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How to establish corporate brand?Aslam, Muhammad Bilal, Baig, Mirza Nafees, Sahms, Sohail January 2010 (has links)
Technology is becoming easy to imitate day by day thus the companies involved in technology need to invest on the soft points like branding. This will give a competitive advantage over the competitors which is not possible to imitate. Thus the overall purpose of this thesis is to investigate that how a company evolved b2b selling can establish corporate brand. So three research questions were addressed: What are the major components of corporate brand building process? How to establish corporate brand image with the customer? How effective corporate communication can enhance the corporate brand? To reach the solution, Norden machinery as a case company was also studied. A theoretical framework was synthesized, based upon the different models and theories regarding the corporate brand building. The framework guided the authors through the entire research process. Our empirical findings shows a quest in Norden to develop a corporate brand and during the analysis we found that the in some areas case company is following the components of brand building process that were described in the theoretical framework but there are some areas where the Norden has to improve as well. Thus based upon the analysis it is concluded that a company can establish a corporate brand by following the brand building components vision, culture, brand objectives, brand personality, brand essence, creating brand image and corporate communication.
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Colour as communication in selected corporate visual identities / Elizma FouchéFouché, Elizma January 2003 (has links)
A logo lies central in an organisation's visual identity system and it is a way of
communicating fundamental aspects about the organisation, such as the
organisation personality or the organisation's mission and vision. The logo, or
corporate visual identity, could be seen as the organisation's visual shorthand
that summarises these fundamental aspects. A design element such as
colour can be an expressive tool in terms of visual identity. The use of a
particular colour in the logo of an organisation conveys a specific message
about that company's identity and personality through the meaning and
symbolism that is attached to the colour. The corporate colour scheme of an
organisation can also aid in communication without being displayed in context
of the visual identity. The combination of both verbal communication such as
text, and visual communication such as images, through a design element like
colour, could provide an effective method of conveying information.
The nature of this study is descriptive. It examined the role played by colour
in an organisation's visual identity as a communication tool. The study
followed a qualitative approach, making use of a literature study and a case
study approach. In the literature study, the role of the graphic designer, the
visual identity and a design element like colour in the context of corporate
communication were examined. The sources of evidence used for the case
study approach, were questionnaires, as well as a colour analysis of the
corporate colour schemes of each of the selected case organisations as
utilised in their visual identities.
The research project attempted to determine the role of colour as
communication, as well as the motivation behind the use of a particular colour,
should such a motivation exist, and the communication intended behind each
colour. The project also attempted to determine the target markets at which
the communication is aimed; the research done by each of the case
organisations regarding colour symbolism and the suitability of the colour
regarding the target markets; and the importance attached to colour as a
communication tool. These questions were investigated through the use of
the questionnaires. The colour analysis was done to function as a control
mechanism to, for example, determine whether the intended message behind
colour correlated to the perceived message as determined by the colour
analysis.
The results from the questionnaires and colour analysis used in the study
showed that colour does play an important role in the selected case
organisation's visual identities. The results of the study also found, however,
that regardless of how important colour was viewed as a method of
communication by the respondents, certain factors exist which influence the
effectiveness of colour as a communication tool. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2004.
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Colour as communication in selected corporate visual identities / Elizma FouchéFouché, Elizma January 2003 (has links)
A logo lies central in an organisation's visual identity system and it is a way of
communicating fundamental aspects about the organisation, such as the
organisation personality or the organisation's mission and vision. The logo, or
corporate visual identity, could be seen as the organisation's visual shorthand
that summarises these fundamental aspects. A design element such as
colour can be an expressive tool in terms of visual identity. The use of a
particular colour in the logo of an organisation conveys a specific message
about that company's identity and personality through the meaning and
symbolism that is attached to the colour. The corporate colour scheme of an
organisation can also aid in communication without being displayed in context
of the visual identity. The combination of both verbal communication such as
text, and visual communication such as images, through a design element like
colour, could provide an effective method of conveying information.
