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British Petroleum (BP) and its corporate Image
Journalism & Communication
Pages 12 (3012 words)
Student Name: Course: Instructor Name: Date of Submission: CORPORATE IMAGE A corporate image of any company refers to how the company is ostensible. It refers to the original identity of any company that sets it apart from the others in the market, and what the public perceives it to be; its principals and its place in the market.
Every company needs a market and a public where to sell its products. This would only be possible if the company is known to the public, and they have a picture in their minds regarding it. This picture has to be positive; otherwise it could cost the company. A positive image increases a company’s credibility. This image is somewhat build through advertising, where the company portrays itself. Such advertising is not sales-oriented, but takes the help of the public relations department to promote a better reputation and name-awareness of the company. Corporate advertising uses strategies to build a sense of buoyancy and fascination among the consumers’ as well as the others in the industry. The whole company is advertised and branded, not just the products and services. Corporate image is an amalgamated psychological image, which continues to change, according to the firm’s products, strategies, media coverage and other events. The corporate image is a public opinion of the company, and does not necessarily echo the company’s actual image, size or position. Corporate image is flexible and can change unexpectedly. It could go from best to worst, in hours, because of any scandal or any news, even fake, that found its way into the media, and that highlights a negative aspect of the firm. ...
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