Developing a 21st century corporate image.

Summary

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Several companies are attempting to foster a unique image and personality through communication strategies. This heightened awareness of the importance of corporate image is a response to international competition and changes in the market. A recent European Corporate Image conference co-sponsored by the International Assn. of Business Communicators provides helpful techniques on how to achieve the desired corporate image. One is to differentiate the corporation in terms of price, innovation, distribution and service. Another is to properly educate employees on the need to serve customers well and how to go about it. A third approach is to embrace a branding strategy that stamps the company name on every ingredient it produces. Finally, changing the misperceptions of customers can be a fruitful way to improve a corporate image.

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Developing a 21st century corporate image.

A corporate image can be the leading indicator of whether a company will survive and thrive into the next century. Each year, thousands of new products and services enter a crowded marketplace, but only a few are accepted by an increasingly judgemental consumer.

In response to global competition and a changing marketplace, savvy organizations are gearing up with communication strategies to create a distinctive image an...

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