Corporate Brands exam

The corporate brand management process is an overview model that schematically shows the key steps in the process: Identity & position, Brand portfolio Structure and Communication. Below these three "arrows" there are two oustreteched ones, which are...?

"constant brand management and positioning" and "internal commitment and engagement"

Greyer (2009): What can and should companies/organisations do when threatened by brand crises? Where does communications fit in? What are his advises regarding actions in a brand reputational crisis?

#1 My principal recommendation relates to situations of "bad news about the company and the news is really true". In the face of crisis, especially when it is rooted in a problem that is or will become visible, I believe an organisation should admit the truth, even if embarrassing. #2 changing corporate behaviour if necessary

van Riel & Fombrun (2007, p. 61) consider identity and identification in the context of questions such as:

'Who are we?', 'What do we stand for?', 'What is our core purpose?', and 'What does it mean to be involved in this company?'

According to van Riel & Fombrun, reputations are:

'aggregate perceptions by stakeholders of an organisation's ability to fulfil their expectations'

The core values that sum up what the Nobel Prize stands for are defined as...?

'discovery', 'excellence' and 'engagement for higher ideals'

Morgan describes organisational culture as

'the set of beliefs, values, and norms, together with symbols like dramatized events and personalities that represents the unique character of an organization, and provides the context for action in it and by it'.

In the article by Greyser (2009), the author discusses four contexts of authenticity important for building and defending corporate brand reputation. Which are...?

(1) Talking "authentic", which is communications. (2) Being authentic, which is based on a corporation's core values and its track record, i.e. its behaviour (3) Staying authentic, which calls on an organisation's stewardship of its core values. (4) Defending authenticity in times of trouble, which draws on what I term an organisation's "reputational reservoir" and the trust it has generated over time

Balmer and Greyser (2007) outlined the so-called "6 Cs"of corporate marketing, what are the Cs?

(1) character (what we are) (2) communication (what we say we are) (3) constituencies (whom we seek to serve) (4) covenant (what is promised and expected) (5) conceptualisation (what we are seen to be) (6) culture (What we feel we are).

four main dimensions of reputation when evaluating a company

(1) financial performance (2) vision and leadership (3) financial disclosure (4) corporate governance

What is brand equity?

- refers to the marketing benefits and outcomes that accrue to a product due to its brand name compared with those that would accrue if the same product did not have the brand name. - manifests itself in increased market share, price premiums, customer recognition and positive brand associations. These lead to increased purchase intention and, therefore, enhanced lifetime value for the brand. - A company with higher brand equity is likely to benefit from improved customer perceptions of its products, services and its general quality.

Definitions that concern corporate reputation

- the overall estimation in which a company is held by its constituents - comprises social image, financial image, product image and recruitment image - an index of a company's worth or value

According to Olins (1989), management of corporate identity can communicate three key ideas to its audiences:

1) what the organisation is 2) what it does and 3) how it does it. - identity can be considered to be a configuration of three elements: symbolism, planned and unplanned communications, and the behaviour of management and employees.

The 3 main influences on corporate reputation

1. Internal forces: can be controlled 2. External forces: largely uncontrollable (PESTLE framework) 3. Relational forces

Porter & Kramer (2006) outline four reasons why companies engage in CSR:

1. Moral obligation 2. Sustainability 3. Licence to operate 4. Reputation

Balmer & Gray (1999) suggest the corporate communication mix:

1. Primary communications are derived from a composite of the effects or experience of consuming products and services, management, employee and corporate behavior. 2. Secondary communications emerge through the use of planned communications, essentially marketing communications, corporate advertising, sponsorship and promotion. 3. Tertiary communications relate to the communication activity present among stakeholders and relevant networks. Word of mouth, media commentary and community- based communications prevail.

