Corporate Reputation versus Indentity

Corporate Reputation versus Identity
Eric Gichinga, Student (Other), Kenya, Member
Corporate identity is how the organization projects itself to the stakeholders. This is done through symbols (logo, color), communications (messages, tag lines) and behavior. The stakeholders then form an image of the company.
Over time this image forms the corporate reputation. In other words corporate reputation is the result of how effective an organisation's corporate communication is. I recommend 'CIM - Managing Corporate Reputation: Study Text' by BPP Learning Media.

Corporate ID and Reputation
edward sevume, Sweden, Member
Well put Eric! By the way, one finds many times that a firm actually succeeds in projecting its ID but fails where its reputation is concerned.
This is where internal work within the company is important. In my view, it is about communication and educating those with a vested interest in the firms activities!

Corporate Identity Mix
Leodegardo M. Pruna, Professor, Philippines, Member
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Identity is Often Static, Reputation is Dynamic
Jagdish B Acharya, Consultant, India, Premium Member
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