MnM Company Report: Mastering Corporate Communication Functions

This report delves into the critical aspects of corporate communication, emphasizing the significance of identity, image, and reputation in shaping an organization's success. It highlights how effective communication, both internally and externally, is essential for conveying a company's values, building a positive image, and establishing a strong reputation. The report uses Nike and Samsung as examples to illustrate how a well-defined identity and a consistent image contribute to market positioning and consumer loyalty, while also acknowledging the potential for reputational damage and the importance of crisis communication. The conclusion underscores the need for a clear communication framework, effective positioning of company values, and efficient marketing activities to motivate stakeholders and ensure consumer acceptance. Desklib provides additional resources, including solved assignments and past papers, for students to further explore these concepts.

Running head: CORPORATE COMMUNICATION
Corporate Communication
Name of the Student
Name of the university
Author Notes:

1CORPORATE COMMUNICATION
Table of Contents
Introduction......................................................................................................................................2
Communication............................................................................................................................2
Identity.....................................................................................................................................3
Image.......................................................................................................................................4
Reputation................................................................................................................................5
Conclusion...................................................................................................................................6
REFERENCES................................................................................................................................7

2CORPORATE COMMUNICATION
Introduction
Communication in the corporate is one of the most important factors that determines the
effectiveness of the functionality of an organisation. Clear communication is important in terms
of transferring the ideas and information effectively to each individual of the organisations (Pace
et al. 2015, p. 39). Thus, it is the aim of the company to communicate their ideas in order to
ensure all the idea regarding the motives of the organisation. Just as communication is important
for maintaining smooth flow of operation with the internal stakeholder, it is important to
communicate with the external stakeholders of the organisation (Jones and Kornum 2013, p.
1490). Specifically it is important for the organisation to communicate ideas regarding the
effectiveness of the operation and the motives of the company. The identity, image and the
reputation of an organisation is an important ground of communication of the company with the
outside world. Hence the aim of the section is to communicate the ideas behind the latter and to
evaluate the viability of communication in the corporate scenario.
Communication
Communication is one of the most important aspects of the functionality of an
organisation in terms of the operations of each and every functional department of the
organisation (Hansen and Taylor 2017, p.20). Communication can be defined as the transfer of
ideas and information from one source to another (Batra and Keller 2016, p. 143). Regardless of
the nature of operations of the company, it is one of the key motives of the company to ensure
that the company gains considerable amount of profitability while the latter is providing their
services in the market (Martello, Watson and Fischer 2016, p. 61). This helps the company in
ensuring the satiation of the stakeholders of the company which comprises of the investors,
board of directors and the shareholder of the company. hence, in the same sense, portraying the

3CORPORATE COMMUNICATION
ideas regarding the identity of the company, the image and reputation of the company is crucial.
It needs to be done to ensure that the company are being able to communicate their value
proposition in the market (Töytäri and Rajala 2015, p. 111). One of the most effective ways to do
the same is by communicating the values to the company by effectively promoting the identity
and image of the company which determines the reputation of the company as a whole. Thus the
identity, image and reputation of the company are some of the most effective terms to consider in
order to ensure that the values of the company are being effectively communicated to the
potential customers of the company who are liable to ensure that the company earns favourable
consideration in the form of revenue that the company will be able to generate. Thus, the
consideration of the aforementioned factors is of key consideration for the company and are
worth discussion.
Identity
The identity of the company is the visual image that the company has in the market that
they are operating in (Wheeler 2017). The identity of the company is portrayed through the name
of the company, the tagline that the company is using, the jingle of the commercials that are
carried out by the company and most importantly the logo of the company. there are various
other factors that determine the effectiveness of the nature of identity of the company. They are
the products and the services that are offered by the company, the corporate buildings of the
company and many more.
The identity of the company is determined by the key values of the company and aspects
such as the culture of the organisation (Wheeler 2017, p. 58). The culture of the organisation
determine the outlook of the company and the companies who aim to position their identity in
the market have to cater to the importance of the company in terms of gaining positioning

4CORPORATE COMMUNICATION
themselves in the market that they are operating in. The above mentioned factors determine the
value of the company and the main features of the company along with what the company stands
for. The identity is effectively marketed to tap the minds of the potential and the existing
consumers of the market.
The concept of positioning depends on positioning objective of the company. The
position of the company on the minds of the consumers determines the effectiveness of
operations of the company and it also portrays the values of the company and the values that the
company can provide the consumers with. Taking Nike as an example, it is a company that needs
no second introduction. The company can be identified with the help of the iconic name, the logo
that looks like a tic and the tag line which is “JUST DO IT”. This promotes the value of the
company which is ultimately communicated to the consumer community. Thus, the company has
been able to create an identity that has been responsible for the positioning of the company in the
global market.
Image
The image of a company is the goodwill that is associated with the company (Glavas and
Godwin 2013, p. 20). It is the perception that the consumers have regarding a certain product.
The perception might be regarding the performance of the company, the price at which the goods
are offered or various other factors such as word of mouth that has been generated regarding the
company. Hence, the image of the company is highly important if a company aims to generate
attention from the part of the consumer community (Glavas and Godwin 2013, p. 18). The image
of a company is built over time and is influenced about what an individual has heard about or
read about the company. Communication plays a key role in terms of establishing a clear image
about the company. Hence, the mangers of the marketing and the sales department of the