The reputation of an organisation is therefore viewed from different levels. Whice are:

1. There is the 'individual' level and the 'corporate' level. 2. At the former level the firm's audience uses the reputations and trustworthiness of the individuals within the firm in order to ascribe the same character to the organisation as a whole. 3. The individual employees can therefore be the brand and the reputation of their firm and this is particularly the case in people-based service industries.

Wallach (1983) : three main types of organisational culture:

1. bureaucratic 2. supportive 2. innovative.

GainesRoss (2008) : 12step guide to restoring the corporate reputation. This is broken down into four main stages:

1. rescue (minimising the damage) 2. rewind (identifying what went wrong) 3. restore (rebuilding reputation) 4. recover (sustaining the reputation for the long term)

Balmer & Greyser (2002, p. 73) introduce what they call their AC2ID Test. The AC2ID Test demonstrates the existence of multiple identities. Which are the multiple identities from the AC2ID test:

Actual, Communicated, Conceived, Ideal, Desired

In the book by Roper and Fill there is a mentioning of the AC2ID test introduced by Balmer and Geyser (2002) the test mentions it as the "encapsulating a mosaic of five different identities" Which answer below contains the correct five identities in their test?

Actual, Conceived, Desired, Ideal and communicated

BRIDGING STRATEGY

Adapt to the external expectations

In class we discussed "the reaching out" activities by the "Nobel Prize network". This concerns primarily:

Adopting a modern approach in the interpretation of the Alfred Nobel will

The Corporate Brand Identity and Reputation Matrix (Urde & Greyser, 2016: 98) framework outlines links between identity and reputation elements. In analyzing a corporate brand elements may "match or mismatch". What does a mismatch imply according to the authors?

An issue that calls for management's interpretation

What are the three level a corporate culture can as described by the iceberg metaphor? (Roper & Fill Chapter 3)

Artefacts, Espoused Values, Assumptions

The brand equity factor Association refers to:

Association is an emotional measure of the perceived brand value. This is the value-formoney, brand personality (i.e. the excitement and interest generated by the brand) and associations that can be reputational, such as trust. This aspect of brand equity focuses on the brand image. These are used to uncover the tangible and intangible attributes, attitudes and intentions about a brand (Keller, 1993). When the consumer thinks of a particular brand, what words or phrases come to mind? Are these positive or negative associations?

What are BROWN's 4A's of retro branding?

Aura (brand essence), Arcadia (idealised community), Allegory (brand story), Antinomy (brand paradox).

According to Augustine (1996), what is the first stage of crisis management?

Avoiding the crisis

Chapter 11 (Roper & Fill) discusses sponsorships as part of corporate communication. Which 4 key opportunities for the sponsoring organisation are mentioned?

Build awareness, image transfer, integration, indirect communication

According to Roper & Fill (2012) organizational culture is a key concept in studying corporate brand management and reputation. There are many definitions and interpretations of corporate culture available, which make consensus difficult. However, the authors agree on six points of agreement what organizational culture means. These are:

Collective experience, routine, beliefs, values, goals, and system

In Chapter 3 of Roper & Fill (2012), Goffee & Jones (1996, 1998) outline four different forms of organisational cultures. One of them is defined by high sociability and high solidarity. Which one?

Communal organisation

Roper & Fill (2012) present the AC2ID test, created by Balmer and Greyser (2002). It is said to "encapsulate five different identities". What are the two C's (C2) of the five identities?

Communicated and conceived

In the Volkswagen live- case presented by Marcus Thomasvik he talked about their diesel scandal. What were the three most important actions and priorities Volkswagen took that helped them out of the crisis?

Contacted media for interviews, responded all questions on social media and talked about the crisis with all affected customers and suppliers.

Which building block of corporate reputation represents "the core nature of an organisation"?

