The Challenges To Bring Petronas Logo As A Corporate Identity Into Global Market
...strategy is the most critical part of any corporate communication function. Image is the corporation as seen through the eyes of its constituencies. An organization can have different images with different constituencies. Image is a reflection of an organization’s identity. While image can vary among constituencies, identity needs to be consistent.
Identity consists of a company’s defining attributes A company’s identity is a the visual manifestation of the company’s reality as conveyed through the organization’s name, logo, motto, products, services, buildings, stationery, uniforms and all other tangible pieces of evidence created by the organization and communicated to a variety constituencies. Constituencies then form perceptions based on the messages that companies send in tangible form. If these images accurately reflect an organization’s reality, then either the strategy is ineffective or the corporation’s self understanding needs modification.
Identity building and maintenance require a variety of skills, including the ability to conduct marketing research, to design attractive brochures, and to enforce identity standards and cohesion, it should be spread around several different functions in the absence of a single, centralized corporate communication function.
Differentiating Organizations through Identity and Image
Every industry facing global competition and companies are trying to manage with limited resources, an organization’s identity and image might be the only difference that people can use to distinguish one company from the next.
A Vision that Inspires
Most central to corporate identity is the Vision that encompasses the company’s core values, philosophies, standards, and goals. Corporate vision is a common thread that all employees, and ideally all other constituencies as well, can relate to. Thinking about this vision in...
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