Management Communication

This document explores the concepts of identity, image, and reputation in management communication. It discusses the importance of these factors in shaping a company's brand and maintaining a strong reputation. The document also highlights the role of employees in building and representing the company's image. Various methods for measuring and managing reputation are also discussed.

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Management Communication
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2/16/2019

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Table of Contents
What is identity?........................................................................................................................2
What is an image?......................................................................................................................2
Differentiating organizations through identity and image.........................................................2
Shaping identity.........................................................................................................................2
Corporate brands........................................................................................................................2
Logos..........................................................................................................................................2
Identity management in action...................................................................................................3
What is reputation?....................................................................................................................3
Why reputation matters..............................................................................................................3
Measuring and managing reputation..........................................................................................3
Creating a stronger reputation....................................................................................................4
The role of employees................................................................................................................4
References..................................................................................................................................5

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What is identity?
The identity is the manner which a company, firm or any business represent
themselves in front of the public. It is majorly used to recognize the brand among the
consumers. Identity helps the company to maintain its existence in the market through unique
from which the consumer would able to recognize (Staub, Kaynak & Gok, 2016).
What is an image?
The image is the perception; the individuals have for any corporate or individual
when such being hears the name of the business. The image of the company is composed of
an inestimable range of the facts, personal histories, events, advertisement, as well as goals
that work together to make an impression on the consumers or public (Johnson & Zinkhan,
2015).
Differentiating organizations through identity and image
Corporate image, as well as identity, is the two key marketing tools but they are
distinct from nature, the main difference between these two is the corporate image is the
public perception of the organization, whereas the company identity is the manner through
which the company wants to be perceived by the consumers or public (Olins, 2017).
Shaping identity
The company can shape its identity in marketing through various manners such as

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 The business can adopt marketing methods or tools for shaping their identity in the
market.
 They can study their competition to shape their identity. By analyzing the
competition, they can able to take the certain initiative to cope up the issues faced by
them that shape the identity of the company in an effective manner.
 The manner they cater their services to the consumers (Grimes, 2018).
Corporate brands
The corporate brands represent the organization as a whole. Its aim is to create a
consistent image of corporate trough interplay of the company strategy, activities of business
as well as business stylistics. It represents a set of values as well as takes on an orientation
function for the employees. it creates the values that are added for often interchangeable
products (Balmer, Abratt & Kleyn, 2016).
Logos
Logos represent a given company or organization through a visual image through
which an individual can easily understand as well as recognized. It generally included
stylized text, symbols, or both. It is often created by a graphic artist in the consultation with
an organization as well as marketing experts. Therefore, logo plays a vital role in the business
as it is the form of symbols through which they can able to make their unique identity (Brasel
& Hagtvedt, 2016).

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Identity management in action
Identity management is the process of organization for identifying, authenticating, as
well as authorizing the individuals or groups of individuals to majorly have the access to the
applications, system or any networks by associating the rights and restriction of users with
establishing the identities. The identity management can take into the action by installing the
software in the desktops, or laptops that would help the company to analyze the access in an
effective manner (Sergeeva & Green, 2019).
What is reputation?
Reputation can be justified with the goodwill. It is the practice of attempting to shape
the perception of the public toward the organization or any individual in the market.
Reputation plays a prominent role in the growth and success of any business. It is the source
through which the consumers would able to attract towards their brand. It is the total of all the
views as well as beliefs that are held about the company which is majorly based in their
history as well as their future prospects in comparison to their close competitors. It is a
relative assessment that defines as fuzzy and variable. In other words, it is an opinion about
the entity which is typical as a result of social evaluation on a set of criteria.
Why reputation matters
The reputation plays a prominent role in competing in the market in a more effective and
efficient manner. it has just not only one aspect of the business, but it also made up of all the

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aspects of the business. There is certain importance of reputation is explained in below
points:
 Reputation help the individual or business to determine how to engage with such
business but the good business reputation determines whether the people engage with
it in the first place
 A good reputation of business mitigates the impact of bad reviews share by other
individuals about the business. people are typically quicker to share the negative
experience than the positive experience, therefore, the good reputation of business
help to mitigating that damage in a more effective manner
 It helps in giving the competitive advantage in such a competitive market that attracts
maximum consumers towards such business or brand in a more effective and efficient
manner.
 Reputation also creates opportunities for growth in the global market.
 It builds Resiliency with respect to non-supporters.
 Reputation also helps the company to make them distinguish it from its competitors
(Brammer & Pavelin, 2016).
Measuring and managing reputation
There are certain methods through which the company would able to measure as well as
manage the reputation. They are explained in below points:
 Sentiment Analysis: it is one of the easy manners to measure their reputation. Is the
process in which the monitoring tools have it built into their dashboards with some
being more accurate than others. However, it limits the accuracy without the
additional human analysis.

