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Raphale Vallauri

Session 4

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Advertising is vital for companies and theircommercial activities.

For a long time, advertising was enough. Today, communication is a subtile mix

between advertising and corporatecommunication.

They go together and corporatecommunication is of critical importance toachieve the companies objectives.

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To summarize, Corporatecommunication allows companies to

develop and value their image andmoreover, strenghten their

reputation on the long term.

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Physique

Relation

Reflet

Personnalit

Culture

Mentalisation

Emetteur Construit

Destinataire Construit

Extriorisation Intriorisation

Prisme didentit

J-N. Kapferer

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1.Physique : un ensemble de caractristiquesobjectives saillantes

2.Personnalit : le caractre de marque (sictait une personne)

3.Univers culturel : systme de valeurs, sourcede linspiration de la marque

4.La relation : type dchange, de transactionentre personnes

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5 - Le reflet : limage de lacheteur ou delutilisateur auquel elle semble sadresser

(limage extrieure que la marque donne de lacible)

6 - La mentalisation : le miroir interne, larelation que nous entretenons avec nous-mmes travers la consommation dunemarque

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To create, maintain, strengthen trust with thepublic

Value its social and economical role To create, develop, image & reputation Vocation and its philosophy

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Raphale Vallauri

Session 4

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More missions

The reputation : a question of image Image & reputation Evaluation Audit

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To create, maintain, strengthen trust withthe public

Value its social and economical role To create, develop, image & reputation Talk about its vocation and philosophy and

its added value to the society Establish a relationship with the

stakeholders, a dialogue with the staff, gettheir support, help the top management

Spread the values, give meaning and

credibility to the messages

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A The Image

Spontaneous and collective, a feeling Brand + Product

Coherence

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Mental picture that springs up at the mention ofa firm's name. It is a compositepsychologicalimpression that continually changes with the

firm's circumstances, mediacoverage,performance, pronouncements, etc. Similar to afirm's reputation or goodwill, it is the public

perception of the firm rather than a reflection ofitsactual state or position. Unlike corporateidentity, it is fluid and can changeovernight

from positive to negative to neutral.

http://www.investorwords.com/7438/picture.htmlhttp://www.investorwords.com/11433/up.htmlhttp://www.investorguide.com/definition/firm.htmlhttp://www.investorwords.com/1005/composite.htmlhttp://www.businessdictionary.com/definition/psychological.htmlhttp://www.businessdictionary.com/definition/changes.htmlhttp://www.businessdictionary.com/definition/media.htmlhttp://www.investorguide.com/definition/coverage.htmlhttp://www.businessdictionary.com/definition/performance.htmlhttp://www.businessdictionary.com/definition/reputation.htmlhttp://www.investorguide.com/definition/goodwill.htmlhttp://www.investorguide.com/definition/public.htmlhttp://www.businessdictionary.com/definition/perception.htmlhttp://www.investorwords.com/2656/its.htmlhttp://www.investorguide.com/definition/actual.htmlhttp://www.businessdictionary.com/definition/position.htmlhttp://www.businessdictionary.com/definition/corporate-identity.htmlhttp://www.businessdictionary.com/definition/corporate-identity.htmlhttp://www.investorguide.com/definition/change.htmlhttp://www.businessdictionary.com/definition/overnight-O-N.htmlhttp://www.investorwords.com/10659/positive.htmlhttp://www.investorwords.com/10392/negative.htmlhttp://www.investorwords.com/3269/neutral.htmlhttp://www.investorwords.com/3269/neutral.htmlhttp://www.investorwords.com/10392/negative.htmlhttp://www.investorwords.com/10659/positive.htmlhttp://www.businessdictionary.com/definition/overnight-O-N.htmlhttp://www.investorguide.com/definition/change.htmlhttp://www.businessdictionary.com/definition/corporate-identity.htmlhttp://www.businessdictionary.com/definition/corporate-identity.htmlhttp://www.businessdictionary.com/definition/position.htmlhttp://www.investorguide.com/definition/actual.htmlhttp://www.investorwords.com/2656/its.htmlhttp://www.businessdictionary.com/definition/perception.htmlhttp://www.investorguide.com/definition/public.htmlhttp://www.investorguide.com/definition/goodwill.htmlhttp://www.businessdictionary.com/definition/reputation.htmlhttp://www.businessdictionary.com/definition/performance.htmlhttp://www.investorguide.com/definition/coverage.htmlhttp://www.businessdictionary.com/definition/media.htmlhttp://www.businessdictionary.com/definition/changes.htmlhttp://www.businessdictionary.com/definition/psychological.htmlhttp://www.investorwords.com/1005/composite.htmlhttp://www.investorguide.com/definition/firm.htmlhttp://www.investorwords.com/11433/up.htmlhttp://www.investorwords.com/7438/picture.html

