The image of organization, as of the viewpoint of customers, is the basis of a high-quality corporate image building program. Effective image management surrounding brand traits is of dominant importance in achieving goals of the organization.
Social advertising effectiveness can be calculated by marketing evaluations. The rationale of this paper is to analyze the strategies of effective corporate image, edifice and supervision the same with indication to acquiring maximum customer value for long-run organization gains.
The paper reviews the literature on the corporate image building and develops arguments in reference to the corporate image and issue advertising. The debate in the paper is emphatically extended over how companies are assessing carbon consciousness among consumers, issue advertising, media impact on corporate image and environmental knowledge. This paper also discusses the essential components of corporate image and issue advertising, process that builds corporate image through media communication and stakeholder's involvement.
Essential components of corporate image & issue advertising
Get your grade
or your money back
using our Essay Writing Service!
The essential components of corporate image and issue advertising are as follows:
Controlled corporate communication
Corporate visual identity system
Application of CVIS
Founder of the company
Country of origin
Elif Karaosmanoglu,  corporate communication is a term that encompasses all the ways in which the organization communicates with its various stakeholders. Thus, all of the messages emanating from an organization, everything that it produces and all of the activities it is involved in will act to shape stakeholders' perceptions. Corporate communication can be both controlled and uncontrolled in nature.
Communication intentionally instigated by management with the aim of improving stakeholder relationships is classified as controlled corporate communication. Conversely, uncontrolled communication takes place when organizations influence stakeholders' perceptions unintentionally.
Corporate design is a term used to describe the vast number of visual cues that are associated with a specific organization. Corporate visual identity system (CVIS) is composed of five main elements: the organization's name, slogan, logotype/symbol, color and typography. Visual identity can be conveyed in other ways, for example, through the companies' products and vehicles and the location as well as the architecture of its buildings. The interior office design, for example, may symbolize many aspects of the corporate culture.
Simões, Dibb & Fisk, (2005), The creation of strong corporate identity, including identity signs, is crucial for companies to encourage positive attitudes in its different target publics and may provide an important competitive advantage .
T.C. Melewar  there is a plethora of different views as to what constitutes corporate culture. Some argue that it is strongly associated with rituals, for example, one interviewee explicit stated that culture: ". . . is the way we do things around here".
There is a range of views concerning the relationship between corporate culture and corporate identity. Culture epitomizes the consensus within a company about how activities should be accomplished and is conceived as a result of a group's shared experience and learning with respect to matters of external adaptation and internal integration.
Behavior is another fairly intangible aspect of corporate identity. However, an analysis is made easier by breaking it down into a number of elements that make up behavior including, corporate, employee and management behavior. Many commentators suggest that the actions of a corporation are a fundamental element of its identity.
Albert and Whetten , asserted that an organizations brand identity should achieve three things: capture the essence of the organization, distinguish the organization from others and exhibit the same degree of commitment in behavior over time.
Corporate structure consists of organizational structure and branding structure and is cited by several authors as being a fundamental component of corporate image.
Brand structure: organizations engage in branding strategies in order to differentiate themselves from competitors. Strong brands are fundamental in establishing an identity in the marketplace, strengthening customer loyalty and for many companies are vital in counteracting the growing power of retailers.
Always on Time
Marked to Standard
Organizational structure: The organizational structure is associated with the organizational hierarchy, lines of communication and reporting responsibilities. Of greatest importance is the degree of centralization and decentralization, in terms of both geography and across products
Corporate strategy is the blueprint of the firm's fundamental objectives and strategies for competing in their given market. It thus determines what the company produces, the level of profit made and stakeholder perceptions about the company. Many commentators suggest that a strong link exists between corporate strategy and corporate image.
Price Water House Coopers  non financial performance is more important than current financial results in creating long term share holder value. Non-financial results sometimes are more important in developing a overall corporate image for example developing a process that will generate less CO2 emission as compare to old processes.
Steps in building corporate image
Top management involvement:
Every branding strategy begins from the board room. Top management involvement helps organization in building strong corporate image. Corporate image is totally a strategic decision taken by the senior management of organization.
Select appropriate Model
Business Model is the spine of branding strategy. So, it is significant to choose the best replica for your business or put up your own. Because each business has its own wants and working background, therefore, it is best to construct a model which is aligned with the company needs and values
Involvement of Stakeholders
Stake holders are ones who are directly affected with the organization decision, company should take them in to confidence and involve them in decision making. Initiate activities resulting in the betterment of share holders.
Motivate employees to become corporate representative
Provide proper knowledge to employees for, e.g., vision, mission, values, and work culture. They can be the best representative of your organization. Educate them about the goals and future aims of the organization.
Communication tactic is of prime importance when it comes to create strong brand image. A well planned and defined marketing strategy is helpful in understanding customers needs, helps is identifying issues need to be advertised in order to build strong brand image.