1. 02/07/20151 Corporate Image and Identity as a Technique of Public Relations PR1B

2. Learning Outcomes  Defining Corporate Identity.  Defining Corporate Image.  Differentiating between Corporate Identity and Corporate Image.  Examples of Corporate Identity and Corporate Image. 02/07/20152

3. 3Introduction  One of the techniques of Public Relations is to establish a good corporate identity and corporate image. Organizations’ want to influence the images and reputations their various stakeholders hold of them. To do this, they use corporate identity. It is therefore important for a Public Relations person to use corporate identity to create a favorable corporate image.  Corporate identity is the way in which the company tries to identify itself with its target publics. It is largely visual and can be controlled by the organization.  Corporate image is the result of all communications regarding the organization. This is how the people perceive the organization.

4. 02/07/20154 What is Corporate Identity?  “The specific and unique qualities of an organization and can be compared to the identity of a person, defined by Botha et al, (2007:259).  Tench and Yeoman (2006:255) concur by explaining that the identity is about the sum of all the parts i.e. the proactive, reactive and unintentional activities and messages of an organization.  Botha et al. (2007:261) explain that the identity is like the unique print of an organization just like each person has a fingerprint that is unique so does an organization and this is in the form of a logo i.e. the name, signature (example the way coca-cola write their name) and colours'. These are all the basic elements of a visual corporate identity and organizations try and get it to appear wherever they can in order to promote this identity.

5. Corporate identity  Corporate identity is the visual system for controlling how you look

6. 02/07/20156 Botha et al (2007:263-264) raise an important question, “When should a company change their corporate identity; i.e. what are the reasons that a company should change their logo? The answer given by Botha et al. (2007:263-264) is as follows: *If it is old-fashioned *Due to a merger *Government policy *Change of investor *Legal requirements *New direction and vision *Social, cultural, religious or political pressure *SimilarityBotha et al (2007:263-264) raise an important question, “When should a company change their corporate identity; i.e. what are the reasons that a company should change their logo? The answer given by Botha et al. (2007:263-264) is as follows: *If it is old-fashioned *Due to a merger *Government policy *Change of investor *Legal requirements *New direction and vision *Social, cultural, religious or political pressure *Similarity

7. 02/07/20157  Tench & Yeomans, (2006:251), Corporate identify can be defined as: “The corporate identity is therefore everything that the company uses to improve their corporate image”.  A corporate identity can be changed, but is very difficult to change the corporate image. the corporate image.  I.O.W Corporate identity refers to the way the company tries to identify itself with its publics.  Tench and Yeoman, (2006:251)A corporate identity is how the organization identifies itself. The following elements form part of a company’s corporate identity:

8. 02/07/20158  The company logo and/ or symbol and slogan  The corporate colours  The corporate typeface  Slogans used by the company  Company stationery and literature  Transportation  Packaging  Signage  Advertising  Promotion  Personnel uniforms

9. 02/07/20159 What Is Corporate Image?  Corporate image differs from ones corporate identity due to the fact that the corporate image cannot be controlled and it is very difficult to change.  Corporate image refers to the way in which a company is perceived (seen) by its target publics.  It is therefore the impression that the company creates in the minds of its target publics. Just by their existence organizations portray and send messages to their various stakeholders – and it is that message that influences the stakeholders’ image of the organization Tench & Yeomans, (2006:255).

10. Corporate image Corporate image is the impression created by how you look, what you say and what you do. It is the result of all communications whether deliberate or not.

11. 02/07/201511  It is for this reason that corporate image differs from corporate identity due to the fact that the corporate image cannot be controlled and it is difficult to change.  Botha et al. (2007:254) explain that corporate image is all the personal perceptions, experiences and things that we have seen and heard about an organization; i.e. it is what you ultimately believe about an organization.  The organization's corporate image belongs to the people because it is in the eyes of the target public.  Tench and Yeoman (2006:252) define corporate/ organizational image as “the impression perceived by an individual of an organization at one moment in time.

12. 02/07/201512  Tench and Yeomans make use of a very good analogy to explain corporate image: They equate it with a photograph of an organization taken at one moment in time by an individual; whereas organizational reputation is when that individual collates all the photographs (or images) taken over a period of time into an album and forms an opinion of the organization by looking at the entire collection of photographs.  A good corporate image is usually earned by the organization because of all its intended and unintended actions.  An image is based on the target public’s knowledge and experience with that organization. Corporate image is therefore the impression created by ‘how you look, what you say and what you do.

13. Why is corporate image so important?  A company with a good corporate image is  more likely to: Win the support of its customers Win the support of its customers Develop a link with superior products and services Develop a link with superior products and services Provide good investment opportunities. Provide good investment opportunities.

14. Image development  The image development process is set out in a diagram on page 265 of the book.

15. Implementing a corporate identity programme  There are 4 phases to implementing a corporate identity programme that are explained further in a diagram that can be found on page 268 of the book.

16. Factors that could affect the corporate image of a company Factors that could affect the corporate image of a company Size of business Size of business Overall standing of company Overall standing of company Nature of business Nature of business Performance of the company – its products and services Performance of the company – its products and services Conduct of employees. Conduct of employees.

17. Factors that could affect the corporate image of a company (cont.) Factors that could affect the corporate image of a company (cont.) Management style, competence and professionalism Management style, competence and professionalism Labour relations Labour relations Return on investment – share price, dividends Return on investment – share price, dividends Value for money of products or services Value for money of products or services Pricing policy. Pricing policy.

18. Factors that could affect the corporate image of a company (cont.) Appearance of operations – professional look about premises / offices Appearance of operations – professional look about premises / offices Projection of company through its PR, marketing, advertising, and sales efforts Projection of company through its PR, marketing, advertising, and sales efforts Service levels Service levels Competitive comparisons. Competitive comparisons.

19. Bibliography  Skinner. C, von Essen. L, Mersham. G, (2009), Handbook of Public Relations, 9 th edition, Oxford Press, South Africa.  Cutlip,S.M, Center, A.M, Broom, G.M,Scott, M.(2006). Effective Public Relations. Englewood Cliffs, New Jersey:Prentice-Hall 02/07/201519

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