{"id":421,"date":"2021-04-27T04:17:44","date_gmt":"2021-04-27T04:17:44","guid":{"rendered":"https:\/\/enorcerna.com\/wiki\/what-is\/corporate-image\/"},"modified":"2021-04-27T04:17:44","modified_gmt":"2021-04-27T04:17:44","slug":"corporate-image","status":"publish","type":"post","link":"https:\/\/enorcerna.com\/wiki\/what-is\/corporate-image\/","title":{"rendered":"Corporate image"},"content":{"rendered":"
\n

What is the corporate image?<\/h2>\n

The corporate image, or corporate identity, is the visual representation<\/strong> of a company before the world (employees, clients, suppliers, investors) that is provided through different communication elements, such as product design, logo, advertising, website, corporate brochures, brochures, etc.<\/p>\n

This image is not only found in the organization, but is also present in the perception of the corporate image that society builds through opinions, ideas, sensations or value judgments.<\/p>\n

Corporate identity has to do with way in which the company wants to be perceived by the public<\/strong>, while the corporate image refers to how is it really seen<\/strong>.<\/p>\n

Elements of the corporate image<\/h2>\n

The most important elements that shape the corporate image are the following:<\/p>\n

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  • Company name<\/strong>: one of the most important factors to take into account, since it is the presentation of the company to the world. The name must be short, easy to remember and must be written as it sounds, so that it transcends time.<\/li>\n
  • Logo<\/strong>: the typographic representation and the visual icon that reflect the corporate image must be easy to reproduce, scalable to the desired size, distinguishable, avoiding confusion and impressive for the public to remember. The Apple apple, the Nike pipe, and the Audi 4 rings are examples of some famous logos.<\/li>\n
  • Slogan<\/strong>: the phrase that accompanies the brand should be creative, not too long and memorable. For example, \"Impossible is nothing\" from Nike.<\/li>\n
  • Music<\/strong>: many songs, compositions or musical sounds manage to become representative stamps that the various audiences immediately associate with the company, strengthening the concept of corporate image.<\/li>\n
  • Website<\/strong>: the company must have its own domain. The design of the web page must be functional, attractive, easy to navigate and be consistent with the image to be transmitted.<\/li>\n
  • Social media<\/strong>: Like the website, the care and presence of the brand's profiles on social networks are a great element that makes up the corporate image today.<\/li>\n
  • Public relations<\/strong>: Depending on the size of the company, there is usually an institutional communication area to serve external agents, such as the media, unions, non-governmental organizations, etc.<\/li>\n<\/ul>\n

    Types of corporate image<\/h2>\n

    The types of corporate image are the following:<\/p>\n

      \n
    • Type of corporate image disseminated<\/strong>: image that the company transmits to customers, suppliers or media and investors, and which aims to generate a good institutional perception.<\/li>\n
    • Type of corporate image perceived<\/strong>: represents the opinion that the various publics have about the company. Many times what is intended to convey is not what consumers and public opinion perceive.<\/li>\n
    • Type of desired corporate image<\/strong>: the image that the organization intends to convey. Managers seek that the public in general, and the internal team in particular, share the business culture through an ideal corporate image that can communicate efficiently.<\/li>\n
    • Subjective image type or self-image<\/strong>: image of the employees of the organization itself. It is subjective because it is conditioned by the feelings and perceptions that each one has of the company. It is important to work on it because, consciously or unconsciously, it will communicate to the outside.<\/li>\n<\/ul>\n

      Importance of corporate image<\/h2>\n

      The corporate image will be the way in which consumers will perceive an organization, therefore it constitutes one of the most important concepts to take into account. A good or bad association of the brand in the minds of consumers will have a direct impact on success or failure<\/strong> of the company.<\/p>\n

      The media, interest groups, forums, groups in social networks, usually to influence<\/strong> on public opinion, changing the perception of the population<\/strong>. Globalization, along with other variables external to the organization, has become so relevant that companies are devoting more and more resources to the area of \u200b\u200bpublic relations or institutional communication, to address the new challenges that arise.<\/p>\n

      Another fact that demands attention from the corporate image is the growing expectation of society regarding a more responsible consumption<\/strong>, which takes into account the environmental damage generated by the company in the production of its goods and services. Thus, many consumers require an environmental image of the company.<\/p>\n

      In short, the corporate image is the letter of introduction to the public<\/strong>. It will be important to work on the different characteristics that are part of the image, to strengthen the entire company and pave the way towards achieving the objectives.<\/p>\n

      Examples of corporate image<\/h2>\n

      Below are some of the most famous corporate images in the world:<\/p>\n

        \n
      • Apple Inc<\/strong>: The American company that designs and produces electronic equipment has as its logo the renowned \"bitten apple\". Designed by its founder Steve Jobs, it is said to be a tribute to the mathematician Alan Turing, who committed suicide by biting into a poisoned apple. The company has achieved transmit their culture<\/strong> across the block, which has become synonymous with high standards of design and technological innovation.<\/li>\n
      • Mc Donald's<\/strong>Another emblematic example is the fast food restaurant franchise. The golden arches that make up the letter \"M\" are the isotype that unequivocally identifies the fast food chain in all the countries where it is located. Behind the brand are associated the speed of service and the standardization of production processes.<\/li>\n
      • Nike<\/strong>: the multinational company that manufactures and distributes sports equipment (clothing, footwear, accessories) was founded in 1964 by Phil Knight and Bill Bowerman. The isotype called \"swoosh\", due to the sound that was heard while running, represents one of the most famous brands in the world. The name, coming from the Greek goddess of victory Nike, has become a symbol of self-improvement through advertising campaigns<\/strong> as \"Impossible is nothing\" (nothing is impossible), in which athletes of international fame showed part of their daily training, motivating potential and current clients to exercise.<\/li>\n<\/ul>\n\n\n\n\n\n
        Bibliography:<\/th>\n<\/tr>\n<\/thead>\n
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        • Knight, Phill. Never stop. Nike Author's Autobiography<\/em>. Publisher: Conecta. 2016, 1st Edition.<\/li>\n
        • Costa, Joan. Corporate identity<\/em>. Publisher: Sigma. 1999, 1st Edition.<\/li>\n
        • Strategic planning corporate image<\/em>. Recovered from Bidirectional.net.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n\n\n
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          What is the corporate image? The corporate image, or corporate identity, is…<\/p>\n","protected":false},"author":1,"featured_media":422,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-421","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-what-is"],"_links":{"self":[{"href":"https:\/\/enorcerna.com\/wiki\/wp-json\/wp\/v2\/posts\/421","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enorcerna.com\/wiki\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enorcerna.com\/wiki\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enorcerna.com\/wiki\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enorcerna.com\/wiki\/wp-json\/wp\/v2\/comments?post=421"}],"version-history":[{"count":0,"href":"https:\/\/enorcerna.com\/wiki\/wp-json\/wp\/v2\/posts\/421\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enorcerna.com\/wiki\/wp-json\/wp\/v2\/media\/422"}],"wp:attachment":[{"href":"https:\/\/enorcerna.com\/wiki\/wp-json\/wp\/v2\/media?parent=421"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enorcerna.com\/wiki\/wp-json\/wp\/v2\/categories?post=421"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enorcerna.com\/wiki\/wp-json\/wp\/v2\/tags?post=421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}