CORPORATE IMAGE BUILDING STRATEGIES – RECENT TRENDS

Author (s) : Dr.G.Marimuthu

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Abstract :
Every organization has a corporate image whether it wants one or not. With so many Business TV channels, magazines and newspapers, a well known corporate is always under scrutiny. It therefore becomes absolutely necessary to manage the image of a business group. When properly designed and managed, the corporate image can speak volumes about an organization’s commitment to quality, excellence, relationships with its various stake holders and the general public at large. In the past corporate image was just all about designing a logo, selecting a brand name and creating awareness of these and other marketing collateral. This approach no longer suits a modern Indian Corporate which exists in the Liberalization, Globalization and Privatization era, where change is the order of the day. The modern global, dynamic, cross-border and cross-cultural marketing world requires professional management of the image of the organization.

Keywords : image building strategies

Conference Date : 30/08/2019

Pages : 62

Paper ID : 19060