Diese Arbeit liefert Theorie zu den Themen Corporate Communication, Corporate Identity, Corporate Image und Corporate Social Responsibility. Zudem bereitet sie diese Themen für die Firma BMW auf.
... is about the organisation’s communication activities, its identity and image, as well as its CSR programme.
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2 Corporate communication activities and tools
This section first defines corporate communication and secondly presents BMW’s current communication activities and tools.
2.1 Theory – Corporate Communication
Corporate communication is a key factor for the success of an organisation. “By ‘corporate communication’ we mean the corporation’s voice and the images it projects of itself […]” (Argenti & Forman, 2002, p. 4). According to Argenti and Forman (2002, p. 4), “corporate reputation, corporate advertising and advocacy, employee communications, investor relations, government relations, media management, and crisis communications” are part of corporate communication.
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4 Corporate Image
This chapter defines corporate image and describes the image of BMW.
4.1 Theory – Corporate Image
Corporate image is the stakeholders’ perception of an organisation. According to Argenti (2009), an organisation normally has different images because it has diverse constituencies with different point of views. “The corporate image comprises all the visual, verbal and behavioral elements that make up the organization. […]. If managed effectively, it should protect the organization against competition […].” (Howard, 1998, p.3).
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Inhaltsverzeichnis (Table of Contents)
- Corporate communication activities and tools
- Theory Corporate Communication
- Current identity, activities and tools
- Corporate Identity
- Theory Corporate Identity
- Current identity, activities and tools
- Corporate Image
- Theory Corporate Image
- Current image
- CSR programme and Corporate Communications
- Theory CSR
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This preview aims to offer a comprehensive overview of the communication activities, identity, image, and CSR program of BMW Motorrad Australia. By analyzing these aspects, the preview explores how the company effectively communicates its brand, builds its reputation, and contributes to society.
- Corporate communication strategies and their effectiveness
- The role of corporate identity in brand recognition and differentiation
- The perception of BMW's corporate image among stakeholders
- The significance of corporate social responsibility (CSR) initiatives in building a positive image and fostering sustainable practices
- The relationship between CSR, corporate image, and identity in strengthening BMW's reputation and stakeholder engagement.
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter delves into BMW's corporate communication activities and tools, outlining the company's communication strategies and the methods used to reach its target audiences. This chapter provides a theoretical foundation for understanding corporate communication and examines how BMW effectively communicates its brand message across various platforms.
The second chapter explores the concept of corporate identity, emphasizing its importance in setting BMW apart from its competitors. It examines the elements that contribute to BMW's distinct visual identity and analyzes how the company utilizes its identity to establish a strong presence in the marketplace.
The third chapter focuses on the notion of corporate image, investigating how stakeholders perceive BMW. It analyzes the company's image through various lenses, examining how its image is shaped by its products, services, and CSR initiatives.
The fourth chapter introduces the concept of corporate social responsibility (CSR) and its role in building a positive image for BMW. It examines the company's CSR initiatives and their impact on its overall brand reputation and stakeholder engagement.
Schlüsselwörter (Keywords)
The primary keywords and focus topics explored in this text include corporate communication, corporate identity, corporate image, CSR, stakeholder engagement, brand recognition, brand reputation, and sustainable practices. These themes provide a comprehensive framework for understanding how BMW builds its brand and fosters positive relationships with its stakeholders.
- Quote paper
- Anonym (Author), 2010, Corporate Communication, Identity, Image, and Social Responsibility, Munich, GRIN Verlag, https://www.grin.com/document/150190