Corporate Personality

Roper & Fill (2012: 139) discuss and refer to the concept of a corporate brand's "covenant". This concepts closely relates to, or may be seen as, the same as:

Corporate brand promise

Which building block of corporate reputation refers to how an organisation wants to be perceived? (Roper & Fill, 2012)

Corporate identity

In Roper & Fill (2012), it is argued that competitors can easily imitate products and services. In order to achieve a strong competitive advantage the authors recommend that a good starting point should be to:

Create an original corporate story

Roper & Fill (2011) mention Fombrun's (1996) four key elements that together make a good corporate reputation, these are:

Credibility, reliability, trustworthiness, responsibility

Which of the following factors does not have to be considered when implementing Corporate Branding? (Roper & Fill, 2012)

Customers

What are the most important stakeholders in a commercial company?

Customers and employees

*According to Roper & Fill (2012) key reasons for re-branding and re-positioning stem from changes in organisational structure and ownership, marketplace realignments, and changed internal dynamics. Which are the three trigger elements of marketplace realignments?

Decreasing value, Competitor repositioning, Poor performance

Corporate communication is widely used to reach an organisations stakeholders. Poor trading performance can impact a companies reputation with their primary stakeholders, what strategy does Roper and Fill suggest should be adopted to manage their reputation? (Roper & Fill, 2011. pp. 295)

Defensive Strategy: Create a detailed report

Corporate brand identity management and corporate brand reputation management are two approaches with the same purpose - to build strong brands (Urde & Greyser, 2016: 98). There are however differences when it comes to main focus. When it comes to positioning, corporate brand reputation management's main focus is NOT:

Defining the wanted brand position(s)

Which of the following was one of the main concerns in terms of communications in the Nobel Prize case presented by Mats Urde:

Due to the structure of the Nobel Prize, there are a number of official "speakers" and there is not a single-centralized source of information

(Roper & Fill Chapter 2) Apart from customers, according to Hatch & Schultz, what other stakeholder group is most important for a corporate brand?

Employees

What is the role of corporate communication? (Roper & Fill, 2012)

Engage stakeholders in order that they develop an overall positive disposition towards the organization.

In Kotter's article "Leading Change: Why transformation efforts fail" (first published in 1995) the author provides advise on how leaders successfully transform businesses by doing eight things right - and in the right order. Mark the alternative with the sequence recommended by Kotter:

Establish a sense of urgency; Forming a powerful guiding coalition; Creating a vision; Communicate the vision; Empowering other to act on the vision; Planning for and creating short-term wins.

Dowling (2006) refers to the activities or tasks that corporate communications are expected to accomplish can be considered at different levels, which are the functional level and transitional level. Regarding the Level2 "transitional outcomes", what are the outcomes?

Exploring, informing, relating, negotiating

What is the purpose of the PESTLE- Framework?

External Forces - In case of corporate reputation or preparing a reputational audit, PESTLE should be used to apply the different forces in a reputation context.

*According to Roper & Fill (2012) corporate communication strategy should be developed thematically and consistently around an agreed 'core theme' or a 'reputational platform'. What are the five core positioning categories?

First strike, General, Emotional, Expressive, Functional

In the corporate brand identity and reputation matrix, what is the guiding question for Relevance?

How appealing and meaningful is the value they offer?

In the corporate brand identity and reputation matrix, what is the guiding question for Credibility?

How believable and convincing are they?

In the corporate brand identity and reputation matrix, what is the guiding question for Responsibility?

How committed and accountable are they?

In the corporate brand identity and reputation matrix, what is the guiding question for Trustworthiness?

How dependable are their words and deeds?

In the corporate brand identity and reputation matrix, what is the guiding question for Recognisability?

How distinct, visible and consistent are their overall communication?

In the corporate brand identity and reputation matrix, what is the guiding question for Differentiation?

How distinctive is their position in the market?

The corporate brand identity and reputation matrix adds "R" as in reputation to the CBIM model. This additional layer consists according to the authors of eight "elements of reputation". Willingness-to-support is one of these reputational elements. How is questions that defines it formulated?

How engaging and inspiring are their purposes and practices?

In the corporate brand identity and reputation matrix, what is the guiding question for Performance?

