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15 Corporate identity - Coggle Diagram
15 Corporate identity
Identity- definition
ethos, aims, values
difrent in competitive environment
combination of design, communications, behavior,
phisophy, culture
strong identity is recognizable and familiar
is a means of integrating all disciplines and activities essential to an organization´s success
Corporate identity strategy
Differentiation
what sets the brand apart from others
Relevance
what people care about, how it meets the demand
Coherence
between the promised and delivered experience
Esteem
the reputation a brand has earned by executing clearly
Who is the organization?
What does id do?
How does it do it?
origins of the corporate identity
antiquity- personal marks inscribed on earthenware
religions have Christian cross, Judaic star of David
symbols on 15th century
industrial revolution use logo that means visual trademark
= identification producct and quality
first cor. brand and image in 1940s -> cor. identity is name , logo, style, visual identity in 1950-1960, -> cor. behaviour and communication in 1970-1980, concept of corporate identity in 1990
Elements of corporate identity
includes products or service,shared values, ambitions, tone of voice, PR profile
visual identity
Categories:
Corporate design
visual elements=promote the image
name, slogan, typography, logo or symbol,
colour, rpoduct design,..
cor. communication
internal x external comm., interact with other
PR, advertising, webside,..
cor. culture (behaviour)
beliefs and behaviours within an organ.
philosophy, values, code of conduct
image (reputation)
it is activities, products, service are perceived by outsiders
focus on the organisation´s long-term reputation
org. policies
maintain fairness
respect the stakeholders
logo (ideogram)
graphic symbol repre. org, person, company
used without the name of the business
logo holds values
use in marketing
formulating the concept, initial design,
finalizing the logo concept, deciding
brand
represents emotial image of corpo. in respect
combination of uniqe design, logo, words, mental concepts
represents the product´s promise
include:
slogan/ motto
corporate colours
typography
business card
webside design
brand awareness
factor in evaluating the company
branding
process of creating a name, symbol or design
develop a unique image for product in consumers mind
presence in the market that attracts and retains loyal customers
well know products acquire brand recognition
strategic branding leads to a strong brand equity (values)
emotial attachment of consumers
cor. culture
refers to the shared values, attitudes, standarts, belieafs
rooted in an org. goals, strategies, structure and approaches to labour, customers, investorsa, greater community
features:
vision - purpose, aim
values - moral and behavioural standarts
practices
people
narrative - history, culture, story
place - geography, workplace, architecture
business ethics
moral principles that guide the way
ethical way
company must make a competitive return for its shareholders
minimise any harm to the enviroment and work
not use child labour
not engage in bribery
code of business conduct
management tool for setting out an org.
values, responsibilities, ethical
own code based on its core values
is into orientation and training programs
emplo. sign the document
use audit to measure the effective. of their code
corporate social and environmental responsibility
corporate social responsibility
ethically behave, contribute to economic development while improving the quality of life of the workforce and their familes and local community
CSR can involve
philantrophy
donating
ethical labour practices
treating emplo. fairly and ethically
enviroment
sustainability of enviroment
corporate environmental responsibility
protect the enviroment
large carbon footprint
reduce foot...
preservation of enviroment
use of recycled materials
reduction of water, pollution, wastage
use of sustainable resources