Corporate Communication, Identity, Image, and Social Responsibility

Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, printed single-sided, grade: 1,7, Griffith University, language: English, abstract: Diese Arbeit liefert Theorie zu den Themen Corporate Communication, Corporate Identity, Corporate Image und Corporate Social Responsibility. Zudem bereitet sie diese Themen für die Firma BMW auf. ... is about the organisation s communication activities, its identity and image, as well as its CSR programme.[...]2Corporate communication activities and toolsThis section first defines corporate communication and secondly presents BMW s current communication activities and tools. 2.1Theory Corporate CommunicationCorporate communication is a key factor for the success of an organisation. By corporate communication we mean the corporation s voice and the images it projects of itself [ ] (Argenti & Forman, 2002, p. 4). According to Argenti and Forman (2002, p. 4), corporate reputation, corporate advertising and advocacy, employee communications, investor relations, government relations, media management, and crisis communications are part of corporate communication. [...]4Corporate ImageThis chapter defines corporate image and describes the image of BMW. 4.1Theory Corporate ImageCorporate image is the stakeholders perception of an organisation. According to Argenti (2009), an organisation normally has different images because it has diverse constituencies with different point of views. The corporate image comprises all the visual, verbal and behavioral elements that make up the organization. [ ]. If managed effectively, it should protect the organization against competition [ ]. (Howard, 1998, p.3). [...]