How solid and consistent are their quality and performance?

The corporate brand management process is an overview model that schematically shows the key steps. What are the steps?

Identity & position, Brand portfolio Structure and Communication.

Who are we, what do we stand for, what is our core purpose, and what does it mean to be involved in this company? (Roper & Fill, p. 31) These questions are primarily about:

Identity and identification

Once core themes of an intended corporate brand position are agreed upon, corporate communication messages can be developed. Roper & Fill (2012) refer to the concept of corporate storytelling having a central and critical function in accomplishing this goal. Which of the following options best illustrate the advantages of using storytelling to communicate an intended corporate brand position?

Increase emotions, Help people understand an organization, Increase recall of vision and values, Develop relationships

What are the core attributes that define a corporate brand (in Chapter 6 according to Ind 1997 in Roper & Fill 2011)?

Intangibility, complexity, responsibility

According to Roper & Fill (2012), "reputational capital" is one of four measures that should be used to deconstruct the market value of a company. What are the other three measures?

Intellectual, physical, and financial capital

* The Nobel Prize can be seen as a "networked brand" as presented by Annika Pontiki from the Nobel Foundation (cf Urde & Greyer, 2015). There are also "brands within a [Nobel Prize] network" that build and share a common identity and reputation (for example The Swedish Academy, The Norwegian Peace Institute and The Swedish Royal Academy of Science). The Nobel laureates (about 850 seen over time) are as discussed in class:

Internal and external stakeholders

Which of the following statements is NOT a key takeaway from the Statkraft Case:

It is better to listen to market research than your gut feeling

*According to Roper & Fill (2012) corporate brands have become very prominent in recent years. One of the many reasons for this is their benefit through "economies of scale". What does that mean?

Launch new products under the corporate umbrella and reduce costs for marketing communications

In Roper & Fill (2012), sw Chernatony & Riley (1998) argue that a firm's consumers and staff are the two key stakeholders of a brands construct and how their actions/consequences can be categorised into input and output features of a brand. Which of the following is only an example of a brand's input-oriented feature?

Legal instrument

Dowling (2006) refers to the activities or tasks that corporate communications are expected to accomplish can be considered at different levels, which are the functional level and transitional level. Regarding the Level1 "functional outcomes", what are the outcomes?

Linkages, profiling, positioning, communication

In Chapter 9 (Roper & Fill), Van Riel and Fombrun (2007) divide the concept of corporate communication into following three dimensions:

Management communications, marketing communications, organizational communications

van Riel & Fombrun (2007) identify three different broad types of communication, all of which are task-related. The 3 are...?

Management, Marketing and Organisational

The Corporate Brand Identity Matrix (Urde, 2013) consists of nine elements. A key dimension "the strategy dimension" is according to the article is the link between:

Mission/Vision, Core, Position

The types of organisational culture

Networked (highly sociable and low in solidarity), Communal (high sociability and high solidarity), Fragmented (low sociability and low solidarity), Mercenary (low sociability and high solidarity)

This is quote is from Kotter's article on why transformations fail: "Change sticks when it becomes 'the way we do things around here,' when it seeps into the bloodstream of the corporate body. Until new behaviors are rooted in the social norms and shared values, they are subject to degradation as soon as the pressure of change is removed." It relates primarily to one of Kotter's eight errors to avoid when working with change, which one?

Not anchoring changes in the corporation's culture

About the iceberg scheme. What is on the "tip" of the iceberg?

Observable symbols, ceremonies, stories, slogans, behaviours, dress, physical settings

In Roper & Fill's textbook "Corporate Reputation" (page 309), there is a discussion about so called "image restoration approaches" following a brand crisis. There are five general approaches according to Roper and Fill. One approach is "Simple denial" - how is this approach defined?

Out right rejection that the act was caused by them or even occurred in the first place, or shifting the blame by asserting that another organisation (person) was responsible for the act

In the Libero case presented by Axel, what was the main concept behind the communication message that the company finally decided to use for the new campaign in 1997?

