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Actual for You - Managing the Corporate Brand - a Reputation Perspective
The main goal of each Healthcare Institution in a highly controlled & competitive environment, is to reduce operating costs while maintaining a consistently acceptable level of patient treatment. Reduce operating costs at all levels:Cost of healthcare Professionals Cost of lab equipment & consumablesCost of pharmaceuticals / medical material Cost of a treatment per Diagnosis related grouping (DRG)Cost per type of medical intervention (e.g. specific medical operation)On the other hand, an acceptable level of patient treatment involves: Evidence based medicine, accurate diagnosis and efficient treatmentOn time admittance in the Hospital and healthcare treatment Treatment with respect for the Patient- analysis of optionsReduction of risks during treatment (e.g. related to the use of medicine, biomedical equipment, blood transfusions) Capture of medical history of the patient in order to support evidence based medicineMoreover, goals of each Healthcare Institution are: Reduction of medical errors and exposure of the patient to medical hazards (e.g. inappropriate levels of radiation)Support medical research with patient & treatment dataParticipate and suppor
The importance of corporate brands has been ignored in the literature for a very long time. It was only during the 1990’s when branding and communications consultants went on to assess what is called as a ‘corporate brand’ (King, 1991). Writers about a few decades ago always focused on the importance of a ‘company brand’ rather than a ‘corporate brand’. However, there is an overarching explanation as to why there has been a growth in the i
I had an interesting experience last week…if you have spoken to me in the past few weeks, you’ll know that I’ve sounded like I’ve had a permanent case of laryngitis. What I actually had was a cyst on my throat. It’s like a big blister and the only way to get rid of it was to cut it out. So if I wanted to speak clearly again, I had no choice than to go ahead and have microsurgery. Notice I said micro, sounds much better than surgery or operation.In fact, the whole process was (thank goodness) totally painless, even afterwards. All I had to do was rest my voice and not speak for 48 hours! I’ll also be undertaking voice lessons to ensure I protect this valuable instrument.Now to the men reading this, avoiding opening your mouth for that period of time would probably not bother you. However, for a female it is a very hard thing to do. We like to talk in case you hadn’t noticed.According to research, women speak around 30,000 (that’s right guys) words a day and men (if you’re lucky) speak around 10,000. So that’s a ratio of 3:1.Interesting, isn’t it? So how does this work in daily life?She Says – “He just doesn’t listen”He Says: “She talks too much”In their best-selling books “Why Men Don’t Listen and Women Can’t Read Maps” and “Why Men, Lie and Women Cry”, Ba
Corporate branding has been defined by Van Riel (2001, p. 12) as: “a systematically planned and implemented process of creating and maintaining a favourable reputation of the company with its constituent elements, by sending signals to stakeholders using the corporate brand.”
Creating a coherent perception of a company in the minds of its various stakeholders is a major challenge faced by many companies. Particularly in large multinational corporations speaking with one voice is a challenging task. Especially when grown through extensive merger and acquisition activities, large companies often comprise multiple subsidiaries and subsequently multiple brands and cultures. Managing the signals these diverse corporate subsets send out to their stakeholders is often impeded by various aspects such as historic turf wars between divisions, cultural and language differences, deficient management structures and unclear responsibilities, or simply by spatial separation. Furthermore, incoherence in messages and difficulties in coordination are often fostered by communication representatives’ narrow focus on their particular stakeholder groups.
For example, investor relations representatives only have a small community of investors in mind. Those responsible for a certain product brand focus on their particular customer base and the internal communicators primarily see their recipients, the employees. Such thinking in a box and acting in narrow realms of stakeholder groups often leads to the communication of messages that might be suitable for each individual stakeholder group, yet all in all the picture drawn of the company as a whole is blurred or even contradictory.
This article asserts that a stronger integration of the different internal units responsible for stakeholder relations is needed in order to foster more coherencies in messaging and to eventually generate a coherent corporate brand image and favourable corporate reputation. The management process of creating and maintaining a coherent corporate brand image in the minds of each individual stakeholder which is the basis for a favourable overall corporate reputation shall be labelled corporate branding.
