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Corporate Identity and Corporate Reputation in Silicon Valley: Case Studies in Public Relations and Integrated Communications
Source: SO03 Public Relations Journal
Product Code: 6D-010104
Organization/Author/Firm: Kenneth D. Plowman, / Satina Chiu, M.S.
Format: Academic Journal Article
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.
