Identity, Image, and Reputation

Identity, Image and Reputation are very closely linked to corporate world. It is a well known aspect that a close alignment between a company’s identity and image generates a strong reputation. There is a complexity in understanding the organizational level identity and image because of the potential identity options. Inappropriate and outdated identity might damage to the firm and lead to weak financial performance.

A corporate identity is the communication of a company’s personality which reflects the inner values, company’s philosophy. Consistent corporate identity can be favourable for the company as consistency can help to strengthen the company’s image. In some cases the consistency of identity can help to strengthen the products of the company. Although such scenarios are created with a very conscious thought as most of the time product has a different profile than the rest of the company. This can be best explained with the help of car brand Mercedes which has brand identity of its own way from the company identity of DymlerCrysler

Corporate image is the way in which a company presents itself to its target groups. By being aware of how a company wishes to appear to its constituents, it can control its image and it is the projection of company’s corporate identity. Image is the perception of people about the organization which can very well be changed by continuous efforts. A strong corporate image strengthens brand awareness of the company’s products. However, formation of company includes everything from written materials or promotional materials to the way it deals with customers and other constituents.

Positive company reputation among its constituents is the utmost thing that any company would like to achieve. Company’s reputation relates to areas such as preferred employer (Google), good corporate citizen (P&G, IBM, HP) or openness in sharing information with constituents. The corporate reputation is built usually through internal and external communication. Bad company reputation, due to reasons like dishonesty in financial dealing, can cause serious damage to the company both internally and externally. The best example to this could be Enron which is facing bankruptcy and various criminal charges thus affecting company’s reputation badly. In today’s scenario, all three i.e. corporate identity, image and reputation play a very important role in making or breaking organization and companies need to give time and resources in creating and retaining it.

These are the few methods that many organizations follow to manage their identity process
1)Conducting as identity audit
2)Setting identity objective
3)Developing designs and names
4)Developing prototypes
5)launching and communicating
6)Implementing program

Example: a company’s identity is a thought of the visual expression of its reality as conveyed through the companies’ name, logo, motto, services, and products. Good example for this is Toyota.

I believe, this logo of Toyota Company is known for its technology, reliability, customization, cheap and guarantee

Personal experience: few days back I went to purchase a pair of sandals. I saw two pairs of the same quality, colour and design. I just enquired for the price. They told me the first pair costs 1400rs and the second pair 800rs. I was shocked and asked why the difference is. Shop keeper replied me it is because of the brand. The first pair’s label is NIKE and the second pair’s is F-sports. Only for the brand they charge 600rs more.

reference http://findarticles.com/p/articles/mi_m4339/is_2_23/ai_88252993