Concepts of Corporate Image
In any business, corporate image is the character or the reputation of a company or corporation which is intentionally projected in accordance with the attainment of the business goals as well as the mission and vision of the organization. This is obviously done through branding and using trademarks in the business. In this same manner the concepts of corporate image or identity is being manifested through ownership of the corporation; at the same time by applying the organizational philosophy and culture of the company. Corporate image helps the organization and the employees to identify themselves as a unique group of people in the business; and has special distinction from the rest of the competitors in the industry. In addition corporate image paves the way of any organization to the right direction of their business. Basically, a corporation is appropriately guided by the company’s policies, guidelines and objectives. Generally, effective planning, comprehensive marketing strategies and proper implementation are the primary factors to achieve the right corporate image of any organization. Furthermore, branding is one of those supporting technique to achieve an excellent corporate image to the public. By having a corporate logo color palettes, typefaces, page layouts and titles provide an effective visual existence of the corporation’s identity in the eyes of the clients. As a matter of fact, there are many companies or corporations who spend huge amount of money in research, design and implementation in having their own exceptional image or identity on all their products; that can be obviously appealing to their target market.
According to marketing and business experts, companies need to create an effective corporate identity to be able to build public trust. The corporate image is the most effective form of communication between the company and the people outside the business such as the government agencies, legislator, and financial institutions and of course their customers. In this same fashion, there are various conceptual theories that have been developed over the years now. And, the most common factor that they all have is the goal to achieve to successfully market their products and services to the people or consumers. Despite of all those various concepts regarding corporate image; all of them still have the same message that wanted to get across by the people in the market. And that is to buy their products and services. Comparatively, according to Newman in 1953, corporate image is being identified as the human personality of the organization and the people that work in the company. This is a mirror on how they work in the business, what kind of products they are producing and how far their business has gone through in terms of creating outstanding products and excellent customer service to their clienteles. On the other hand, Martineau in 1958 strongly believed that corporate image is referring to the functional characteristics of one organization in terms of quality, reliability, service, price and its real message that they want to impart to the customers or consumers. Nevertheless, in 1977 Kennedy diverted his own concept of corporate image by focusing on the behavior of the employees inside the corporation. She believed that having effective sets of corporate rules and policies for the employees is a valuable measurement if the company has an excellent corporate identity or image. According to her, there must be an outstanding implementation of employment compensation schemes that is suitable to the efforts and ability of these people who are responsible in planning and creating brilliant ideas and strategies to improve the image of the business.
With all these in mind, the truth remains the same that in order to have a favorable name or identity, a company must have first the strong organizational foundation that will serve as the cornerstone for all those times that it has to be criticized, judged by many people. Having a good management and organization with all its best and skilled employees; any corporation would not go into wrong direction. Let us simply put it this way, having a good corporate image or identity is something that has to be worked and improved at. It requires a lot of exceptional efforts and abilities to achieve one. It also projects an image of the management and its workforce in the corporation. Meaning, it symbolizes not only the products and services of the company but foremost the cultural value and human assets of the entire organization. Corporate image of a company can also show how a particular company stands out among the other competitors.