Advantages And Disadvantages Of Corporate Image

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According to Balmer (2006) corporate marketing mix consists of following six elements (6 C’s) as cited bellow-

Figure 2.1: Corporate marketing mix

• Character
These are those factors that, in their totality, make one entity distinct from another. These includes the key tangible and intangible assets of the organization as well as organizational activities, markets served, corporate ownership and structure, organizational type, corporate philosophy and corporate history.
• Culture
This refers to the collective feeling of employees as to what they feel they are in the setting of the entity. These beliefs are derived from the values, beliefs and assumptions about the organization and its historical roots and heritage. Culture is important since it provides the context in
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Reputations are not built quickly, nor can they be bought and sold. A firm with a positive reputation can enjoy a significant competitive advantage, whereas a firm with a negative reputation, or no reputation, may have to invest significant amounts over long periods of time to match the differentiated firm.
Other than the above mentioned importance, the other advantages of Corporate Image are as follows-
• Broader Interaction:
Corporate Branding includes all its stake holders, along with the customers. It means, with the satisfaction of the customer, it also look after the growth of all the other aspects of the organization. It is the aim to be unique among all the other players of the market. A long term focus on all the stakeholders, regulatory & others will help the corporate to create a relationship with them. A good relationship is always a base of growth of an organization. So, it's a journey with all the associated blanket members to cover a broader area of

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