IDENTITY, IMAGE AND REPUTATION

The first and the most critical part of corporate communication function is the corporation’s image and identity. A close alignment between a company’s identity and image generates a strong reputation. A company’s identity is the visual manifestation of the company’s reality as conveyed through the organization’s name, logo, motto, products, and all other tangible pieces of evidence created by the organization to communicate to its constituencies. The image is a reflection of an organization’s identity.
Charles Fombrun, New York University professor emeritus and author of the book ‘reputation’ says that “in companies where reputation is valued, managers take great pains to build, sustain, and defend that reputation by following practices that shape a unique identity and project coherent and consistent set of images to the public”

REPUTATION FRAMEWORK

The methods used by organization to manage the identity process:
· Conduct an identity audit
· Set identity objectives
· Develop design and names
· Develop prototypes
· Launch and communicate
· Implement the program

EXAMPLE:

REPUTATION OF FEDEX
FedEx Corporation: FedEx Corp. (NYSE:FDX) provides customers and businesses worldwide with a broad portfolio of transportation, e-commerce and business services. With annual revenues of $29 billion, the company offers integrated business applications through operating companies competing collectively and managed collaboratively, under the respected FedEx brand. Consistently ranked among the world’s most admired and trusted employers, FedEx inspires its more than 250,000 employees and contractors to remain "absolutely, positively" focused on safety, the highest ethical and professional standards and the needs of their customers and communities.

REFRENCES:



1. http://en.wikipedia.org/wiki/Corporate_identity
2.http://www.answers.com/topic/corporate-identity
3.corporate communication (Paul. A. Argenty)