Parental emotions

In the brand equity the uniqueness of the brand generates four factors (dimensions). Which are...?

Perceived Quality, Loyalty, Associations, Awereness

Regarding the information processing, there are 3 level which helps form impressions of a company.

Personal experience, friends/family/people around you, mass media. The one that is most important is the personal experience, but from a exposure point of view it is the mass media.

Kapferer identities - 3 internal elements of a brand

Personality, Culture (values), Consumer mentalisation

The building blocks of corporate reputation

Personality, Identity or brand, Image and Reputation

The 6Ps are:

Philosophy, personality, people, performance, perception and positioning.

Kapferer identities - 3 external elements of a brand

Physical facet, relationship, reflected

Which are examples of external influences on the building blocks of corporate reputation?

Politics, economic, social, tecnhology, legal, ecological

A key concept in sponsorship is "the halo effect", according to Roper & Fill (2012, page number 17). This concerns primarily:

Positive associations of one brand are reflected on its partners

10 Criteria that influence reputation

Products and service quality Customer satisfaction Employee satisfaction Comprehensive reputation Market position Profitability Corporate social responsibility Vision and leadership Innovation Customer Service

corporate brand has two main dimensions:

Recognition and quality

In class we have discussed elements of reputation. In the Corporate Brand Identity and Reputation Matrix (extended version of the Corporate Brand Identity Matrix) there are eight key "reputational elements". Here are the five of them: Willingness-to-support, Responsibility, Reliability, Trustworthiness, Recognisability. The other three are:

Relevance, Credibility, Differentiation

In the Volkswagen case we analyzed in class the reputation of VW brand before and after VW emission crisis. We agreed that there were some elements that were less likely to be affected/tarnished by the reputational crisis. These were:

Relevance, Differentiation and Performance

According to The Corporate Brand Identity Matrix, what are the elements related to the reputation?

Relevance, Recognisability, Willingness-to-support, Trustworthiness, Differentiation, Credibility, Performance, Responsability

In class the background of the Getinge Case was presented. Their stock price was heavily pressured due to the FDA and change in customer buying behaviors. Together we discussed possible organizational changes and decided that they should:

Reorganize to multiple strong product brands under one master brand

What is it called when an organisation (such as Volkswagen) leverages its good image and reputation over time, in order to mitigate the negative effect on a brand during a crisis situation?

Reputation reservoir

According to Greyser (2009), forthrightness in communications and substantive credible responses in the form of behaviour are most likely to restore trust and rescue a brand in crisis. The most important actions are those taken over time to build a strong foundation a company can draw down on in difficult times. Greyser calls this foundation:

Reputational reservoir

Roper & Fill (2012: 214) outline three principal "strategic categories" for the use of corporate communications. What is the name of the category illustrated by the following examples: "To stabilize after a merger and acquisition; chronic underperformance; change of leadership; change of strategy; Environment or industry upheaval; crisis or disaster"

Strategic events

The corporate brand management process is an overview model that schematically shows the key steps in the process: Identity & position, Brand portfolio Structure and Communication. Below these three "arrows" there are two oustreteched ones: "constant brand management and positioning" and "internal commitment and engagement". The outcome is according to the process model "actual image and reputation. What is the starting point according to the model?

Strategic intent

In class we discussed the Getinge Case and what to do about the challenges about the new brand architecture. Which solution was proposed by class as a consequence of the case discussion?

Strong product names

3 Key reasons for corporate rebranding

Structural and ownership, Marketplace realignments, changed internal dynamics

The effectiveness of internal communication is shaped by several characteristics (van Riel & Fombrun, 2007) which together provide the context in which employee relations operate. The key dimensions of these characteristics are:

Structure, flow, content, climate

There are four criteria that determine the successful or effective use of corporate communication. Which are...?