5CORPORATE COMMUNICATION
company have to ensure that they carry out strategies effectively in the market. It can be opined
that the image of a company cannot be built over night. Nor one can achieve the same with the
help of capital. It can only be achieved by consistency in communication from the part of the
managers of the said departments. Clear communication on a consistent basis helps stabilising
the position that a company has in the minds of the customers (Arnold and Boggs 2019, p.130).
Thus, it is the role of the managers responsible for communication motives from the part of the
company to develop a clear communication framework internally in the organisation that
determines the effectiveness of operations of the company in communicating consistently to the
potential consumers in the market that they are operating in. It is the image of a company that
makes individuals choose one company over others and thus a company must communicate
effectively to position their image in the eyes of the consumers. Even if it takes time to build up
the image of a company, it can change very quickly. Samsung were established in the
smartphone industry as a company who supplied stylish and trusted smartphones in the market.
However, with several instances related to explosion of a certain Samsung smartphone, the
image that the company built was changed instantly. The image of the company changed and
now they were recognised a company who made smartphones that explode. Even if the company
suffered in terms of generation of revenue, they were able to reinstate their position in the market
with effective communication with the consumer community by employing marketing tactics
that helped in recapturing the lost market. Thus, the importance of communication terms of the
image of the company is evident and thus it is a factor that should be stressed on by the
management of companies.

6CORPORATE COMMUNICATION
Reputation
It is something that is highly different from image that a company has and the identity of
a company. Unlike the image, the reputation of a company is not solely based on the just the
perception of the company. The reputation of a company is the resilience that the company have
been able to build as a result of favourable nature of operations both internally and externally
(Eberle, Berens and Li 2013, p. 740). A company that has favourable reputation in the market is
deemed to be a favourable employer and help in attracting skilled and prospective employees
towards the direction of the company. A company that has favourable reputation in the industry
is deemed to have the ability to attracts a favourable pool of clients and retain customers by
achieving loyalty from their end. It comes down to communication from the managers of each of
the functional department of the company that determines the degree of effectiveness of the
company in terms of communicating the core values of the company to the consumer
community. The reputation that a company cannot be lost as easily as a company can lose its
image.
Conclusion
On a concluding note it can be said that communication is important when it comes to the
communication from the part of the management of the various functional departments of the
company. Factors such as image of the company, the identity of the company and the image that
a company has in the market determines the viability of a company, in terms of generating
favourable returns in the market that the company is operating in. Clear communication implies
that the company is able to transfer the ideas of the company to the consumers which ultimately
determines the acceptance and loyalty from the consumers.
Hence, the following is recommended;

7CORPORATE COMMUNICATION
 Establishment of clear communication framework
 Effective positioning of the values of the company which will help in motivating and
satiating the stakeholders.
 Efficiency in marketing and sales promotional activities through which the motives of the
Company will be visible to the consumer community.

8CORPORATE COMMUNICATION
REFERENCES
Arnold, E.C. and Boggs, K.U., 2019. Interpersonal Relationships E-Book: Professional
Communication Skills for Nurses. Saunders, pp, 120-140.
Batra, R. and Keller, K.L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145.
Eberle, D., Berens, G. and Li, T., 2013. The impact of interactive corporate social responsibility
communication on corporate reputation. Journal of business ethics, 118(4), pp.731-746.
Glavas, A. and Godwin, L.N., 2013. Is the perception of ‘goodness’ good enough? Exploring the
relationship between perceived corporate social responsibility and employee organizational
identification. Journal of business ethics, 114(1), pp.15-27.
Gyrd-Jones, R.I. and Kornum, N., 2013. Managing the co-created brand: Value and cultural
complementarity in online and offline multi‐stakeholder ecosystems. Journal of Business
Research, 66(9), pp.1484-1493.
Hansen, H. and Taylor, S.S., 2017. Finding form: Looking at the field of organizational
aesthetics. In The Aesthetic Turn in Management (pp. 17-37). Routledge.
Martello, M., Watson, J.G. and Fischer, M.J., 2016. Implementing a balanced scorecard in a not-
for-profit organization. Journal of Business & Economics Research (Online), 14(3), p.61.
Pace, G.T., Shafer, K., Jensen, T.M. and Larson, J.H., 2015. Stepparenting issues and
relationship quality: The role of clear communication. Journal of Social Work, 15(1), pp.24-44.
Töytäri, P. and Rajala, R., 2015. Value-based selling: An organizational capability
perspective. Industrial Marketing Management, 45, pp.101-112.

9CORPORATE COMMUNICATION
Wheeler, A., 2017. Designing brand identity: an essential guide for the whole branding team.
John Wiley & Sons, pp. 58.