The importance of corporate brands has been ignored in the literature for a very long time. It was only during the 1990’s when branding and communications consultants went on to assess what is called as a ‘corporate brand’ (King, 1991). Writers about a few decades ago always focused on the importance of a ‘company brand’ rather than a ‘corporate brand’. However, there is an overarching explanation as to why there has been a growth in the im
As a small business owner, you must have knowledge of various financial issues and investment options. In the primary and secondary markets, you must have come across the term LBO, or Leveraged Buyout, several times. You may perhaps know what leveraged buyout is, but you may not have enough knowledge about its working. So, as an investor as well as a businessman, have a look at LBO and its various aspects.Leveraged Buyout- What Is This? A typical dictionary definition of this term is “a debt-financed transaction, usually via bank loans and bonds, which aims at taking a public corporation private.” In simple terms, a LBO takes place when a financial supporter gets control over a majority of a company’s equity through the use of borrowed money or debt. Leveraged buyout is also known as high-leveraged transaction or bootstrap transaction.It usually follows a ratio of 70% debt to 30% equity. LBO is basically a strategy in which a company acquires another company and in order to meet the acquisition costs it uses borrowed money like bonds and loans. Major companies as well as acquired companies assets are used as security for getting such loans.As an investor, you can be a part of LBO either by purchasing the debt or by purchasing equity. There are mainly three types of transactions in
Corporate branding has been defined by Van Riel (2001, p. 12) as: “a systematically planned and implemented process of creating and maintaining a favourable reputation of the company with its constituent elements, by sending signals to stakeholders using the corporate brand.”
Creating a coherent perception of a company in the minds of its various stakeholders is a major challenge faced by many companies. Particularly in large multinational corporations speaking with one voice is a challenging task. Especially when grown through extensive merger and acquisition activities, large companies often comprise multiple subsidiaries and subsequently multiple brands and cultures. Managing the signals these diverse corporate subsets send out to their stakeholders is often impeded by various aspects such as historic turf wars between divisions, cultural and language differences, deficient management structures and unclear responsibilities, or simply by spatial separation. Furthermore, incoherence in messages and difficulties in coordination are often fostered by communication representatives’ narrow focus on their particular stakeholder groups.
For example, investor relations representatives only have a small community of investors in mind. Those responsible for a certain product brand focus on their particular customer base and the internal communicators primarily see their recipients, the employees. Such thinking in a box and acting in narrow realms of stakeholder groups often leads to the communication of messages that might be suitable for each individual stakeholder group, yet all in all the picture drawn of the company as a whole is blurred or even contradictory.
This article asserts that a stronger integration of the different internal units responsible for stakeholder relations is needed in order to foster more coherencies in messaging and to eventually generate a coherent corporate brand image and favourable corporate reputation. The management process of creating and maintaining a coherent corporate brand image in the minds of each individual stakeholder which is the basis for a favourable overall corporate reputation shall be labelled corporate branding.
The importance of corporate brands has been ignored in the literature for a very long time. It was only during the 1990’s when branding and communications consultants went on to assess what is called as a ‘corporate brand’ (King, 1991). Writers about a few decades ago always focused on the importance of a ‘company brand’ rather than a ‘corporate brand’. However, there is an overarching explanation as to why there has been a growth in the i
Fundraising activities are gaining a lot of importance, as they aid support groups carry out their welfare and development programs. There are day care centers and old age homes that need funds to meet various requirements and hospitals need funds for new and advanced equipments. Thinking of new and innovative fundraising ideas every day that will prove to be successful is an interesting and creative job.In some cases, people who are reluctant to donate cash may be willing to donate items. Donation of items in place of cash is often a relief to the donor and also gives them the option of donating a variety of things. There are many fundraising ideas that can be used to hold sales based on the items collected by way of donation. A toy drive can be held that can give the organization toys to sell to support their program. Organizing a garden sale is also a good idea. It can be organized with some volunteers, who can grow some plant cuttings that would be ready for a plant sale in spring or early summer, when the general public is looking to restock their garden after winter. Book sales are an excellent idea, as they are always well attended. To make this program a success, the fundraising organization requires to collect a lot of donated books. The organization may also approach local publishers to
For example, investor relations representatives only have a small community of investors in mind. Those responsible for a certain product brand focus on their particular customer base and the internal communicators primarily see their recipients, the employees. Such thinking in a box and acting in narrow realms of stakeholder groups often leads to the communication of messages that might be suitable for each individual stakeholder group, yet all in all the picture drawn of the company as a whole is blurred or even contradictory.
This article asserts that a stronger integration of the different internal units responsible for stakeholder relations is needed in order to foster more coherencies in messaging and to eventually generate a coherent corporate brand image and favourable corporate reputation. The management process of creating and maintaining a coherent corporate brand image in the minds of each individual stakeholder which is the basis for a favourable overall corporate reputation shall be labelled corporate branding.