Style, tone, form, timing

* In Greyser's (2009) view perceived authenticity and a positive reputation go hand in hand. Four contexts of authenticity can be distinguished: Talking authentic, being authentic, staying authentic, and defending authenticity. What is it that connects all four of them according to Greyser?

Substance

The Triple bottom line framework is presented in the course book by Roper & Fill (2012: 126). People, Planet, and Profit form the framework's three intersecting circles. What is the center of the framework?

Sustainability

In his article Corporate brand reputation and brand crisis management, Greyser (2009) presents four key areas that organisation should examine to assess the seriousness of the situation. Which are?

The brand element, The crisis situation, Company initiatives, Results

Greyser (2009) argue that organizations should examine four key areas when an issue threatens the brand's reputation. What are the four areas?

The brand elements, company initiatives, the crisis situation and results

In the Nobel Prize live case, an overarching question was: "To what extent in managing its brand(s) should an organization be guided by its identity, and to what extent should it be guided by others views and wishes?" In Urde and Greyser's article on the corporate brand identity and reputation matrix (2016: 112) this question is discussed as:

The brand orientation and market orientation tension

According to Urde (2013) the Corporate Brand Identity Matrix provides a bespoke (tailor made) managerial tool that integrates existing theory into a single framework. What is the primary reason for this assessment?

The framework can be used to define, describe, and align corporate brand identities.

What is the 'Halo Effect'?

The halo effect is a term used in marketing to explain the bias shown by customers toward certain products because of a favorable experience with other products made by the same manufacturer or maker. The halo effect is a concept driven by brand equity. The opposite of the halo effect is cannibalization.

The Corporate Brand Identity Matrix consists of nine elements. A key dimension according to the article is the link between "culture", "core (promise and core values)" and "relationships". What does this link imply?

The need to align the content of one element so that it echoes that of the others

The Corporate Brand Identity Matrix (Urde, 2013) consists of nine elements. A key dimension according to the article is the link between "mission & vision", "core", and "intended position". What does this link imply?

The need to align the organisation's reason for being and its direction with the intended position.

Which of the following statements are key takeaways from the Statkraft Case:

Timing is key; Different stakeholders require different ways to communicate

Corporate communications can accomplish tasks at different levels. What outcome does the tasks of Exploring, Informing, Relating and Negotiating belong to? (Roper & Fill, 2011. pp. 219)

Transitional Outcome

In the book, chapter 5, Porter & Kramer (2006) outline four main reasons why companies engage in CSR. Which of the following answers does not contain one of those reasons?

Transparency

Roper & Fill (2012: 259) mention that communication of the right corporate message is concerning as a organization's responsibility. What is the name of the dimension that illustrates "the information provided should be complete, relevant and meaningful...it allows recipients to assess issues based on full information but it also conveys openness and willingness to engage with stakeholders on issues that are important to them"

Transparency

According to The Corporate Brand Identity Matrix, what are the elements related to the Communication?

Value proposition, Relationships, Position, Expression, Identity, Personality, Mission & Vision, Culture, Competences

In the corporate brand identity and reputation matrix, what is the guiding question for Culture?

What are our attitudes and how do we work and behave?

In the corporate brand identity and reputation matrix, what is the guiding question for Value proposition?

What are our key offerings and how do we want them to appeal to customers and non-customer stakeholders?

In the corporate brand identity and reputation matrix, what is the guiding question for Competences?

What are we particularly good at, and what makes us better than the competition?

In the corporate brand identity and reputation matrix, what is the guiding question for Personality?

What combination of human characteristics or qualities forms our corporate character?

In the corporate brand identity and reputation matrix, what is the guiding question for Identity - Brand core promise and core values?

What do we promise, and what are the core values that sum up what our brand stands for?

In the corporate brand identity and reputation matrix, what is the guiding question for Mission & Vision?

What engages us, beyond the aim of making money (mission)? What is our direction and inspiration (vision)?

