Other - CORPORATE IMAGE MANAGEMENT from Anonymous: MarketingProfs Question 18766

Topic: Other

Corporate Image Management

Posted by Anonymous on 6/25/2007 at 5:22 AM ET 250 Points

What is Corporate image management, what factors influence corprate image management and how to effectively manage a coporate image.

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Posted by prhyatt on 6/25/2007 at 9:37 AM Member

I suggest you read Marketing Corporate Image by James R. Gregory. It contains all of the definitions you're looking for and has numerous examples, as well as guidelines for implementation at your own company.
Posted by mgoodman on 6/25/2007 at 7:55 PM Accepted

Managing your corporate image is just another way of saying, "How do we manage our brand?"

Brand management is a well developed and defined practice, with a whole list of supporting activities. In the case of a corporate brand, you also want to consider all the touchpoints you'll need to deal with as you impact consumer/customer perceptions of your company.

Good market research will probably need to be at the core of your efforts. You will want to identify the metrics that count for each touchpoint, and you'll want to know how important each one is relative to the others.

I don't think this is something you can do on your own, in-house, though I guess nothing is impossible. You might be well advised to find an outside resource with experience in touchpoints and measuring/managing them. If you need more help, contact me via email.
Posted by bobhogg on 6/26/2007 at 1:38 PM Accepted

Hi Tonio...

I've recommended the following book to others in a similar situation and they've found it useful - you might too!

The steps outlined in David Taylor's book "Brand Vision" (ISBN 978-0-470-02835-3) should be useful.

Good luck
Bob