Building a Strong Company Image: Elements and Dimensions

IMG a company has many images as each person hold different images of the company. Company manages its images and develops them by coordinating its internal operations to build a desired image in the minds of various target audiences. It can help to deliver good customer service or also recover from an episode of bad publicity. The company's image is formed by what people say about the company and what the company says about itself. Vision is crucial. As a conclusion, it is the total impression an organization makes on the mind of people, this tends to humanize them to see them much as they do human in terms of being mature, liberal, or friendly. A healthy image characterizes strong emotional response, appearance of power (feeling the power of the corporation through association with its services), sense experience confidence, and tradition (once established, it is able to launch new products based on its performance). It is a slow process (change is not effective until the desired image is accepted). Elements include product/service, quality, innovativeness, people and relations, values, programs, CSR, corporate credibility, trust, and general public approval. Evaluation dimensions include dynamic (pioneer, flexible, goal-oriented), cooperative (friendly, self-respectful), business-wise (persuasive, well-organized), character (ethical, reputable), successful (referred to finances, self-confidence), and withdrawn (secretive, aloof). REP: synthesis of the opinions, perceptions, and attitudes of the organization's stakeholders including employees, customers, suppliers, investors, and communities. Perceptual representation of a company's past actions and future prospects that describe the firm's appeal to all of its key constituents. An organization may have many reputations. Key Elements: image/what consumers think it is (external stakeholder perception of the organization), should be aligned with organizational identity (what the company is), internal members' belief of the organization, and desired identity (what the organization says it is, how managers would like their organization to be seen). 7 DIMENSIONS: Governance/Ethical (behaves, trust, respect), Workplace/talented employees, well-treated, appealing workplace, Financial performance (record of profitability, growth prospects), Innovation (leadership), Quality (offer high-quality products and services), Citizenship/Customer focus (care about consumers, with a strong commitment), Management (high-quality management with a clear vision), Social Responsibility (support good causes). IDENT: Is a management technique for communicating an organization's unique characteristics in a memorable manner. Strategic manifestation of corporate-level vision and mission, used to identify the essence of what the firm is based on what key public must perceive. Elements: Architecture (philosophy to perform behaviors, design, and communications; vision, mission, values), Environment (react against situations; industry, size, location), Communications; continuous and transient media (creating methods of image with the help of identity), Design (creation of corporate image, target visible factors in accordance with corporate identity, brand book). Visual identity (invisible contents to visible; brand name, logo, letterhead, packaging, website) Corporate ID program; analysis (gather info, define problems, objectives), design exploration (graphic, work session, prototypical development), design refinement (refinement, design extension, presentation to management), implementation (develop graphic manual).