DESIGN AND BRAND MANAGEMENT Corporate image management

Transcription

1 DESIGN AND BRAND MANAGEMENT Corporate image management

2 CONTENT Corporate image Corporate reputation Corporate identity TOOLS AND METHODS Self analysis matrix Competitive analysis

3 CORPORATE IMAGE A corporate image is the sum total of impressions left on the company's many publics The image is what the public is supposed to see when the corporation is mentioned

4 CORPORATE IMAGE Image is perceived trough customer interactions with Corporate identity Brand identity Product and Service identity Marketing campaigns and Advertising

5 CORPORATE IMAGE IDENTITY Describes the situation and ideas of the company Values Visions Goals PROFILE The sent images Corporate identity Brand identity Product and Service identity Marketing campaigns and Advertising IMAGE Is received and experienced by people

6 CORPORATE IMAGE THE FAMILY OF BUSINESS RELATED IMAGES Holding company image(s) Other corporate, service and product brand images The corporation s Image(s) Industry Image(s) Country-of-origin Image(s) INTERNAL EXTERNAL

7 CORPORATE IMAGE IMAGE TYPICALITY WITHIN AN INDUSTRY BRANCH Banking Reliable Stable Secure Detergent Clean Soft to the skin Ecological

8 CORPORATE IMAGE Certificates and acknowledgements can be used as a tool for strengthening the desired message For example Michelin stars and Fair- trade mark create certain associations and expectations about product or service

9 CORPORATE IMAGE Corporate image is a rich but problematic concept Problematic owing to its : multiple meanings negative associations, its difficulty to control, its multiplicity and The different image effect for different stakeholder groups

10 CORPORATE IMAGE Image is created by motivated and engaged people

11 CORPORATE REPUTATION In business studies corporate image has been the dominant focus until (in the mid 1990 s) greater attention was accorded to the corporate reputation (concept = ethics)

12 CORPORATE REPUTATION IMAGE / Outsider view Is experienced by people: Consumers / other stakeholders INTERACTION Communication Products Environment Services People INTERACTION IDENTITY / Insider view Strategy: Visions, mission Values, motivation History, Stories, Myths Organisational structure Organisational culture, rituals Tasks

13 CORPORATE REPUTATION Reputation can be destroyed easily especially on the recommendation based markets

14 CORPORATE IDENTITY Is the persona of a corporation organisational philosophy designed by the business objectives visibly manifested by the way of branding and the use of trademarks

15 CORPORATE IDENTITY joenloka.fi

16 CORPORATE VISUAL IDENTITY Expresses the vision, values and objectives of a company, its business and its characteristics The aims are a good image and reputation: Visibility, managing the attention Recognisability Symbolisation Coherence Memorability Positive features The structure of organisation and offerings

17 CORPORATE VISUAL IDENTITY

18 COMPANY IMAGE MANAGEMENT Products and Services Strategy Vision, Mission Soul Channels and Communication user interaction Image management Corporate identity Brand management user interaction Environment user interaction Service style And Behaviour

19 SELF ANALYSIS MATRIX TOOL HOW? Analyse the company and answer the following questions and place your answers on the matrix Purpose Why the company exist? What they want to achieve in long run? Philosophy What is company s point- of- view? What things are meaningful for the company? Principles What are the principles/processes/platforms what the company take into consideration with their products and services? Offering What is the company s final product or service?

20 SELF ANALYSIS MATRIX TOOL

21 COMPETITIVE ANALYSIS - TOOL HOW? Identify your competitors Collect information about them as much as you can Analyse your competitor s offerings and strategies according the list of factors Source: Robert Curedale. Design methods 1: 200 ways to apply design thinking

22 COMPETITIVE ANALYSIS - TOOL Source: Robert Curedale. Design methods 1: 200 ways to apply design thinking