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THE CHALLENGES TO BRING PETRONAS LOGO AS A CORPORATE IDENTITY INTO GLOBAL MARKET

Essay specific features

 

Issue:

Social Issues

 

Written by:

Lisa B

 

Date added:

December 18, 2013

 

Level:

University

 

Grade:

A

 

No of pages / words:

15 / 4050

 

Was viewed:

9281 times

 

Rating of current essay:

 
Essay content:

Image is a reflection of an organization’s identity. While image can vary among constituencies, identity needs to be consistent. Identity consists of a company’s defining attributes A company’s identity is a the visual manifestation of the company’s reality as conveyed through the organization’s name, logo, motto, products, services, buildings, stationery, uniforms and all other tangible pieces of evidence created by the organization and communicated to a variety constituencies...
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Constituencies then form perceptions based on the messages that companies send in tangible form. If these images accurately reflect an organization’s reality, then either the strategy is ineffective or the corporation’s self understanding needs modification. Identity building and maintenance require a variety of skills, including the ability to conduct marketing research, to design attractive brochures, and to enforce identity standards and cohesion, it should be spread around several different functions in the absence of a single, centralized corporate communication function...
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