This assignment deals with corporate communication, corporate identity, corporate image, and corporate social responsibility. The assignment provides a lot of theory but also analyses the corporate communication, identity, image and CSR of BMW.
2 Corporate communication activities and tools
The second chapter gives and introduction to corporate communication theory and a brief overview of the current identity, activities and tools of the BMW Group.
2.1 Theory – Corporate Communication
Corporate communication is a strategic management function that stands for the total communication of an organisation towards its stakeholders. By image advertising, “memos, letters, reports, Web sites, e-mails, speeches, or news releases” the organisation tries to project certain images of it and to communicate their messages to the main stakeholders (Argenti & Forman, 2002, p. 4). Furthermore, corporate communication comprises “areas such as corporate reputation, corporate advertising and advocacy, employee communications, investor relations, government relations, media management and crisis communications” (Argenti & Forman, 2002, p. 4). According to Argenti (2009, p. 62)
The success of a company’s communication strategy is largely contingent on how closely the communication strategy is linked to the strategy of the business as a whole. In addition to thoughtful design and careful planning of firm strategy, a company must have a strong corporate communication function to support its mission and vision.
As corporate communication stands for the total communication of a company towards its stakeholders, is should provide a good relationship with them.
2.2 Current identity, activities and tools
BMW is known all over the world. It is present in newspapers and magazines, on the streets and in buses on posters, in television and cinema advertisements and online. Moreover, BMW is a sponsor of Formula One, which is very effective due to the logo on their car. Furthermore, BMW was able to place its products into the James Bond movies. In Golden Eye, Bond drove a German Car for the first time, which was a BMW Z3, and stayed with BMW during other movies (Movie College, 2008). These are only some examples for BMW’s presence in important promotional areas provided by the organisation’s identity activity.
Tim James is the PR & Corporate Communications Manager of BMW Group Australia (BMW Insights) and responsible for the current corporate communication activities and tools of BMW Motorrad in Australia.
3 Corporate Identity
The section is about corporate identity. After introducing corporate identity theory, the current identity, activities and tools of the BMW Group are presented.
3.1 Theory – Corporate Identity
According to Argenti and Forman (2002, p. 68), the identity of a company is “the concrete, often visual, manifestation of its reality”. Moreover, the corporate identity of an organisation is “conveyed by an organization’s logos, products, services, buildings, stationery, uniforms” (Argenti and Forman, p. 68). It is important that a corporate identity is strong and consistent.
An “organization’s identity should not vary from one constituency to another” (Argenti, 2009, p. 54). According to Argenti, an organisation needs to build an identity and maintain it in order to be immediately recognized by its stakeholders. Table 3.1 further explains corporate identity theory.
Table 3.1 Summary of Corporate Identity theory
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3.2 Current identity, activities and tools
BMW’s identity is monolithic. The company provides one visual style all over the world.
Figure 3.2 shows BMW’s logo and the international slogan. Both are globally well known, especially “the BMW logo has become one of the world’s most recognized symbols that exemplifies class, personality and sophistication” (logoblog, 2008).
- Quote paper
- Michael Kofler (Author), 2010, BMW - Overview of Corporate Communication, Corporate Identity, Corporate Image and CSR, Munich, GRIN Verlag, https://www.grin.com/document/155036