Corporate Image

Paper Summary:

The paper examines corporate image-building and focuses on companies that have been particularly successful in developing an image, such as IBM, Coca-Cola and the Knight-McDowell Labs' successful image for their Airborne product. The paper then points out that maintaining a good corporate image is important not just for customers but for potential employees too.

From the Paper:

"Building a corporate image can be difficult. The process involves creating an image that is in keeping with the type of business in which the corporation is engaged. It may also involve seeking to appeal to potential customers. Building a corporate image is part of the process of branding. Such branding usually takes place for the company as a whole but might also involve differing images for specific products or services offered by the corporation. Employees at all levels are expected to be part of the corporate image and to promote it in word and deed. A good image is sustaining, while a bad image can be damaging even if the product is desirable, the company beneficial, and the service required."

Sample of Sources Used:

• Airborne Effervescent health Formula (2005). Knight-McDowell Labs, retrieved June 7, 2008 from http://www.airbornehealth.com/.
• Balmer, J.M.T. & Wilson, A. (1998). Corporate Identity: There Is More to It Than Meets the Eye. International Studies of Management & Organization, Volume 28, Issue 3. Retrieved June 7, 2008 from http://www.questia.com/read/5001400481?title=Corporate%20Identity%3a%20There%20Is%20More%20to%20It%20Than%20Meets%20the%20Eye.
• Konrad, R. (2003). Out with the cold. Dailynews.com, retrieved June 7, 2008 from http://www.airbornehealth.com/la_news/.
• Study reveals corporate reputation links to operational success (2005). PR Newswire. Retrieved June 8, 2008 from http://www.highbeam.com/doc/1G1-134234492.html.
• Unconventional cold remedies big sellers (2005). CNN.com, retrieved June 6, 2008 from http://www.cnn.com/2005/HEALTH/conditions/03/07/cold.remedies.ap/.

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