In the corporate brand identity and reputation matrix, what is the guiding question for Position?

What is our intended position in the market, and in the hearts and minds of key customers and non-customer stakeholders?

In the corporate brand identity and reputation matrix, what is the guiding question for Expression?

What is unique or special about the way we communicate and express ourselves, making it possible to recognise us at a distance

In the corporate brand identity and reputation matrix, what is the guiding question for Relationships?

What should be the nature of our relationship with key customers and noncustomer stakeholders?

There are a multitude of definitions of 'reputation', what was the "real-life" interpretation of reputation discussed in Lecture 1?

What someone says about you when you've left the room

There are two other key questions to consider when assessing the seriousness of a brand crisis situation according to Greyser and as discussed in class:

Whether the root of the crisis is from the organisation or not, and the potential impact for the brand's reputation and the organisation's business / activities.

In class, we discussed the CBIRM (Urde & Greyser). What are the elements included in the strategy diagonal?

Willingness-to-support, Mission & Vision, Identity, Position, Differentiation

Roper & Fill (2012: 17) discuss if it is possible to have a poor reputation but still be a commercially successful company. Their view on the topic (mark the statement that best reflect Roper & Fill's point of view):

Yes, if the organization has a competitive advantage

Corporate reputation is

a collective term referring to all stakeholders' views. - four attributes need to be developed: credibility, trustworthiness, reliability and responsibility. - three main forms or clusters: management communications, marketing communications and organisational communications.

The corporate brand management process is an overview model that schematically shows the key steps in the process: Identity & position, Brand portfolio Structure and Communication. Below these three "arrows" there are two oustreteched ones: "constant brand management and positioning" and "internal commitment and engagement". What is the outcome according to the process model?

actual image and reputation

Roper & Fill (2011) describe the mainstream tools for corporate communication as being:

advertising, public relations and sponsorship

In the corporate brand identity and reputation matrix the brand core concept is defined as..?.

an entity of core values supporting and leading to a promise

Corporate identity is how

an organisation presents itself to both internal and external stakeholders.

According to van Riel & Fombrun, Corporate communication strategy should be developed thematically and consistently around an agreed core themes or a 'reputational platform'. The core positioning theme should be:

authentic, transparent, consistent and credible

Greyser's 4 contexts of authenticity are:

authenticity, being authentic, staying authentic and talking authentic

In the book " Corporate Reputation, Brand and Communication" by Roper & Fill, Willmott (2001) describes a type of brand called "citizen brand". What does this brand put emphasis on?

building the relationship with society

Corporate communication can influence the way stakeholders perceive an organisation and shape their thoughts regarding:

buying, recruiting, investing and supplying.

On the triple bottom line frame work "Profit" relates to

cannot be interpreted as a simple traditional corporate accounting figure. A more appropriate measure is the economic value created by the organisation after deducting the cost of all inputs, including the cost of the capital tied up. Profit under the TBL description needs to be seen as the real economic benefit enjoyed by society. What is the positive impact that is made on the economic environment in which the firm is operating?

triple bottom line account means

expanding the traditional reporting framework to take into account ecological and social performance in addition to financial performance. It is often referred to as people, planet and profit.

In Roper & Fill (2012), Hanrahan (1997) highlights four particular public relations strategies which are necessary to reach different target audiences:

expansive, defensive, creative and adaptive

On the triple bottom line frame work "People" relates to:

fair business practices that benefit the labour force, their communities and regions, such as the Fairtrade initiative.

"Message framing"(Roper & Fill, 2012: 266) is used by companies to:

focus on particular issues and to direct the way in which stakeholders understand an organisation, its practice and behaviour

Willmott (2001) suggests that trust is based upon three core elements:

honesty, fairness and openness - and describes these elements collectively as 'transparency'.

