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Howard, S. (1998) Corporate Image Management: A Marketing Discipline for the 21st Century, Singapore: Butterworth-Heinemann Asia. Jefkins, F. (1993) Planned Press and Public Relations, Glasgow: Blackie Academic and Professional. Longhurst, J. (1996) Making the News: A Media Relations Manual for Nonprofit Organizations, Winnipeg: Windflower Communications. Los Angeles Olympic Games Organizing Committee, (LAOOC) (1984) Official Post Games Report of the Games of the XXIIIrd Olympiad, Los Angeles, CA. Macnamara, J. R. (1996) Public Relations Handbook for Managers and Executives, revd edn, New York; Sydney: Prentice Hall. Marconi, J. (1996) Image Marketing: Using Public Perceptions to Attain Business Objectives, Lincolnwood, IL: NTC Business Books. Mintzberg, H. (1990) ‘The design school: reconsidering the basic premises of strategic management’, Strategic Management Journal, 11, 171–95. Oxley, H. (1987) The Principles of Public Relations, London: Kogan Page. Seoul Organizing Committee for the Olympic Games (SLOOC) (1988) Official Post Games Report, Seoul. Sydney Organizing Committee for the Olympic Games (SOCOG) (1999) Annual Report, Sydney. Wilcox, D. L., Ault, P. H and Agee, W. K. (1998) Public Relations: Strategies and Tactics, 5th edn, New York: Longman. © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors
CHAPTER 10 Facets of the global corporate brand T. C. Melewar and Christopher D. McCann This chapter discusses some of the issues surrounding the use of corporate branding in an international context. It examines the issues of communication of corporate values to a global audience and the importance of establishing corporate brands is considered through analysis of a case study. Makita Corporation in Japan is an 85-year-old established company that operates in the global small power tools and accessories market. The authors suggest that three key facets of global corporate brand are: communication of a consistent message; organizational support of brand image; and control and standardization to add value to new products and entrance into new markets. Introduction Why are there so many television programmes, books and magazines devoted to business A large part of it is because business has such a profound influence on our lives. Business is a spectacle; a drama filled with excitement and adventure. The actors in this drama are the companies who use their image or actions to create the drama and intrigue in order to get people on their side. We interpret companies by their outward signs, such as advertising brochures and reported performance. As in successful drama, businesses need to communicate their message effectively to be successful. A number of factors contribute to this success. First, images determine people’s attitudes and behaviour; a positive image can help create and support a company or its products. Second, the image is a mixture of appearance and behaviour – one needs to support the other. Lastly, to succeed one needs to be a good communicator. As soon as one extends this drama/ business analogy to an international environment these success factors become even more complex and challenging. One way international companies could reduce the complexity is through corporate brands. Corporate brands provide effective and consistent communications that have an increasing role to play in the drama we call business. © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors
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HANDBOOK OF CORPORATE COMMUNICATION
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First published 2004 by Routledge 1
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PART II: CORPORATE COMMUNICATION AT
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Figures 2.1 Strategic employee comm
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Tables 2.1 Strategic objectives 5.1
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Contributors Anthony Clive Allen is
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David Pickton lectures and research
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organization as a whole beyond that
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Preface In its 250th anniversary ye
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PART I CORPORATE COMMUNICATION AT N
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enlightenment regarding cross-cultu
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participants had a sense of outcome
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5 Working to define clear and measu
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game’ according to the men’s ru
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that assist the leader in perceivin
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interaction patterns are slow to ev
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and physical ability. As the concep
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organizations: have academics and t
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CHAPTER 2 A best-practice approach
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implications and effects. Many mana
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4 Effective media/forums: Effective
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The three-phase action plan contain
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Where are the company’s employee
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Once senior management has establis
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employee improvement efforts, at th
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CHAPTER 3 Knowledge management for
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take this further and distinguish b
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• The identification of the conce
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structured). The lack of formal org
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as they occur in and affect organiz
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kinds in organizations, data wareho
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tools, techniques, methods and prin
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the wider tasks of disseminating kn
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to achieve. Rich networks of contac
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management of these resources. Ther
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CHAPTER 4 Corporate and government
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the collective and the planned towa
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individual business executive cause
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due to ‘handicaps in status’. D
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definition of the national interest
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This was the case with the Major go
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Public silence, private analysis an
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The tension between these perspecti
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Principles and Practice, London: Th
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have resulted in shifts in normativ
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out of which twenty-three replies w
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Argument over how public relations
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ather than rank in order of perceiv
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programmes. This is possible only i
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A practitioner claims that research
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elations. The term that seems to be
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have in place some form of auditing
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2 Wheeler, T., D. Moss and J. White
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CHAPTER 6 Communication similaritie
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of mass communications, journalism
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2000). Stakeholders with a large st
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But over time, both entrepreneurial
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with a small and important number o
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similarities of quoted (listed) or
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expressed, especially in the United
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Chairman CorpCom Committee Finance
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Page 128 and 129: CHAPTER 7 Strategic challenges for
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Page 134 and 135: The nurse The administrator The the
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Page 146 and 147: Summary Both studies indicate the c
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Page 150 and 151: ship of key issues and relating com
Page 152 and 153: • What are the key business probl
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Page 156 and 157: should also be publicized. In this
Page 158 and 159: • give regular feedback on perfor
Page 160 and 161: REFERENCES Cialdini, R. (2001) Infl
Page 162 and 163: CHAPTER 9 The Olympic Games: a fram
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Page 166 and 167: Table 9.2 Seoul 1988 PR practices D
Page 168 and 169: Table 9.4 Atlanta 1996 PR practices
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Page 176 and 177: Meaning of the corporate brand Corp
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Page 184 and 185: CHAPTER 11 Differing corporate comm
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Page 188 and 189: Most businesses have the potential
Page 190 and 191: clear majority of the respondents b
Page 192 and 193: Sales and business development team
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Page 202 and 203: there were 78,339 firms involved in
Page 204 and 205: Table 12.1 Advertising industry tur
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Page 212 and 213: Table 12.10 How did you integrate t
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Only 8.8 per cent use a vendor for
