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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Table of Contents
1 Introduction
2 Corporate communication activities and tools
2.1 Theory – Corporate Communication
2.2 Current identity, activities and tools
3 Corporate Identity
3.1 Theory – Corporate Identity
3.2 Current identity, activities and tools
4 Corporate Image
4.1 Theory – Corporate Image
4.2 Current image
5 CSR programme and Corporate Communications
5.2 Theory – CSR
5.2 Assess the role of CSR within the organisation
6 Communication programme and Stakeholders
6.1 Identify stakeholders
6.2 Stakeholder and CSR consistency
6.3 Identity and CSR consistency
6.4 Image and CSR consistency
7 Communication Recommendations
Objectives and Topics
This report examines the corporate communication strategies of BMW Motorrad Australia, focusing on the alignment between the organization's identity, public image, and its Corporate Social Responsibility (CSR) commitments. The central research objective is to analyze how these pillars interact to maintain a consistent brand presence and stakeholder relationship.
- Analysis of theoretical frameworks regarding corporate communication and identity.
- Evaluation of BMW’s current communication activities and branding tools.
- Examination of the company’s internal and external CSR programs.
- Assessment of the consistency between BMW’s identity, image, and its CSR initiatives.
Excerpt from the book
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. Furthermore, “corporate communication is […] the processes a company uses to communicate all its messages to key constituencies” (Argenti & Forman, 2002, p. 4). Consequently, one of the main tasks of corporate communication is to create a positive relationship with the organisation’s stakeholders.
Summary of Chapters
1 Introduction: Provides an overview of the assignment regarding BMW Motorrad Australia and establishes the scope of the study.
2 Corporate communication activities and tools: Defines corporate communication and describes the specific media, publications, and events BMW utilizes to convey its brand.
3 Corporate Identity: Explores the theoretical definition of corporate identity and assesses how BMW’s visual style, slogans, and products establish its distinct market position.
4 Corporate Image: Examines stakeholder perception and analyzes how BMW is viewed regarding quality, elegance, and as a responsible employer.
5 CSR programme and Corporate Communications: Details the theoretical importance of CSR and analyzes how BMW integrates social and ecological responsibility into its operations.
6 Communication programme and Stakeholders: Identifies key stakeholders and evaluates the consistency between BMW’s CSR activities, its core identity, and its public image.
7 Communication Recommendations: Concludes with an assessment of BMW’s current strategy and suggests further improvements in stakeholder engagement.
Key Words
Corporate Communication, Corporate Identity, Corporate Image, CSR, BMW Motorrad, Stakeholder Management, Branding, Sustainability, Reputation, Business Strategy, Public Relations, Organizational Behavior, Marketing Communications.
Frequently Asked Questions
What is the primary focus of this paper?
The paper focuses on analyzing the communication activities, identity, and image of BMW Motorrad Australia and how these are supported by the company’s CSR program.
What are the main thematic areas addressed?
The primary themes include corporate communication theory, identity construction, image perception, stakeholder dialogue, and the strategic integration of social responsibility.
What is the central research goal?
The goal is to determine how effectively BMW aligns its corporate identity and image with its sustainability and social responsibility objectives.
Which scientific methods are used for this analysis?
The analysis is based on a review of corporate communication theory, combined with an assessment of secondary data regarding BMW’s official activities and stakeholder surveys.
What topics are covered in the main section of the document?
The main section covers the definitions of corporate identity and image, the implementation of CSR at BMW, and the evaluation of consistency across these strategic areas.
Which key terms characterize this work?
Key terms include Corporate Communication, Stakeholder Management, Brand Identity, and CSR Integration.
How does BMW maintain its corporate identity globally?
BMW maintains its identity through a unified visual style, standardized branding such as its logo and slogan, and consistent product messaging across all markets.
In what way does the paper address the contradiction between brand image and environmental goals?
The paper notes that while attributes like 'speed' might seem contradictory to sustainability, BMW mitigates this by complying with environmental laws, investing in electric vehicle technology, and focusing on product quality and recycling.
- Arbeit zitieren
- Anonym (Autor:in), 2010, Corporate Communication, Identity, Image, and Social Responsibility, München, GRIN Verlag, https://www.grin.com/document/150190