Reputation is ...

how a company or an organisation is perceived internally and externally

As discussed in class (referring to the Corporate Brand Identity Matrix, Urde 2013), a vision is primarily related to:

inspiration and goals

The brand equity factor Perceived quality refers to:

is a rational element that may be supplemented by emotion, i.e. brand innovativeness - as in the case of Apple, for example.

The brand equity factor Awareness refers to:

is a rational measure. Do consumers know the brand exists? Does it come to mind when a consumer identifies a need? Does problem recognition in the consumer decisionmaking process lead to the recall of particular brand names? Such brands that are at the top of the consumer's mind are therefore likely to be top of their choice set. Recall and recognition research can be used to measure brand awareness. This can be prompted, whereby respondents are presented with a list of brands (recognition), or unprompted, where respondents recollect brands solely from memory (recall).

A corporate brand differs from a product brand. One way to distinguish a corporate brand from a product brand is that a corporate brand is often referred to as 'they' or 'we'. The key point is that a corporate brand primarily depends on

its organisation

The word 'corporate' implies (Roper & Fill, p. 141) ...

organisations, both profit and non-profit making

BUFFERING STRATEGY

organization wishes to adapt the expectations and practices of external stakeholders WITHOUT internal adjustments

Three are 4 categories of stakeholders involved based on their level of importance and whether if the supports or opposes the organization's position on the issue:

pROBLEMATIC STAKEHOLDERS, ANTAGONISTIC STAKEHOLDERS, LOW-PRIORITY STAKEHOLDERS, sUPPORTER STAKEHOLDERS

"A strong coporate brand needs not just to integrate its internal and external stakeholders but to integrate itself with society. The triple bottom line is a framework that takes a broader perspective on sustainability. The model has three key circles that intersect with sustainability place in the middle. What are the three concepts?

people, planet and profit

Organisations use corporate communication strategically to:

reduce stakeholder uncertainty+develop stakeholder relationships.

The brand equity factor Loyalty refers to:

represents a vital emotional level. Superior product and service quality leads to a virtuous circle whereby repeat business is assured from customers. This leads to higher sales and profit margins. At its highest level customers will not accept a substitute, insisting only on their preferred brand. These consumers also act as an advocate for that brand, encouraging others in their personal and/or professional networks to use it.

On the triple bottom line frame work "Planet" relates to

sustainable environmental practices. Reduce its ecological footprint. The use of recyclable materials in manufacture and consideration of proper disposal of the product after use will be key considerations of the TBL company.

Greyser (2009) emphasizes the importance of communicating authenticity. He also mentions the role authenticity plays in building, sustaining, and defending organisations' reputation. The four contexts of authenticity includes defending authenticity, being authentic, staying authentic and

talking authentic

Corporate personality refers to

the core nature of an organisation.

In the course book by Roper and Fill (2012) different definitions of reputation are given in order to capture this elusive concept. Which of the following four definitions does NOT primarily concern corporate reputation?

the integration of an organisation's communication activities

Corporate image is

the perception that different audiences have of an organisation.

In the article by Greyser (2009) the author uses the concept "reputational reservoir". This relates to ...

the trust an organisation has generated over time

When evaluating a crisis in relation to a corporate brand one question is about the origin of the crisis. Does it come from the own organisation (internal origin) or does it come from outside world (external origin)? If a crisis comes from the own organisation we agreed in class that ...

this makes it typically even more serious than if the crisis has an "external origin"

In the application of the corporate brand identity matrix to define and align of corporate brand's identity the corporate/organizational identity is...?

to be considered as a crucial source and input

Corporate culture may be defined as "the way we do things around here" (R&F, 2012, page 57). Edgar Schein is generally accepted as having coined the term corporate culture using the metaphor of an iceberg. Schein describes what comes below of 'tip' of the iceberg as relating to ...

values, assumptions, beliefs, attitudes, feelings

organisations use corporate communication to promote:

visibility, recognition and acceptance and to drive competitive advantage.

Simmons (2006) refers to a brand's 'tone of voice':

what it says to its stakeholders and how it says it.