Just as products can be considered to be brands, so can organisations. It is important, some would say critical, that organisations are concerned with the way they are presented, perceived and how they interact with their various stakeholders, not just their customers. Organisations should also be concerned with the images that people form as a result of interpreting the various identity signals that organisations transmit and any interaction that may ensue. Melewar (2003) derived the following definition from a consideration of the literature. For him, corporate identity is concerned with ‘the set of meanings by which an organisation allows itself to be known and through which it enables people to describe, remember and relate to it’. This is helpful because it encapsulates the essence of corporate branding, signals about how the organisation wishes to be seen, and the images and meanings stakeholders form. These issues are explored in this section. All organisations use corporate communication to deliver their corporate identity. It is through the identity that stakeholders form images of the organisation and, through time, corporate reputations are built. People form images of an organisation based on the cues or signals that organisations transmit. These cues may be sent deliberately or they may be accidental or unintended. Whatever the source, these cues can be critical because, as Melewar indicates, they are used and interpreted by stakeholders to frame the way they perceive organisations, regardless of any product or service related transaction. hahahaha umangodziwilatu kuti ka Post Graduate kameneka.....
Posted on: Tue, 11 Mar 2014 17:30:39 +0000
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