Corporate Identity and Corporate Reputation in Silicon Valley: Case Studies in Public Relations and Integrated Communications
This two-case study of high-tech firms in Silicon Valley, near San Jose, California, explored how and why corporate identity principles were used in establishing a model campaign plan for these companies. In this process, it was necessary to establish a clearer relationship among the terms, corpo...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Insitute for Public Relations
2007-09-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/Corporate-Identity.pdf |
| Summary: | This two-case study of high-tech firms in Silicon Valley, near San Jose,
California, explored how and why corporate identity principles were used in establishing
a model campaign plan for these companies. In this process, it was necessary to
establish a clearer relationship among the terms, corporate identity, corporate image,
corporate branding, and corporate reputation from the organizational, advertising and
public relations literature.
There were three preliminary foci of the study: (1) the rationale of initiating a
corporate identity campaign, (2) the ideal campaign management model, and (3) the
essential factors affecting campaign success.
Two key factors can be extracted from the study results: dominant coalition
support and employee participation. Other indirect factors include a participatory
culture, high-quality products, consistent messages, appropriate tactics, an
understanding of customer needs, and the formation of an integrated marketing
communications division. |
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| ISSN: | 1942-4604 1942-4604 |