The nature of this study is descriptive. It examined the role played by colour
in an organisation's visual identity as a communication tool. The study
followed a qualitative approach, making use of a literature study and a case
study approach. In the literature study, the role of the graphic designer, the
visual identity and a design element like colour in the context of corporate
communication were examined. The sources of evidence used for the case
study approach, were questionnaires, as well as a colour analysis of the
corporate colour schemes of each of the selected case organisations as
utilised in their visual identities.
The research project attempted to determine the role of colour as
communication, as well as the motivation behind the use of a particular colour,
should such a motivation exist, and the communication intended behind each
colour. The project also attempted to determine the target markets at which
the communication is aimed; the research done by each of the case
organisations regarding colour symbolism and the suitability of the colour
regarding the target markets; and the importance attached to colour as a
communication tool. These questions were investigated through the use of
the questionnaires. The colour analysis was done to function as a control
mechanism to, for example, determine whether the intended message behind
colour correlated to the perceived message as determined by the colour
analysis.
The results from the questionnaires and colour analysis used in the study
showed that colour does play an important role in the selected case
organisation's visual identities. The results of the study also found, however,
that regardless of how important colour was viewed as a method of
communication by the respondents, certain factors exist which influence the
effectiveness of colour as a communication tool. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2004.
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Managing environmental communications in multinational companies /Dubach, Barbara. January 2000 (has links)
Thesis (doctoral)--Hochschule St. Gallen für Wirtschafts-, Rechts- und Sozialwissenschaften, 2000.
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Internal Corporate Communication : Aligning Employees for Strategic Sustainable DevelopmentTange, Lotte, Löwgren, Annika, Post, Ted Jan January 2018 (has links)
Making a societal transition towards sustainability is a global concern of ever increasing urgency. Succeeding in this mission requires all societal sectors to be on board and contribute. This thesis focuses on the transformation of the corporate sector, namely how Internal Corporate Communication (ICC), i.e. communication between senior management and employees, can be designed to engage employees in working with sustainability. This thesis uses a conceptual model developed for ICC and employee engagement and applies it in the specific context of ICC with regards to sustainability in medium- to large-sized companies in Northern Europe. Through interviewing practitioners working with ICC on sustainability in ‘model’ sustainability companies, the research aims to discern best practices on how to design ICC about sustainability to engage employees. The results show that ICC can be a useful tool when it comes to engaging employees in working with sustainability, and the findings are summarized as guidelines for content creation and methods to use to facilitate engagement creation for sustainability. The discussion elaborates on how these guidelines can be used together with the Strategic Sustainable Development approach to facilitate companies’ journeys towards sustainability.
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Metodologias de análise de retorno do investimento em comunicação institucional: contribuição de três empresas de grande porte em processos específicos / Methods of Analysis of Return on Investment in Corporate Communication: Contribution of Three Large Enterprises in Specific ProcessesUbaldo Antônio Crepaldi 19 March 2008 (has links)
Contribui na atribuição de valor ao exercício profissional e acadêmico da Ciência da Comunicação, enquanto elemento constitutivo do caráter institucional de organizações de grande porte com fins lucrativos. Objetivo: Buscar mais informações sobre a estrutura organizacional, os métodos de mensuração do retorno dos investimentos e a avaliação destes processos pelos profissionais da área e pelos seus controladores, na Petrobras S. A., na Basf S. A. e na Bayer S. A. Divisão Cropscience. Método: Estudo de casos com relato da estrutura organizacional, das metodologias adotadas e entrevistas semi-estruturadas dos principais envolvidos nos processos de patrocínios culturais, comunicação corporativa e comunicação interna, respectivamente. Resultados: Constata-se a aceleração na adoção destas metodologias, o interesse crescente sobre o planejamento e controle dos investimentos na área, bem como o início de um processo de sua inclusão na apropriação contábil gerencial e nos relatórios de desempenho econômico e de evolução patrimonial destas organizações. / A contribution to allocate value to professional and academic work in Communication Science, as part of large companies´ corporate nature. Objective: Finding more information on organizational structure, methods of measuring the return on investments and evaluation of these processes by professionals of communication and their controllers, at Petrobras S.A., Basf S.A. and Bayer S.A. - Cropscience Division. Method: Case studies with organizational structure, report of the methodologies adopted in cultural sponsorship, corporate communication and internal communication areas and their professionals´ points of view collected in semi-structured interviews. Results: It is verified an acceleration in the adoption of these methodologies, a growing interest on planning and controlling investments in the Communication area, as well as and a starting process which includes results on investment in ownership accounting management and in reports on economical development and equity performance of these organizations.