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Building a corporate communication
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America some seventy years ago, onl
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and interpreting information. Liste
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• Electronic means: email, broadc
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People on their own and in organize
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LANs (local area networks) function
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Qualities of organizations and peop
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Technology and the environment The
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and external relationships. The act
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CHAPTER 14 Assessing integrated cor
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ment of working relationships with
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Barriers to integrated corporate co
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addressed in each dimension and bet
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example, the different strategies a
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Integration of communication target
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Dimensions of integration Very stro
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is an assessment tool. The resultin
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CHAPTER 15 New technology and the c
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However, there are also strong argu
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smaller groups of people, i.e. from
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dominated by a handful of huge comp
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Figure 15.2 The changing face of Co
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PART III MANAGING IMAGE, IDENTITY A
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modes of delivery - it supports amo
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Conversely, and of equal importance
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open up new competitions in what we
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May, with 24 hours non-stop music b
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Kanter, R. M. (1989) When Giants Le
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Table 17.1 The best corporate reput
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Mandelson, Henry McLeish, and Slobo
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Schultz, 1999). The second reason i
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Table 17.3 Revenue (%) Less than $1
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While there is little doubt that go
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McCarthy, E. J. and Perrault, W. D.
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Table 18.1 Operational functions of
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Table 18.2 Differences between rout
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Due to the wide range of circumstan
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Legislative/regulatory (UK) Environ
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The Turnbull Report encompasses iss
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Data recovery Technology recovery B
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as electrical supplies, voice and d
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direction the media would take so t
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on top of the building. Meridian we
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the system/building failure was dow
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Scotiabank’s incident response In
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Scenario: phases 1 and 2 Info sourc
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As vice president, Rex Engstrand, d
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Luftman, J. N. (2003) Managing Info
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Issues Issues management is part of
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Agency Agency Agency Agency Transpa
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tent. Such lack of website maintena
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inging people in to work from home
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e) deployed. In addition, the conse
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Figure 19.5 Tesco has statements ab
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organization is something that has
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Mojo Wire, 11 is the website which
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Someone got your copyright: you got
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prevent a mass of comment in dozens
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NOTES 1 Grunig, J. E. (1982), ‘Th
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lifetimes. 2 A study by CBS News an
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• Do you agree the events of Sept
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Table 20.1 Responses of senior-leve
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important and more significant assi
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Table 20.3 Comparing mean scores be
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11th because stockholders and emplo
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email conversational interviews wit
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CHAPTER 21 Public relations and dem
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about public policy options. This t
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international flux and transformati
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etween organizations and publics. A
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elations. Some of these took their
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By the late 1950s and early 1960s m
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PART IV THE FUTURE IS NOW
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developed in this chapter as an aid
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composition can be judged by visual
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Figure 22.1 Toyota Source: Permissi
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Response The represented participan
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(11) Is the linearity (position of
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(3) What is the integration of diff
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Response The text is concerned with
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CHAPTER 23 Methodological issues fo
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The whole management endeavour is t
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awareness of what is involved in in
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• In making sense of the world, u
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CHAPTER 24 Communication for creati
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simultaneously de-emphasizes the va
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y what the organization values and
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Opportunities for providing a varie
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integrated organization is recogniz
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Activities 1 Select three establish
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Shepherd, M., Briggs, R., Reinig, B
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demand for cultural insight (Coulma
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The evolution of the knowledge econ
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their products. In testimony before
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language policies. With rare except
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Individuals possess unique personal
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Abrams (1983) goes on to describe l
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dominant language emerges within hi
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degree to which the language afford
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Table 25.1 Functionality offered by
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Dhir, K. S. and Savage, T. (2002)
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Reeves, N. and Wright, C. (1996) Li
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growth of public relations. There i
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economic downturn, the global corpo
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definition, demanded that it be bro
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Technology Anyone practising public
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nurses and pharmacists, and include
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1-way mandate from HQ 24% Local uni
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accounting procedures being used an
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of the tragedy of Enron, that 90 pe
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expose the student to some thought
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and the understanding that ‘trust
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CHAPTER 28 The new frontier for pub
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necessary (Grunig et al., 1995). Fo
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culture-bound perspectives and assu
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audiences; in addition to communica
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All respondents agreed that knowled
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company needing more foot soldiers
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(1995) Multicultural Public Relatio
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