USC Marketing 307 • #4 Corporate Image
© 2008 Ira S. Kalb. All rights reserved.
— (1) Make it clear
what you do
company level, (2) Identify your
, and (3) Focus on
. This has to be concise enough so it can be
learned and repeated by your publics while riding up an
elevator in a
Create corporate identity tools
Name, Logo, Slogan, Colors,
Font styles, Mascots, Jingles and sounds, Spokespeople, etc.
Identify your publics (stakeholders+)
(customers, prospects, and suspects), Employees (past, present,
and future), Media, Stockholders and Owners, Vendors, Bankers
and Financial markets, Governments, Unions, Surrounding