Thursday, June 18, 2009

Corporate Advertising: Enhancing corporation image, identity, and reputation

Corporate Advertising

Corporate advertisement is designed to promote the organization as a whole rather then promoting a specific product or service. Corporate advertising is used to enhance the corporation image and reputation among the target audience. Corporate advertising is the means to facilitate positive public perception of business. The main function of corporate advertising is to generate and enhance a sense of confidence and appeal among shareholders. Depending on the exact nature of the corporate marketing approach, the advertising may also be developed with an eye of enhancing the reputation of the company among its peers in a community or within a given sector of the marketplace. In today’s business environment, corporations are facing incidents or factors that are damaging the reputation of the company. Factors may include unsubstantiated claims made about the business practices of the company, or some aspect of the quality of the products produced by the corporation. In above case corporate advertisement can be used to re-strengthen the image and reputation of organization. Corporate advertising campaigns may also help to restore consumer confidence when a takeover or merger involving the company takes place. a well-crafted corporate advertising campaign is a powerful tool for use in damage control situations, and may be capable of restoring confidence after the public perception of the business has been stained in some manner.

Toyota Corporate advertising

My Experience:

I was working in Nokia during my internship. At that time there is growing concern about environment. As their social responsibility Nokia also took step to save the environment by using biodegradable materials like polylactic acid (PLA) plastics with plant or other biomass-based modifiers in its phones; thereby making least use of non-renewable resources. PLA also needs little energy for its production. Nokia also planned to make energy saving chargers. In a bid to make an environment friendly move, Nokia brought 40 models with bio-degradable components. The components in the model will be recyclable so that the customers can send their Nokia phones for recycling purposes by putting them in ‘Green Bins’. Green Bins will be provided by Nokia to all its Nokia dealers in India. Another step taken by Nokia at that time was to educate and train its care centers on environmental issues and recycling materials so that they can also educate customers; as a part of Nokia’s take-back program. The success of the campaign was pretty evident because we as employees can see growing number of consumers who want to be educated about this matter and who want to contribute in saving environment. With this step Nokia wanted to be leader in Greenpeace “guide to greener electronics”. Taking steps to produce eco-friendly products Nokia gained the confidence of the consumers who are concerned with growing environment problems. This campaign helped Nokia to strengthen its image and reputation among consumers.

Nokia goes green

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