A

Intellectual Capital is the collective power of individuals in an organisation that provides and sustains competitive advantage.

66
Q

Intellectual Capital is the combination of A and B. Define the A and B!

A

A: Human Capital
B: Structural Capital

67
Q

What does human capital mean?

A

Human capital is the combined knowledge, skills, innovativeness, and ability of employees to meet the task at hand. It includes the company’s values, culture, and philosophy.

(INTANGIBLE)

68
Q

What does structural capital mean?

A

Everything that supports the employees’ productivity, for instance: the hardware, software, databases, org structure, trademarks.

69
Q

Mention 3 advantages and disadvantages of Empowerment in Intellectual Capital!

A

Advantages:
1. Training & Developments
2. Flexible work design
3. Higher financial performance

Disadvantages:
1. It gives power to individuals but overlooks the fact that their power decreases
2. Paternalistic
3. Speed of decision making and less time

70
Q

What does empowerment mean in intellectual capital?

A

Empowerment enables employees to use their judgement to adjust the system to meet the needs of customers

71
Q

Explain each of the organisation types and its position in the mapping!

A
  1. Leaders
    - High external + High Internal
    - See brand as the hub of the operation
  2. Educators
    - High internal + low external
    - Brand as culture carrier
  3. Salesmen
    - High external + low internal
    - Brand as a sales tool
  4. Sceptics
    - Low external + low internal
    - Brand as a logotype
72
Q

In the guest lecture, there were some insights from the speaker’s experience in communication fields for more than 20 years. Mention some of the points!

A
  1. There is no captive audience
  2. Stay curious
  3. Go deep
  4. Build human relationships
  5. Learn to write well
  6. Listen attentively & focus
73
Q

Give an example of a Living Brand!

A

DISNEY STORY

74
Q

In the book, there are 3 different types on how to create synergies at work. EXPLAIN!

A
  1. Informational: downward communication as a necessary first step
  2. Participative: upward communication to build participation
  3. Beyond Politics: cross-functional communication to create synergies
75
Q

Several attributes are important to choose what kind of person makes a good champion. But what’s the most significant one? WHAT IS IT

A

ENTHUSIASM,
It’s the belief that the brand can make a difference to the performance of the org

76
Q

There are 5 factors that can undermine the success of brand champions. What are they?

A
  1. Feedback
  2. Lack of support
  3. Management lack of interest
  4. Time
  5. Money
77
Q

Mention the differences between corporate identity and visual identity!

A

Corporate Identity: encompasses many important aspects of the organisation, such as vision, mission, core values, culture, and business principles

Visual Identity: the collection of visual elements that serve to represent and differentiate a brand through name, logo, colours, typography, sound, etc

78
Q

What are the reasons to change visual identity?

A
  1. Merger
  2. Demerger
  3. Repositioning
  4. Refresh
  5. Changing of brand architecture
79
Q

What is B2B and how it works?

A

Business to Business: Products & services sold from one business to another, where the buyer is not the end user.

80
Q

What are the examples of B2B?

A

Manufacturer, Wholesaler, Retailer

81
Q

Why is the volume of B2B transactions higher than B2C?

A

Because in a typical supply chain, there will be more transactions involved since the buyer is not the end user for B2B, whereas there is only one transaction in B2C

82
Q

There are 3 B2B product types, what are they?

A
  1. Raw material producers
  2. Original equipment manufacturer
  3. Capital goods manufacturer
83
Q

There are 3 points to describe Raw Material Producers, mention each of them!

A

RAW MATERIAL PRODUCERS:
1. Products are incorporated in other products
2. Identity of the products gets lost
3. Corporate brand here is less important

84
Q

What does OEM (Original Equipment Manufacturers) mean?

A

A company that makes products to be sold to another company under its own name

85
Q

There are 3 points to describe Original Equipment Manufacturer, mention each of them!

A
  1. Products retain their form when incorporated
  2. Purchased product keeps its identity
  3. Corporate brand is more important
86
Q

Explain some points about Capital Goods Manufacturer & its explanation!

