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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.html7/29/2019 Managing Corporate Communication s4
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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.html7/29/2019 Managing Corporate Communication s4
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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
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