IMAGE AND IDENTITY

“Define organisational image and identity and explain how they can affect an organisation's standing in the media marketplace and how media organisations respond to situations that threaten to damage their image and identity”.

“Define organisational image and identity and explain how they can affect an organisation's standing in the media marketplace and how media organisations respond to situations that threaten to damage their image and identity”.

Introduction

The role of Media in the formation of corporate image and identity is always positive. Companies are dependent upon Media for the creation of better image in the market of their brands. International media networks and their businesses became the representatives of the society for making and exploiding the image of the company. Now media are became a vital entity to create or to diffuse the image of the company. The role of media is increasing day by day in every field. The society develops exponentially and to provide a better understanding of media and technology plays a vital role towards it. Brands are a complex pattern of relationships between companies and their products and consumers and their lifestyles. They arise not only from logo, slogan and advertising, but also from experiences, needs, ideas and opinions of consumers. They provide symbolic, emotional and constantly changing frame of reference for consumers to facilitate the orientation on the market.

Discussion

Brand can be a single product, or set of products, which will affect the associations of the brand that customers experience. For customers, the attributes directly related to purchase or use of a product can be both practical benefits and emotional benefits. Examples may be Kleenex tissues, or Band Aid, or Gillette razors. A product-related attribute can create a value proposition by offering extras like features or services (Wheeler 2006, p. 21). Aaker argues, however, that the goal of linking a brand with a product is for customers to remember the brand when they have a need that can be met by the product's attributes. The brand image of a company, product, service, a social institution or person, is the quantitative and qualitative results of all the communications that are made with the market audience. The concept of market audience covers the customers or consumers that will use the product or service as well as the competitors who will be in the market. Each and every audience with which communication is established, consciously or unconsciously, in a planned or unexpected situation, an image is formed on the individual or institution with which it interacts.

Brand as an organisation focuses on organisational attributes such as, innovation, quality, and safety that created by people, culture, values, and programmes within the company. Aaker states that organisational attributes are more enduring and resistant to competitors than product attributes. Examples may be IBM, Kodak, and Exxon (Van 2005, p. 65).

Brand as a person perceived as having a personal dimension, with a unique personality similar to an individual. Aaker cites three ways a brand personality can create a stronger brand:

a vehicle for customers to express their ...