Management Communication

Running Head: Management Communication 0
Management Communication
(Student Name)
2/16/2019

Management Communication 1
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

Management Communication 2
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

Management Communication 3
 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).