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Essay / Research Paper Abstract
This is a 4 page paper that provides an overview of the difference between corporate image and branding. The relevance of organizational culture and strategy to both is explored. Bibliography lists 4 sources.
Page Count:
4 pages (~225 words per page)
File: KW60_KFbiz010.doc
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Unformatted sample text from the term paper:
some intangible resources are vitally important for organizations seeking to establish the most advantageous position possible; one such intangible resource is the relationship which the organization has with the public.
Because of the intangible nature of this resource, there are different and competing viewpoints as to how to best achieve the desired results. One fundamental mistake that corporate leaders make,
however, is regarding the relationship with the public as consisting of a single dimension; in fact, successful management of corporate public relations requires drawing a meaningful distinction between two key
aspects: brand name and corporate image. This paper will explore the difference between these two aspects and the significance for corporate entities. This paragraph helps the student begin to explore
the key differences between brand name and corporate image. The primary different between corporate image and brand name is that one relates to the organization as a whole, and the
other to the specific products or services offered by the organization. Corporate image refers to the manner in which an organization itself is viewed by the public at large. To
understand what this means, consider the public perception of a few major corporations. For instance, Apple Computers is associated with technological innovation and a certain degree of "hipness" that is
ultimately perpetuated more by image than by the particular merits of any product that they offer. A carmaker like Ferrari has the corporate image of exclusivity and prestige that is
more associated with the companys marketing strategies than with any one of their products (which most consumers, by definition, would have no experience of). In other words, corporate image is
the way in which the public views a corporation in terms of the values and ethics upheld by the corporation. Corporate image can be effectively managed through the development of
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