Identity, Image, and Reputation

Synopsis of the topic

 

The identity of a company is conveyed through the name, the logo, the motto and all others tangible assets of a company. It is something objective. On the contrary, the image of a company is the subjective perception from its constituencies. A company has one identity but can have several images. Identity and image are ways to differentiate a company from others. An inspirational corporate visual, a careful corporate branding and a consistent self-presentation contribute positively to corporate identity.

 

To manage its identity process, a company must conduct an identity audit, set identity objectives, develop designs and names, develop prototypes, launch and communicate on its new identity, and finally implement the program.

 

A corporate reputation differs from its image because it is built up over time and it is not simply a perception at a given point of time. It differs from identity because it is a product of both internal and external constituencies. Scandals have shown the importance of a good reputation.

 

In everything a corporation communicates, the most important thing is to be consistent.

 

Personal examples

 

Identity is very important for a company, especially in the recruitment process. Last year, I was looking for an internship and I made a lot of researches to find the company which matches the best with my personality. I surfed on their websites, inform me about their values, and even look at they ads. The image I made of them helps me in my final choice. I finally chose a company from which I shared the values and I was proud to be part of this company which is very important for me.

 

A reason why reputation is crucial for a company stands in the fact that it impacts hugely customers’ purchases. In my case, I was looking for a mp3 player. I was told that Apple has a very good after sale service and that its products were very competitive. That is why I chose to buy a more expensive product instead of buying a cheapest one. I wanted to be sure to make a good investment. And I was right: my device broke few days after and it was replaced immediately by a brand new one.

 

Additional resources

 

- The evolution of the NBC, coca-cola, McDonald’s logos through the years.

Killian Burns, (n.d.), Logo morph, [video], You Tube, URL: http://www.youtube.com/watch?v=c20kQzdVEcA

 

- MillwardBrown Optimor, (2007), 2007 Brandz – Top 100 most powerful brands, [pdf], URL: http://www.millwardbrown.com/Sites/optimor/Media/Pdfs/en/BrandZ/BrandZ-2007-RankingReport.pdf

 

- Shelly Branch, (2001), Philip Morris’s Ad on Macaroni and Peace, [www page], Wall Street Journal, URL: http://www.stayfreemagazine.org/public/philipmorris.html