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Creating a
Corporate
Image |
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Creating a Corporate
Image
For any corporation it is very important
to create a distinct image in the market. This is known as
Corporate Image which distinguishes the corporation from its
competitors and provides a picture of it to the general
public. It 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 used
various kinds of promotion methods and public relations. Since
this image is targeted to attract the customers it should be
highly appealing. Besides the marketing experts critics play
an important role too.
The name of the corporation and its catch
line should reflect its belief like Wal-Mart, which says that
it sells for less. A logo should also be designed accordingly.
Like 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. Like if
the corporation creates luxury products, they 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. Time to time,
advertising and branding budget should be reviewed to cut down
on cost and to be in-sync with the technology. This also helps
in revamping the corporate image according to the fast
changing demands of the consumer.
Testimonies of news papers, magazines,
and labor union can deteriorate a well-created corporate
image. 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 and 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 like here today and gone
tomorrow. This image should be reflected in all the brands and
product line of the corporation. Even if one of the products
isn’t up to the mark, 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
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. And last but not
the least, the image should be very realistic, truly
representing its values and should leave a personal touch with
the consumers.
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