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Large firms use various corporate advertisingtechniques to enhance their image in order toimprove their desirability as a supplier,employer, customer, borrower, etc. The image

of Apple computer, for example, as a successfulbusiness has dimmed and brightened severaltimes in the last 30 years. But its identity(conveyed by its name and multicolored bitten-

off-apple logo) as an innovative and pathbreaking firm has survived almost intact duringthe sameperiod.

www.businessdictionary.com

http://www.businessdictionary.com/definition/technique.htmlhttp://www.businessdictionary.com/definition/corporate-advertising.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/corporate-advertising.htmlhttp://www.investorguide.com/definition/order.htmlhttp://www.businessdictionary.com/definition/corporate-advertising.htmlhttp://www.businessdictionary.com/definition/technique.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.investorguide.com/definition/order.htmlhttp://www.businessdictionary.com/definition/employer.htmlhttp://www.businessdictionary.com/definition/employer.htmlhttp://www.investorguide.com/definition/customer.htmlhttp://www.investorguide.com/definition/borrower.htmlhttp://www.investorguide.com/definition/supplier.htmlhttp://www.businessdictionary.com/definition/employer.htmlhttp://www.businessdictionary.com/definition/computer.htmlhttp://www.businessdictionary.com/definition/computer.htmlhttp://www.businessdictionary.com/definition/computer.htmlhttp://www.investorguide.com/definition/customer.htmlhttp://www.investorguide.com/definition/borrower.htmlhttp://www.businessdictionary.com/definition/computer.htmlhttp://www.investorguide.com/definition/time.htmlhttp://www.investorguide.com/definition/business.htmlhttp://www.investorguide.com/definition/last.htmlhttp://www.investorguide.com/definition/year.htmlhttp://www.businessdictionary.com/definition/identity.htmlhttp://www.investorguide.com/definition/time.htmlhttp://www.investorguide.com/definition/last.htmlhttp://www.investorguide.com/definition/year.htmlhttp://www.businessdictionary.com/definition/identity.htmlhttp://www.businessdictionary.com/definition/logo.htmlhttp://www.businessdictionary.com/definition/innovative.htmlhttp://www.businessdictionary.com/definition/logo.htmlhttp://www.businessdictionary.com/definition/innovative.htmlhttp://www.investorwords.com/10993/same.htmlhttp://www.investorwords.com/3669/period.htmlhttp://www.investorwords.com/10993/same.htmlhttp://www.investorwords.com/3669/period.htmlhttp://www.investorwords.com/3669/period.htmlhttp://www.investorwords.com/10993/same.htmlhttp://www.businessdictionary.com/definition/innovative.htmlhttp://www.businessdictionary.com/definition/logo.htmlhttp://www.businessdictionary.com/definition/identity.htmlhttp://www.investorguide.com/definition/year.htmlhttp://www.investorguide.com/definition/last.htmlhttp://www.investorguide.com/definition/time.htmlhttp://www.investorguide.com/definition/business.htmlhttp://www.businessdictionary.com/definition/computer.htmlhttp://www.investorguide.com/definition/borrower.htmlhttp://www.investorguide.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/employer.htmlhttp://www.investorguide.com/definition/supplier.htmlhttp://www.businessdictionary.com/definition/improve.htmlhttp://www.investorguide.com/definition/order.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/technique.htmlhttp://www.businessdictionary.com/definition/corporate-advertising.html

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image perue image voulue

identit(image relle) image possible

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Desired image by the CEO, the topmanagement.

Ideal, too beautiful to be true Only positive messages

Perceived image through the media, the

journalists The real image : (including weaknesses)

High credibility, facts and messages from

the company can be verified

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Nature de limage Cible Objectifinterne Personnel Adhsion / motivationfinancire Communaut conomique et

financire apprciation de la valeur delentrepriseTechnologique (B to B) Milieu professionnel estimation du savoir-faire de

lentrepriseproduit Consommateurs confiance dans la signature de

lentreprise, dans les promesses

de la marque

Publique (corporate) Grand publicMediaPouvoirs publicsLeaders dopinion

opinion sur linsertion de la

firme dans la socit, sa

contribution lintrt gnral.

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Juste : la ralit doit valider lemessage

Positive : la provocation est un art

difficile Durable : avec des adaptations

rgulires pour viter le vieillissement

de limage Originale : afin de se distinguer descomptiteurs par linnovation, ladisruption,

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To facilitate the development of thenotoriety

To position the company among theleaders on its market, as a majoreconomic and social actor in the country

Gives a positive a priori with thestakeholders

Affects the brand, the products andservices

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Differentiate the company from thecompetitors

Motivates the staff, develops thesense of belonging, the pride

Stimulates the sales force Reduces the negative aspects of a

crisis

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Constraints:

One single mistake

The CEOsimage

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An unknown

company has no

image!

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Reputation: common opinion, consideration,esteem, respect.

Image: representation that the public has thanksto the different signs sent by the company.

It is possible to have a good image and a bad

reputation, or a good reputation for certainstakeholders and a bad one for the general public.

Examples