Marketing
PRMM901: Corporate Identity and Branding
Assessment 2: Essay – Essay
Liang BIAN 4041124
Word count: 1444
1. Introduction
Corporate identity is a tern that defines the overall image of a company in the minds of customers, employees and other stakeholders, and a corporate identity differentiates a company from the other companies (Knapp et al., 2001; Hatch, and Schultz, 2003). Corporate identity is not limited to corporate branding and it is important for companies to manage their distinct identity to gain a competitive advantage in the fierce competition (Herbig and Milewicz, 1995), especially in the contemporary, where the business environment becomes much more complicated and the corporate identity landscape becomes more active and crowded; Balmer and Seonen (1997) has developed a framework called ACID Test to help the companies identify the corporate image, and later modified the initial model into a more advanced version, the AC2ID Test (See Appendix A), which consists of five identities, including actual identity, communicated identity, conceived identity, ideal identity and desired identity (Balmer and Greyser, 2002). This paper aims to discuss the five identities involved in the AC2ID Test and how the REDS process can help manage the corporate identity with a selected company, Apple Inc..
2. Company Overview
Apple Inc. is a United States multinational corporation which is headquartered in Cupertino, California (Apple Inc., 2013). The company majorly focuses in manufacturing and selling consumer electronics, computer software and personal computers, with a large range of world widely famous products, such as the Mac, the iTunes, the iPod, the iPhone, and the iPad. The company has many achievements. Apple Inc. ranks as the second largest information technology in the world, with a total of 394 retail stores in 14 countries by the end of 2012 and an approximately $156 billion revenue in 2012 (Apple Inc., 2012, 2012a).
Assessment 2: Essay – Essay
Liang BIAN 4041124
Word count: 1444
1. Introduction
Corporate identity is a tern that defines the overall image of a company in the minds of customers, employees and other stakeholders, and a corporate identity differentiates a company from the other companies (Knapp et al., 2001; Hatch, and Schultz, 2003). Corporate identity is not limited to corporate branding and it is important for companies to manage their distinct identity to gain a competitive advantage in the fierce competition (Herbig and Milewicz, 1995), especially in the contemporary, where the business environment becomes much more complicated and the corporate identity landscape becomes more active and crowded; Balmer and Seonen (1997) has developed a framework called ACID Test to help the companies identify the corporate image, and later modified the initial model into a more advanced version, the AC2ID Test (See Appendix A), which consists of five identities, including actual identity, communicated identity, conceived identity, ideal identity and desired identity (Balmer and Greyser, 2002). This paper aims to discuss the five identities involved in the AC2ID Test and how the REDS process can help manage the corporate identity with a selected company, Apple Inc..
2. Company Overview
Apple Inc. is a United States multinational corporation which is headquartered in Cupertino, California (Apple Inc., 2013). The company majorly focuses in manufacturing and selling consumer electronics, computer software and personal computers, with a large range of world widely famous products, such as the Mac, the iTunes, the iPod, the iPhone, and the iPad. The company has many achievements. Apple Inc. ranks as the second largest information technology in the world, with a total of 394 retail stores in 14 countries by the end of 2012 and an approximately $156 billion revenue in 2012 (Apple Inc., 2012, 2012a).
References: Apple Inc. (2010). “Apple Stores”. Retrieved on 28th March 2013. Apple Inc. (2012). “Press Info – Apple Leadership”. Retrieved on 28th March 2013. Apple Inc. (2012a). "Apple 's 2012 Annual Report: More Employees, More Office Space, More Sales" Apple Inc. (2013). "News and information about Apple Inc. 's retail stores -- At a Glance" Balmer, J. M. T. and Seonen, G. B. (1997). “The ACID Test of Corporate Identity Balmer, J. M. T. (2001a). “From the Pentagon: a new identity framework”. Colvin, G. (2007). "Steve Jobs ' Bad Bet". Fortune. Retrieved on 28th March 2013. Hatch, M. J. and Schultz, M. (2003). "Bringing the corporation into corporate branding", European Journal of Marketing, 37 (7/8), pp.1041 - 1064 Herbig, P. and Milewicz, J. (1995) "The relationship of reputation and credibility to brand success" Knapp, P. M., Evans, J. and Cullen, C. D. (2001). Designing Corporate Identity: graphic design as a business strategy Markoff, J. (2007). "New Mobile Phone Signals Apple 's Ambition". The New York Times Zott, C. and Amit, R. (2010). “Business Model Innovation: Creating Value in Times of Change” Source: Balmer and Stuart, 2004, pp.12