A
  1. It’s for large purchases
  2. Ex: buildings, factories, machinery
  3. Not produced for immediate consumption but to make other goods/services
87
Q

Mention 6 examples of B2B communication tools!

A
  1. Trade marketing
  2. Sales kits
  3. Annual reports
  4. Webinars
  5. Social media
  6. Newsletters
88
Q

What is Thought Leadership?

A

The innovative, creative, go-to organisation for new insights

89
Q

Why is thought leadership is important in B2B?

A
  1. A thought leader is supposed to have the latest information
  2. Build trust
  3. Create favourable reputation
  4. To build a relationship (loyalty)
90
Q

What is corporate reputation?

A

Corporate reputation is the perceptual representation of a company’s past actions and future prospects

91
Q

There are 2 ways to measure corporate reputation. What are they?

A
  1. Reputation Quotient
  2. RepTrak by Reputation Institute
92
Q

Reputation Quotient has 6 key factors when evaluating companies reputation. What are they?

A
  1. Products & services
  2. Financial performance
  3. Vision & leadership
  4. Workplace environment
  5. Social responsibility
  6. Emotional appeal
93
Q

Explain each of the factors in Reputation Quotient!

A
  1. Products & Services: perception of the quality, innovation, value, and reliability of the company’s products & services
  2. Financial performance: perceptions of profitability, prospects, and risk
  3. Vision & leadership: how well the company demonstrates a clear vision & strong leadership
  4. Workplace environment: perception of how well the company is managed, how it is to work for, and the quality of its employees
  5. Emotional appeal: how well the company is liked, admired, and respected
  6. Social responsibility: perception of the company as a good citizen in dealing with communities, employees, and the environment
94
Q

In RepTrak by Reputation Institute, there are 7 key factors in assessing corporate reputation. What are they?

A
  1. Products & services
  2. Innovation
  3. Workplace
  4. Governance
  5. Citizenship
  6. Leadership
  7. Financial performance
95
Q

What are the differences between RepTrak and Reputation Quotient?

A
  1. RepTrak has Governance, Citizenship & Innovation as category
  2. Reptrak doesn’t have Emotional Appeal whereas Quotient does
96
Q

What are the differences between Corporate Image & Corporate Reputation?

A

Corporate Image:
- Built
- Quick

Corporate Reputation:
- Earned
- Takes time
- Asset

97
Q

What deos reputation management mean?

A

Reputation management is a long-term strategy for measuring, auditing, and managing organisation’s reputation as an asset

98
Q

Explain the basics of reputation management!

A

+ OFFENSE: improve growth -> issues can offer opportunity
- DEFENSE: overcome resistance -> issues can turn into threats

99
Q

In measuring success, there is a term called ‘Brand Valuation’. Explain what it means!

A

Brand Valuation is a measuring process that is credible and understandable at a board level that aims to confront cynicism about the value of brands within organisations

100
Q

Mention 4 critics about Brand Valuation!

A
  1. Brand valuation is too narrow of a measure because it only focuses on one audience (board level)
  2. It ignores more qualitative measure
  3. The obsession with numbers is dangerous
  4. It relies much on the analyst’s assumptions
101
Q

Brand Valuation provides something… what is it and EXPLAIN!

A

Brand Valuation provides brand value figure
Brand Value Figure illustrates a clearer understanding of WHICH segments of a brand are valuable and HOW they’re valuable

102
Q

We can extend the brand valuation process into …..
What is that & EXPLAIN!

A

Brand valuation -> Balanced Scorecard
Balanced Scorecard is a set of measures that gives top managers a fast but comprehensive view of the business - which encompasses 4 perspectives: Internal business, innovation & learning, customers, financial perspective

103
Q

There are 3 measures to evaluate intellectual capital, what is it called and what does it consist of?

A

HUMAN FOCUS STRUCTURE
1. Leadership Index
2. Empowerment Index
3. Motivation Index

Corporate Communication 2 (1 decks)

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