Question

Vodikia, a multinational manufacturer of mobile phones, has engaged you to carry out research in respect of their corporate image in your country.  

Explain what is meant by corporate image.

Identify four elements that contribute to corporate image.

Describe six research techniques you could use to obtain the required data.

Answer 1

The image created on the company among public or in the market based on the actions and performance of the company is called corporate image. It describes the situation of the company in the market. Corporate image is achieved by the performance of the company in all aspects such as finance and marketing. Companies keep on trying to improve their image by advertising and campaigning and even involving in sponsorship. The elements of corporate image are financial performance, public relations, behaviour , the way the company treats the employees etc., All these elements create positive or negative impact on the company among the people.

The data related to a company's corporate image is generally obtained by surveys, Surveys are conducted by companies by hiring some team .This team researches all the data and collects the required information. Feedbacks are another method where the customers are asked for feedbacks regarding the company based on which the result is calculated. Telephone surveys are widely used method where an executive calls customers to get their feedbacks. With the development of internet ,surveys are being conducted even in socail media sites which are commonly used by every person. The statistical performance of the company also gives the required information. A company's corporate image is also calculated using the profit and loss graph of the company . Most important of all is the reputation gained by the company among it's competitors and market which will help us tell a lot about the company's image.