Role of Advertising & Communication in Corporate Image Building

1443 Words Sep 5th, 2009 6 Pages
In an increasingly competitive marketplace, greater emphasis is being placed on brand image development as the basis for consumer discrimination. Advertising has a central role to play in developing brand image, whether at the corporate, retail or product level. It informs consumers of the functional capabilities of the brand while simultaneously imbuing the brand with symbolic values and meanings relevant to the consumer. These two functions of advertising closely parallel the informational and transformational schools of advertising effects and theories on the central and peripheral routes to consumer persuasion. Such dichotomous approaches to explanation are unlikely to
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This corporate image is important as it is a basis on which stakeholders choose to establish contact or business transactions with the organization and whether or not to attach good or ill will towards it. On the other hand, the role of internal communication and training in building corporate brands has received less attention in the academic literature.
Internal communication merits close attention as employees may be the most important audience for a company's organizational communication and corporate branding efforts. Indeed, employees are considered one of the most trusted information sources about an organization. This is so because they embody the corporate brand and interactions between them and external stakeholders communicate the brand's values as much as (if not more than) traditional marketing communications. Perhaps nowhere is this more important than in service industries where employees are routinely the contact point between a company's internal and external environments and where the interactions or 'moments of truth' can deliver the brand promise and create a powerful image and experience among customers through appropriate behavior – or not. Thus, service companies need to instill shared understandings of their brand values in the hearts and minds of employees to enhance brand-supporting behaviors. Employees who are aligned with the company's values can help their organization attain a sustainable competitive advantage

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