The importance of corporate brands has been ignored in the literature for a very long time. It was only during the 1990’s when branding and communications consultants went on to assess what is called as a ‘corporate brand’ (King, 1991). Writers about a few decades ago always focused on the importance of a ‘company brand’ rather than a ‘corporate brand’. However, there is an overarching explanation as to why there has been a growth in the i
Many people wondered how Apple managed to gain the rights to use the name iPhone from Cisco Systems who have trademarked the name. Apparently Apple doesn’t actually own the rights to the name iPhone, but they went ahead with their huge launch regardless. The real owners of the name, Cisco Systems, are suing Apple for making free use of a name they have already trademarked. This could spell a large amount of trouble for Steve Jobs and the Apple clan if this suite is won by Cisco. Jobs has stated that he believes that Cisco won’t be able to uphold their claim “because other products have already been released with that name.” It’s almost a case of; well, everyone else is doing this so why can’t we?There may very well be other products out there labelled iPhone, but Apple has made the biggest splash with theirs. They shouldn’t be surprised that they are targeted by Cisco. What surprised me is that Apple went ahead with the unveiling while the name was still unsecured. Why put an entire marketing campaign at risk because you can’t set up the groundwork properly? That’s bad enough, but for it to be justified by a childish response like they used is inexcusable for such a huge corporation. The revelation may also show Apple and the iPhone in a bad light to many consumers, but whether that makes a diffe
This article asserts that a stronger integration of the different internal units responsible for stakeholder relations is needed in order to foster more coherencies in messaging and to eventually generate a coherent corporate brand image and favourable corporate reputation. The management process of creating and maintaining a coherent corporate brand image in the minds of each individual stakeholder which is the basis for a favourable overall corporate reputation shall be labelled corporate branding.
The importance of corporate brands has been ignored in the literature for a very long time. It was only during the 1990’s when branding and communications consultants went on to assess what is called as a ‘corporate brand’ (King, 1991). Writers about a few decades ago always focused on the importance of a ‘company brand’ rather than a ‘corporate brand’. However, there is an overarching explanation as to why there has been a growth in the i
THE PROBLEM:- You've got an excellent system, and a fool-proof network, but the problem is you're dealing with Harvard graduates not fools.Today, hackers are not as sloppy as they were 10 even five years ago. They are educated, by the best professors money can buy, and even though you have purchased some of the greatest software to battle them, they have an advantage. They think outside the box, because they are human. You end up looking like the fool with a fool-proof network that doesn't work.Don't get discouraged.Here are the steps to make your network 100% secure.-get a router if you don't have one-talk to your IT department to make sure everything is in order-get a *vulnerability assessment*-make sure your antivirus is doing what you paid for it to do-read up on network securityAll of these solutions are very simple, so simple that most of us feel that we are already doing that.SO did these guys (click below) http://www.computerworld.com/governmenttopics/government/legalissues/story/0,10801,100239,00.html?source=NLT_SEC&nid=100239If you need assistance with getting a Vulnerability Assessment you can email me directly at nigel.williams@keeransystems.com or call 780.409.4222 x104The worst thing about getting
The importance of corporate brands has been ignored in the literature for a very long time. It was only during the 1990’s when branding and communications consultants went on to assess what is called as a ‘corporate brand’ (King, 1991). Writers about a few decades ago always focused on the importance of a ‘company brand’ rather than a ‘corporate brand’. However, there is an overarching explanation as to why there has been a growth in the importance of studying a ‘corporate’ rather than a ‘company’ brand. Some of the early academic work in the area of corporate brands reached a broadly similar set of beliefs. The importance of staff in corporate brand building was emphasised, as was culture. The role of the chief executive as brand manager was also stressed. Balmer (1995) also said that the new millennium would witness increased importance being assigned to the corporate brand. It can also be found in academic literature that marketing scholars have largely ignored the challenges presented by corporate brand management.
The reasons for this short sightedness can be seen in a lot of branding and marketing textbooks, which though acknowledge the importance of corporate brands but fail to highlight the following attributes:
* corporate brands have a wider scope and management as compared to product brands;
* corporate brands have multi-stakeholders rather than customer orientation and
* the traditional marketing framework is not sufficient when one is studying a brand at a corporate level
Most of us today fail to understand the difference between what is and what is not a corporate brand. Brands such as McDonalds, British Airways, Vodafone, Virgin and Manchester United are examples of organisations with clear corporate brands. However, in the case of Procter & Gamble, Unilever and Diageo, it is more the product brands that have a clear recognition as compared to the corporate brand. In such cases organisations face a lot of difficulties in building their corporate brand because of their stronger focus on building their product brand portfolio. A corporate brand may be viewed as a contract in that the company needs to articulate its accord with its key stakeholders by demonstrating, unceasingly and over time that it has kept true to its corporate branding pledge. As such, the brand name and/or logo play an important part in creating awareness and recognition but also as ‘signs’ of assurance. However, a number of authorities have cautioned against seeing branding as a one-way process that affects the image of those engaged in some form of branding partnership such as customers and employees. This is because these groups also have a key role in defining a brand’s image (Johansson and Hirano, 1999).
The relationship of corporate reputation to the success of a brand
Corporate Reputation has never been considered so important than it is today. In the recent years it is not just the markets which have nose dived in the corporate world but it is the corporations themselves. Scandals such as that of Enron and WorldCom have serio
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