Making a corporate Image
For any co. it is critical to create a distinct image in the market. This is commonly known as corporate Image which distinguishes the corporation from its rivals and provides a picture of it to the [general ]public. It depicts the elements, principles, productivity of the company. This image is responsible for accelerating the sales of the product and to gain brand equity. Company image creation is an exhausting and time consuming process and is carried out by mavens qualifying in perception management. Essentially, the creation involves promoting pros who used varied categories of promotion techniques and public relations. Since this image is targeted to attract the buyers it should be highly appealing. Besides the marketing experts critics play a crucial role too.
The name of the corporation and its catch line should reflect its belief like Wal-Mart, which announces that it sells for less. A logo should also be designed appropriately. Like the co. FedEx has an arrow incorporated in its symbol which depicts its fast and efficient service. Once the image is made by the company the next step is advertising and product distribution in the market. Like if the corporation creates luxury products, they should rope in important players in the advertising pros and the models to be featured in these adverts should be super stars. Similarly, they should not distribute their products to every other store ; instead they should target more hi-fi malls. Time to time, advertising and branding budget should be reviewed to cut down on cost and to be in-sync with the technology. This also assists in revamping the corporate image according to the fast changing demands of the customer.
Testimonies of reports papers, mag[azine]s, and work union can deteriorate a well-created company image. Simplest of controversies can be exaggerated by the media and ruin the name of the company. Controversies are born by the interference of setups related to environment, religion, crime, politics, education and charity. State, too, is another potent and influential organization by itself.
Once the corporate image is made, it should be kept. It should not be like here today and gone tomorrow. This image should be reflected in all of the brands and product of the corporation. Even if one of the products isn’t up to the mark, it will lead to puzzlement among the customers and will hit the sales of the company. Like latterly there was debate about a particular contact lens solution of a company. It was meant to be infecting the users with a rare disease. This not only affected the sales money of that particular product but also made the customers think and raise question about the validity of other products of that particular company.
Another company’s products had concealed non-vegetarian ingredient in a vegetarian product. This led on to the decrease of trust among the customers. In such a case the company should either advertise itself as a company selling non-vegetarian food or it should invest in promoting the company as vegetarian by introducing more vegetarian products. So that the image of each individual product of the company compensates for the complete picture of the establishment. And last but not the least, the image should be very lifelike, actually representing its values and should leave a personal touch with the customers.
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