Marketing communication: principles and practice

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it has been argued, in the final analysis, they’ll get what they deserve (see
Haywood, 1994).
With a reputation you can do anything – without one, nothing.
(Haywood, 1994, paraphrasing George Washington)
Public relations is a long-term exercise; a reputation built over many
years can be seriously damaged in seconds.
(Sir Anthony Cleaver, Chairman of IBM UK, 
quoted in Haywood, 1994: 3)
Several closely related concepts need to be considered.
KEY CONCEPTS AND THEIR RELEVANCE TO
MARKETING
In order to understand the key concepts, we visit the thinking of several
academics and practitioners – see Box 10.2 for the results.
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BOX 10.2
KEY CONCEPTS AND THEIR RELEVANCE TO
MARKETING: AN OVERVIEW
Corporate identity
the symbols (such as logos, colour scheme) an organisation uses to identify itself
to people.
(Dowling, 1994: 8).
not merely a logo. It is about what the organisation is, its personality; the sum
total of its expertise, history, philosophy, culture, strategy, and structure.
(
Marketing Business
, February, 1994: 5)
what the organisation thinks it is and likes to be seen as.
(Unattrib.)
who the person/organisation really is
(Unattrib.)
Corporate identity, the characteristics that distinguish one organization from
another, is analogous to personal identity.
(Bromley, 1993: 156)
Corporate image
how an organisation’s audiences (the public, staff, city financiers, customers 
. . .) perceive its corporate identity.
(
Marketing Business
, February 1994: 5)

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