Summary
The image, identity and reputation are the most critical communication function in a company. They cannot be built in one day; a company needs to work hard to build them.
A company’s identity is 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 of constituencies.
Image is a reflection of an organization’s identity, or we can say, it is the organization as seen from the viewpoint of its constituencies. Depending on which constituency is involved, an organization can have many different images.
Reputation is the estimation in which an organization is held; as distinct from Image, it is the process and the effect of transmission of a target image. To be more precise, we call reputation transmission a communication of an evaluation without the specification of the evaluator, if not for a group attribution, and only in the default sense discussed before.
Example and Self-Experience
For example, a chemical company such as Dow that has the image of being environmentally unfriendly will not be successful selling products; therefore, they started trying to position as "green". A company in such a situation should either: withdraw from the "green market", invest in promotional activities that will recast their corporate image in a greener hue, and/or follow a more environmentally friendly path. A good overall corporate image can be seen as the sum of all the images associated with the firm's individual product positions.
About the logo, I recall the processes of designing the badge logo when I was in high school; I was asked to design the badge, which was my high school's graduation souvenir. I spent a whole week using a graphics editing program and finally caught up to the deadline. From that time, I realized it is very difficult to design conspicuous and meaningful logos.
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References:
http://custombusinesslogos.com/eps_vector_sign_logos.htm
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