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Essay / Research Paper Abstract
Corporate identity and corporate image are becoming increasingly important to companies and organisations. This 3 page paper explains the relationship between the two and critically evaluates the tools that a company might use to communicate its image to stakeholders and other influences. The paper illustrates points raised with real examples. The bibliography cites 3 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEcorpidnt.rtf
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Unformatted sample text from the term paper:
is able to make sales, they are not the same thing. It is argued that a company does not have control over the corporate image (Nelson, 2004). The image may
not be the reality, it is the way in which then company is perceived. The company may be able to influence this with PR campaigns and marketing, but there are
also many external influences that arte not under the control of the company. For example, during the Brent Spa incident, when the
oil rig owned by Shell was due to de sunk at sea, the intervention of the environmentalist group, Greenpeace, managed to influence the corporate image to one of a
polluting and uncaring large corporation that wanted to put profit before ethics. This is a good example as it shows how influences
may create the wrong impression. Hindsight has shown that the best and least environmentally damaging option would have been to sink the oilrig at sea, and not bring it to
land. However, this was not seen as the time, and the corporate image suffered greatly. The corporate identity is an element that
the company does have more direct control over. This is the way in which a company tells its stakeholders, such as shareholders and customers, who they are and what they
do (Nelson, 2004, Kotler, 2003). A good identity will differentiate the company from other and is important not only m terms of sales and marketing, but also in terms of
recruitment and staff retention. The corporate identity then needs to be communicated to the stakeholders, this means communication as well as visual
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