Corporate Identity

Key Learning Outcomes : 

Key Learning Outcomes Recognise the Corporate Identity elements Develop & Evaluate a Corporate Identity Program Apply Corporate Identity program to an established organisation

C.I. Versus C.V.I. : 

C.I. Versus C.V.I. CI = Corporate Identity Corporate Identity is a multidiscipline field, incorporating the unique characteristics of the firm such as history, philosophy, culture and communication (Balmer 1998) CVI = Corporate Visual identity Plays a significant role in the way a company presents itself to its internal and external stakeholders, consisting of name, logo, colour palette, font, slogan, tagline and related items these may be applied on (Van Den Bosch, 2003)

Corporate Identity: The Body Shop : 

Corporate Identity: The Body Shop Anita Roddick (1942 – 2007) First shop in Brighton, 1976 Floated Stock Exchange, 1984 Most trusted brand in the UK, 2004 Sold to L’Oreal in 2006

Communications : 

Communications Uncontrollable Communications Word of mouth Reviews Media Corporate Communications Internal & External communications Including Marketing Comm

Visual identity : 

Visual identity Architecture & Location New designs implemented 2004 Green Box Subconscious Identity Cues Updated packaging Reduced Product Range Positioned as ‘Masstige’ Corporate Visual Idenity

Behaviour : 

Behaviour Corporate Anita Roddick charity work Promotion & Awareness of issues Management Implemented Corporate vision Employee “involve them in issues greater than selling a pot of cream”

Corporate Culture : 

Corporate Culture Mission Statement _____________ vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile The New Ventures Mission is to scout profitable growth opportunities in relationships, both internally and externally, in emerging, mission inclusive markets, and explore new paradigms and then filter and communicate and evangelize the findings."

Corporate Culture : 

Corporate Culture Nationality Organisational Imagery & History Market Conditions Nature of industry Corporate & Marketing Strategies Absolut Ads Worlds longest running uninterrupted campaign Started in 1981 1,450 Ads by Oct 2008

The Body Shop ‘V’ L’Oreal : 

Anita Roddick Against animal testing Fairtrade Anti Racisim Protecting the planet Human Rights The Body Shop ‘V’ L’Oreal

The Body Shop ‘V’ L’Oreal : 

The Body Shop ‘V’ L’Oreal Multi million dollar corporation Profit driven L’Oreal link to Nestle Did test on animals

Reaction to Acquisition : 

Reaction to Acquisition Body Shop shares slump 5 Board members resign Consumer groups call for boycott Body Shop staff angry at sale Customer Satisfaction ratings fall People fear dilution of Body Shop values

Reputation Management : 

Reputation Management Roddick spoke out declaring she still had 18% stake in The Body Shop “For both Gordon and I, this is without doubt the best 30th anniversary gift The Body Shop could have received” L’Oreal - ‘Nothing Would Change’ Hired PR company

Reputation Management : 

Reputation Management L’Oreal re-positions as ethical Body Shop slowly wins back confidence L’Oreal increases involvement in CSR Also uses Fairtrade practices Unileaver: Ben & Jerry’s Cadbury Schweeps: Green & Black

References : 

References Balmer, J.M.T. (1998), ‘Corporate identity and advent of corporate marketing’, Journal of Marketing Management, Vol. 4, pp. 963-96 Balmer, J.MT. and Gray, E.R (2000) “Corporate Identity and corporate communications: creating a competitive advantage”, Industrial and Commercial Training, Vol 32 No 7, pp256-62. Bhattacharya, C.B., Sen, S. (2003) ‘Consumer-Company identification: A Framework for Understanding Consumers Relationships with Companies’ Journal Of Marketing, 67 (2), pp 76-88 BrandIndex “Marketing week best performers” (2007) [online] (cited November 29th 2008) available at http://www.brandindex.com/content/aboutBBP.asp) David F, 2005 Business Vision & Mission. Strategic Management: Concepts & Cases Davies, G., Chun, R., Vinhas da Silva, R. and Roper, S. (2003) “Corporate reputation and competitiveness” Routledge, New York, NY10001 Ethical Corporation magazine (2007) “Strategy & Management: Body Shop takeover – Ethical business as usual”

References : 

References Firestein, P.J(2006) “Building and protecting corporate reputation”, Emerald Group Publishing Limited Gaines-Ross, L. (2008) “Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation” John Wiley & Sons Inc,. Hobken, New Jersey Gorman, C. (1994) ‘Developing an effective corporate identity program’ The Public Relations Journal, New York: Aug/Sep 1994, Vol 50, Iss. 7, pp 40 - 43 Harris, F and de Chernatony(2001)”Corporate branding and corporate brand performance” European Journal of Marketing. Bradford:2001. Vol. 35, Iss. 3/4; pg 441 Kent, T. Stone, D (2007) ‘The Body Shop and The Role of Retail Branding’ International Journal of Retail & Distribution Management, Vol. 35, No. 7 pp 531 - 543 Melewar, T.C. Bassett, K., Simoes, C. (2006) ‘The role of communication and visual idenity in modern organisations’ Corporate Communications: An International Journal, Vol. 11, No. 2 pp. 138 -147 Melewar T.C. Jenkins, E. (2002) ‘Defining the corporate identity construct’ Corporate Reputation Review, Vol. 5, No. 1, pp.76 – 90

References : 

References Mukherjee, A. He, H. (2008) ‘Company identity and Marketing: An Integrative Framework’ Journal of Marketing Theory and Practice, Spring 2008, vol. 16, no. 2, pp 111-125 Pless, Nicola, M. (2008) ‘Understanding Responsible Leadership: Role Identity and Motivational Drivers, The Case of Dame Anita Roddick, Founder of The Body Shop’ Journal of Business Ethics 74:437–456 Stokely, Craig R. 2004, Getting Everybody on the Same Page, Handbook of Business Strategy The Body Shop (1999) “Corporate Statement”, November 14th Reger, R.K., Barnsey, J.B., Bunderson, Stuart J., Foreman, Peter O.,Gustafson, Loren T., Huff, Anne S., Martins, Luis L., Sarason, Y., Stimpert J.L., (1998) ‘A Strategy Conversation on the topic of Identity’ in ‘Identity in organisations: Building Theory Through Conversations’ edited by Whetten, David A., Godfrey, Paul C., Thousand Oaks, CA: sage, 293 - 305 Van den Bosch, Annette L.M, Elving, Wim J.L., de Jong, Menno D.T (2003) ‘The impact of organisational characteristics on corporate visual identity’ European Journal Of Marketing, Vol. 40, No. 7/8 Van Riel, C.B.M (1995), Principles of Corporate Communication, Prentice-Hall, Hemel Hempstead. Van Riel, C.B.M. and Van den Ban (2001), “The added value of corporate logos: an empirical study”, European Journal of Marketing, Vol 35 Nos. ¾ pp. 428-40.