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The use of corporate reputation in the development of brand image strategy in the Taiwanese pharmaceutical industryChen, Chen-Chu January 2011 (has links)
This doctoral research aims to investigate the reputation building process of companies and to examine the applicability of western-developed theories about the uses of corporate reputation in a non-western context. It is the first study that synthesises three theories (value creation, strategic resources and corporate communication) to examine the strategic consequences of the uses of corporate reputation. Corporate reputation is an attribute or a set of attributes ascribed to a firm and inferred from the firm’s past actions. It is the belief of market participants about a firm’s strategic character (Weigelt and Camerer, 1988). Also, corporate reputation is the public’s cumulative judgement of a firm over time (Roberts and Dowling, 2002). The review of theoretical literature indicates the uses of corporate reputation by business organizations can be theorized along six dominant paradigmatic perspectives: 1-public relations; 2-marketing; 3-management, 4-economic; 5-sociological; 6-finance and accounting. The uses of corporate reputation in these six paradigms are comprehensively discussed. The objective of this study is to establish the use of corporate reputation in the development of brand image strategy. A review of the uses of the concept of corporate reputation is discussed in detail in chapter 2. The review of the literature also identified a research gap by showing that scarce research has been conducted on how these three main functions (value creation, strategic resources and corporate communication) affect a company’s brand positioning strategy. The following research question thus is proposed: How do (Taiwanese pharmaceutical) companies use their corporate reputation to develop a brand image strategy? The research hypotheses based on three theories (value-based theory, resource-based theory and integrated marketing communication theory) appear in Chapter 3. The research question is constructed theoretically, and then a conceptual model, which begins with three antecedents of corporate reputation and simultaneously illustrates the outcomes of their use, are discussed. The construct of the uses of corporate reputation has three dimensions: value creation, strategic resources and corporate communication. Each of these three dimensions includes several items. The items were proposed based on the previous researchers’ summaries and the qualitative interview. The researcher will then depict the proposed research conceptual framework and a number of hypotheses that will be further investigated and tested. Then the quantative study was completed by providing the data analysis and the results were explained. A multi-stage procedure was involved in this research. First, data examination and screening to prepare for subsequent quantitative analyses and then the descriptive statistics were presented. Second, a reliability test was performed on measurement scales to ensure that they achieve an acceptable level of reliability for further analysis. The resulting solutions were then re-assessed using confirmatory factor analysis. Finally, PLS (Partial Least Squares) was used to test the hypothesized relationships between the research constructs as postulated in the conceptual model, and to assess the overall goodness-of-fit between the proposed model and the collected data set. The researcher then discusses the validation of the measurement model and the research findings. The findings are then further discussed in terms of the contribution to marketing theory and relevance to marketing managers. Then the items of adapted scales were subjected to several rounds of adjustments and were finally found to possess acceptable measurement properties. Reliability and construct validity tests indicated that all scales satisfied widely accepted criteria such as the minimum reliability of 0.7. The results of scale purification will be discussed. And an evaluation of the research hypotheses and their significance are summarized, the findings of all hypotheses testing will be reviewed and compared with previous research. According to the research findings, the hypotheses that value creation, as one dimension of corporate reputation, has a positive impact on brand segmentation, brand differentiation and brand positioning are all accepted. The hypotheses that strategic resource, as one dimension of corporate reputation, has a positive impact on brand segmentation and brand differentiation are rejected. However, the hypothesis that strategic resource, as one dimension of corporate reputation, has a positive impact on brand positioning is accepted. The hypotheses that corporate communication, as one dimension of corporate reputation, has a positive impact on brand segmentation and brand differentiation are both accepted. The hypothesis that corporate communication, as one dimension of corporate reputation, has a positive impact on brand positioning is partially supported. Finally, the hypothesis that the (see in Table 5.18) moderating effect of price policy on corporate reputation has a positive impact on brand image strategy is partially but negatively supported. This thesis makes a significant contribution to the study of corporate reputation of firms in the Taiwanese pharmaceutical industry from the robustness of the qualitative and quantitative data collection.
