CORPORATE IDENTITY A corporate identity or corporate image
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CORPORATE IDENTITY
A corporate identity or corporate image is the manner which a corporation, firm or business presents themselves to the public (such as customers and investors as well as employees). The corporate identity is typically visualized by way of branding and the use of trademarks, but it can also include things like product design, advertising, public relations etc. . Corporate Identity is either weak or strong; to understand this concept, it is beneficial to consider exactly what constitutes a strong corporate identity.
BEST PRACTISES The following four key brand requirements are critical for a successful corporate identity strategy. • Differentiation - brands need to have a clear differentiation or reason for being. What they represent needs to stand apart from others in order to be noticed, make an impression, and to ultimately be preferred. • Relevance - Brands need to connect to what people care about in the world. To build demand, they need to understand fulfil the needs and aspirations of their targeted audiences. • Coherence - To assure credibility with their audiences, brands must be logical in what they say and do. Messages, marketing communications, all the brand experiences, and all of the product delivery need to hang together and add up to something meaningful. • Esteem - Esteem is the reputation a brand has earned by executing clearly on both its promised and delivered experience.
LOGO, CORPORATE IDENTITY OR BRAND WHAT’S THE DIFFERENCE? A logo is a way to visually represent a product, service, company, or individual in a way that’s memorable and briefly tells their story. A corporate identity is the bigger picture of all the visual and sensual aspects of a company. A brand image is comprised of every experience a person has with that company, person, product or service. It’s what you think of when you see the logo
LOGO CATEROGIRIES Standalone categories : Symbol logos that are recognised worldwide don’t need the company name. Wordmarks and logotypes : Examples of memorable logos created by type only. Combination of Symbol and type : Examples of well-known typeface and symbol combination logos
WHY CORPORATIVE IDENTITY IS IMPORTANT It is important because it is mainly formed by the audience—the customers, based on not just the strategy, positioning, marketing and logo created by an agency, but the behaviour, ethics, and values of the company as well. When a customer feels in sync with a company, it is an emotional bond, a connection based on shared vision and values.
HOW IT RELATES TO CURRENT ADVERTISING INDUSTRY • Businesses that engage in impact advertising are more likely to firmly establish themselves in the market because they create a lasting psychological impact on the audience, giving them valuable entertainment or information and creating a positive association with their product. • • It drives business sales growth because they create interest among consumers. • Through electronic commerce and social media, businesses now have greatly expanded reach and can literally transact with consumers in any part of the globe. Once consumers are aware of a company's products and services, they are more likely to go out and buy it, the advertisement entices them to try it out and experience it for themselves.
CASE STUDY 1 - UBER'S NEW ABSTRACT, COLORFUL LOGO Uber has replaced its black-and-white u-shaped logo with an abstract geometric shape that differs in colour according to which country it is being used in, with the new look raising eyebrows across social media. Travis Kalanick, Uber’s founder and chief executive, described the old look as "black and white, somewhat distant and cold" and said that it failed to communicate that Uber was a "transportation network, woven into the fabric of cities and how they move".
CASE STUDY 2 COCA-COLA'S SPONSORSHIP OF THE LONDON EYE? News broke in September that Coca-Cola was replacing EDF as the sponsor of London tourist attraction The London Eye, with the soft drinks giant becoming the third corporation to buy naming rights.
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