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 Purchase Intent: there are two methods through which, the purchase intent can be
measured such as through survey or listening in on the conversation that is looking for
the intent to buy through the platform of online
 Net Promoter Score: most of the companies are using such a method to measure their
reputation. In such a method, the score is obtained by surveying the consumers about
how likely they are to recommend a particular product or service on a ten point scale.
 Opinion Polls: take a page from the politics by arranging regular opinion polls about
how the general public or the consumers specifically feel about such brands or about
the overall topic (Carroll, 2015).
Therefore, whatever the method used by the companies to measure the reputation, they
need to use it on regular basis as well as make the adjustments to it over time.
Creating a stronger reputation
Creating and maintaining a strong reputation in the market would be the toughest task
for the company as well as individual but it is the key to the success and growth of their
business. There are certain manners, through which the company can create and maintain
strong reputation in the market. They are explained in below points:
Upholding sustainable development principles: the company should uphold
sustainable development practice to grow in the market. If any individual or company, are not
concerned about sustainability, then prospects, as well as consumers, will be least interested
in working with such companies.
Value the employees: employees are the main assets of the company, therefore, value
the employees who build as well as bring like to your company. These are the main

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ambassadors with the consumers, prospects as well as in the community that help in building
the strong reputation of the company.
Cater Quality service and products: the company should cater quality services as well
as products to their consumers that help them in enhancing the goodwill among the
consumers. They should also maintain their quality to strengthen their reputation in the
competitive market in an effective manner (Koporcic & Halinen, 2018).
The role of employees
Employees play a prominent role in creating a reputation such as:
 The performance of the employees greatly affected the productivity of the company.
Productivity has a ripple effect in the workplace which represent that the consistent
levels of productivity, as well as work habits, set the standards for other employees as
well. Whether it is a retail industry or manufacturing business, if the employees of the
company work more efficiently then it affects the business profitably more
effectively. Therefore it is the responsibility of the employee to work in the company
will full efforts
 The retention and turnover of the company greatly affected the company, when an
employee leaves a company prematurely, then the financial investment in the training
of the employees is lost which enhance the cost to the company. It also affected the
reputation of the company as no people wanted to work in the workplace where the
turnover ratio is very high.
 The employees also play a great role in creating an image of the company in the
market due to the reason they have a direct link to the consumers. the way they
represent their company to creates an image in the mind of the consumers. If they

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behave rude to the consumers, then they would have a negative image for the
company. Therefore, the employees should behave the consumers politely and
represent their company in a good manner (Bowen, 2016).

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References
Balmer, J. M., Abratt, R., & Kleyn, N. (2016). Corporate brands and corporate marketing:
Emerging trends in the big five eco-system. Journal of Brand Management, 23(1), 3-
7.
Bowen, D. E. (2016). The changing role of employees in service theory and practice: An
interdisciplinary view. Human Resource Management Review, 26(1), 4-13.
Brammer, S. J., & Pavelin, S. (2016). Corporate reputation and corporate social
responsibility. A handbook of corporate governance and social responsibility, 437.
Brasel, S. A., & Hagtvedt, H. (2016). Living brands: consumer responses to animated brand
logos. Journal of the Academy of Marketing Science, 44(5), 639-653.
Carroll, C. E. (Ed.). (2015). The handbook of communication and corporate reputation (Vol.
49). London: John Wiley & Sons.
Grimes, M. G. (2018). The pivot: How founders respond to feedback through idea and
identity work. Academy of Management Journal, 61(5), 1692-1717.
Johnson, M., & Zinkhan, G. M. (2015). Defining and measuring company image.
In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference.
New Yrok: Springer
Koporcic, N., & Halinen, A. (2018). Interactive Network Branding: Creating corporate
identity and reputation through interpersonal interaction. IMP Journal, 12(2), 392-
408.

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Olins, W. (2017). The new guide to identity: How to create and sustain change through
managing identity. London: Routledge.
Sergeeva, N., & Green, S. D. (2019). Managerial identity work in action: performative
narratives and anecdotal stories of innovation. Construction Management and
Economics, 1-20.
Staub, S., Kaynak, R., & Gok, T. (2016). What affects sustainability and innovation—Hard or
soft corporate identity?. Technological Forecasting and Social Change, 102, 72-79.