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La dispersión de la identidad corporativa como generadora de problemas comunicacionales y organizacionalesAntezana Corrieri, Miguel E. 12 1900 (has links)
La gestión comunicacional es transmisora de mensajes y generadora de imágenes en los diferentes públicos de la sociedad. Sean personas naturales o jurídicas (organizaciones), la comunicación parte necesariamente de la existencia de una base común: la identidad. La identidad corporativa, entendida como el conjunto de elementos empresariales, organizacionales, operacionales y de comportamiento compartidos por los miembros de una institución tiene que administrarse, pues solo con esta labor es que adquiere y genera valor; es decir, cumple su labor de activo intangible. Contrariamente, la ausencia de gestión permite la aparición de un fenómeno frecuente, pero hasta ahora no conceptualizado: la dispersión. El presente trabajo propone un marco teórico en torno a lo que es, cómo se genera y algunas formas en las que se presenta la dispersión de la identidad corporativa, situaciones de las cuales se derivan una serie de problemas comunicacionales y organizacionales que, de no haber una intervención para su solución, pueden convertirse en fallas estructurales que afectarían tanto el desarrollo como las actividades de la organización. / Communicational management is a message transmitter and image generator in the different
publics of society. Whether natural or juridical persons (organizations), communication necessarily
starts from the existence of a common basis: identity.
Corporate identity, understood as the set of business, organizational, operational and behavioral
elements shared by members of an institution has to be managed, because only with this work
is it acquires and generates value; That is, it fulfills its work as an intangible asset. Conversely,
the absence of management allows the appearance of a frequent but not yet conceptualized
phenomenon: dispersion.
The present work proposes a theoretical framework around what it is, how it is generated and
some forms in which the dispersion of the corporate identity is presented, situations from which
a series of communicational and organizational problems are derived that, had there not been an
intervention for its solution, can become structural failures that would affect both the development
and the activities of the organization.
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To communicate or not to communicate : A case study of how corporate brands use corporate communication in order to rebuild a harmed corporate reputation.Ernberg, Petra, Kihlberg, Anna January 2017 (has links)
The shift from product- to corporate branding have resulted in a wider reach for organizations: containing both internal- and external stakeholders, that have resulted in that a corporate brand has to bear in mind of the importance of presenting itself as a cohesive brand throughout the different stakeholders. This in turn can be accomplished through corporate communication strategies. It is further crucial for a corporate brand to ensure that the stakeholders share the same corporate identity. A highly recognized tool to strengthen the brand is referred to CSR activities that come with potential benefits in terms of corporate reputation.
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Communication and Language Use in the Multinational Company / Communication and Language Use in the Multinational CompanyKočárová, Katarína January 2015 (has links)
This Master Thesis aims to provide a clear overview about corporate communication practices and importance of a common corporate language in the multinational corporation with diversified portfolio of employees. Theoretical part introduces theoretical background which are further applied into practices in the practical part of the paper. This academic paper critically looks at a practices within a particular multinational corporation and its practical application which influences efficiency at the work place.
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